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What metrics should you track for SDR performance management?

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Sales development representatives (SDRs) are crucial for generating qualified leads and pipeline for your sales team. But how do you measure and manage their performance effectively? In this article, we'll cover some of the key metrics that you should track for SDR performance management, and how they can help you improve your sales operations.

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Saranya Roy

Senior Sales Strategy & Operations Manager, Amazon.com | Ex-founder, SaltnSoap.com
Nicholas Gollop

Senior Revenue Operations Leader & Advisor | GTM Strategy
Alex Shan

Business development leader l Head of Sales l Lead Generation l Go to Market engineering | Connecting the dots in…

1 Activity metrics

Activity metrics are the basic indicators of how much effort and time your SDRs are spending on reaching out to prospects. They include metrics such as calls made, emails sent, social media messages, and meetings booked. These metrics can help you assess the quantity and quality of your SDRs' outreach, and identify areas where they need more coaching or support. You can also use activity metrics to set realistic and achievable goals for your SDRs, and reward them for their hard work.

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Saranya Roy

Senior Sales Strategy & Operations Manager, Amazon.com | Ex-founder, SaltnSoap.com
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For SDR performance management, track metrics like the number of calls made and emails sent to gauge activity levels. Monitor the number of qualified leads generated to assess lead quality. Track conversion rates from initial contact to qualified lead. Measure the average time spent on calls and the number of follow-up attempts to understand engagement depth. Evaluate the SDR's contribution to the sales pipeline in terms of opportunities created. Regularly review customer feedback to assess communication effectiveness. Monitor attainment of personal and team goals to evaluate overall performance.

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Alex Shan

Business development leader l Head of Sales l Lead Generation l Go to Market engineering | Connecting the dots in payments... l 2x IRONMAN?
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While tracking metrics like calls and emails provides insight into SDR activity, solely relying on these numbers may not reflect actual effectiveness. Instead, consider measuring activity relative to outcomes, such as meaningful conversations or pipeline progression. For instance, while a high number of calls made may seem productive, it's more important to focus on the percentage of those calls leading to meaningful conversations. This approach offers a clearer understanding of SDR performance and ensures efforts are directed towards activities that drive results.

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Nicholas Gollop

Senior Revenue Operations Leader & Advisor | GTM Strategy
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These are a good indicator but don't tell the whole story. You might be sending 500 emails a day but not talking to the right people or not fine-tuning your messaging, which means your efforts are wasted and no meetings are actually being booked. Sending out 1 email and getting 1 meeting from that booked is far more indicative of effectiveness.

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2 Conversion metrics

Conversion metrics are the outcomes of your SDRs' activity, and show how well they are moving prospects through the sales funnel. They include metrics such as lead response time, lead qualification rate, meeting attendance rate, and opportunity creation rate. These metrics can help you evaluate the effectiveness and efficiency of your SDRs' communication and follow-up skills, and pinpoint where they are losing or winning prospects. You can also use conversion metrics to optimize your sales process and align it with your buyers' journey.

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Nicholas Gollop

Senior Revenue Operations Leader & Advisor | GTM Strategy
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This is important to see if your methodologies are working and validate some efforts. Tracking overall activity metrics, how many of those converted into leads, how many moved to opportunities and how many closed won is a healthy way of looking at that from a higher level.

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3 Engagement metrics

Engagement metrics are the measures of how much interest and interaction your SDRs are generating from their prospects. They include metrics such as email open rate, email reply rate, call duration, and social media engagement. These metrics can help you understand the relevance and value of your SDRs' messaging and content, and how they are building rapport and trust with their prospects. You can also use engagement metrics to test and refine your sales pitch and value proposition, and tailor it to your target audience.

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Angeline Lee

?? Strategy Operations Manager | ?? VoC Analyst | Driving Revenue Growth with Data Analysis, Process Optimization, and Strategic Planning
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PROSPECT NURTURE TIME: Measure the time SDRs spend nurturing prospects before they become qualified leads. This metric can reveal how effectively an SDR builds relationships and trust with potential clients. PROSPECT INTERACTION DEPTH: Evaluate the depth of interactions with prospects. This includes assessing the level of engagement, the relevance of questions asked, and the thoroughness of the needs analysis performed.

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4 Performance metrics

Performance metrics are the indicators of how well your SDRs are meeting or exceeding their targets and expectations. They include metrics such as quota attainment, revenue contribution, pipeline velocity, and customer satisfaction. These metrics can help you track and compare the results and impact of your SDRs' work, and identify their strengths and weaknesses. You can also use performance metrics to motivate and incentivize your SDRs, and provide them with constructive feedback and recognition.

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5 Development metrics

Development metrics are the measures of how much your SDRs are learning and growing in their role and career. They include metrics such as training hours, skill assessment, career progression, and employee retention. These metrics can help you foster a culture of continuous improvement and development for your SDRs, and address their needs and aspirations. You can also use development metrics to invest in your SDRs' professional growth, and retain and promote your top talent.

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6 Benchmarking metrics

Benchmarking metrics are the standards and comparisons that you use to evaluate your SDRs' performance against your industry, competitors, or peers. They include metrics such as average deal size, win rate, customer acquisition cost, and customer lifetime value. These metrics can help you understand the market trends and best practices for your SDRs, and how you can differentiate and position yourself in the market. You can also use benchmarking metrics to set realistic and ambitious goals for your SDRs, and challenge them to excel.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What metrics should you track for SDR performance management?

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2

3

4

5

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7

1 Activity metrics

2 Conversion metrics

3 Engagement metrics

4 Performance metrics

5 Development metrics

6 Benchmarking metrics

7 Here’s what else to consider

Sales Operations

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What metrics should you track for SDR performance management?

1

2

3

4

5

6

7

1 Activity metrics

2 Conversion metrics

3 Engagement metrics

4 Performance metrics

5 Development metrics

6 Benchmarking metrics

7 Here’s what else to consider

Sales Operations

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