Sales Development Representative; SDR

How Good is an independent research company and SaaS platform with the world’s largest database on food product sustainability. We help food brands, retailers, restaurants, and ingredient suppliers measure, reduce, report, and communicate the environmental and social impact of what they make and sell.

Our platform, Latis, assesses more than 33,000 ingredients across eight sustainability metrics, including on-farm emissions, water use, soil health, biodiversity, animal welfare and labor risk. Sustainability, R&D, and procurement teams at some of the largest food companies in the world use it to make better product and sourcing decisions. How Good is backed by First Mark.

You’ll open conversations with the food and CPG companies that need credible sustainability data, and turn them into qualified first meetings for our Account Executives.

This is a chance to be a founding member of How Good’s SDR team. You’ll work directly with our Head of Sales, help write the playbook the team members after you will use, and turn the suppliers who join How Good through Supplier Connect into sales conversations.

• Prospect into food and beverage brands, CPG manufacturers, retailers, food service operators, and ingredient suppliers.

• Cold call, email, and message sustainability, R&D, procurement, and commercial leaders every day, with outreach creative enough to stand out from the other vendors in their inbox.

• Work the suppliers who submit data through Supplier Connect: research each account, find the right buyer, and start a sales conversation.

• Spot buying signals, such as new climate commitments, Scope 3 reporting deadlines, retailer data requests, and new sustainability hires.

• Qualify every meeting against agreed criteria before it reaches an AE’s calendar, and hand it off with clear notes.

• Use AI tools to research accounts, personalize outreach, and keep the CRM accurate daily.

• Test messaging by segment, track what converts, and share results with the sales team each week.

• A prior prospecting role (SDR or BDR) and a prior quota-carrying role, ideally at a B2B SaaS or data company.

• A track record you can show with numbers: meetings booked, quota attainment, pipeline sourced.

• A creative streak. Buyers get dozens of cold emails a week, and you find ways to be the one they answer.

• No fear of the phone. Cold calling is part of every day here, and a no just means you dial the next number.

• Hands‑on experience with prospecting and AI tools, such as Apollo, Clay, Amplemarket, or AI research assistants.

• Experience selling into food, CPG, retail, or supply chain companies.

• Familiarity with sustainability topics such as carbon accounting, Scope 3 emissions or ESG reporting.

• Experience selling to enterprise accounts with several stakeholders.

• A second language for prospects in Europe. Preference for German, French, Spanish, and Italian.

The main measure is qualified meetings held per month. A meeting counts when it meets our qualification criteria, the prospect attends, and the opportunity advances to the next sales stage.

Days 1 to 30

Learn Latis, our customers and segments; build first sequences; shadow discovery calls

2 to 3 qualified meetings held

Days 31 to 60

Run full outbound volume and Supplier Connect follow-up; refine messaging from reply data

4 to 6 qualified meetings held

Days 61 to 90

Fully ramped; own a segment and report on what’s working

6 to 8 qualified meetings held per month

We also track activity, reply rates, and how many meetings become opportunities, to see what to improve.

Base salary

$70,000 to $80,000

Variable

$100,000 to $115,000 OTE, paid on qualified meetings held that advance to opportunity

Location…