The traditional metrics tracked by new SDR Managers like number of dials made or meetings booked are familiar to all.
While they indicate activity, they don't necessarily reflect the impact on our business. In contrast, seasoned managers adopt a more holistic view.
Here's a look at their approach:
Dials < Conversations: New SDR Managers may report on the number of dials, but seasoned managers understand that it's the number of meaningful conversations held that can truly unlock potential deals.
Meetings Booked < Meetings Held: While new managers often emphasize meetings booked, experienced managers focus on the actual meetings held, an authentic indicator of progress in our sales pipeline.
Meetings Booked < Qualified, Sales-Accepted Meetings: The emphasis for seasoned managers is not on meetings per se, but specifically on qualified, sales-accepted meetings, as these are the meetings that typically lead to closed deals.
Our goal isn't just to achieve high SDR activity, but to channel their actions towards outcomes that genuinely impact our business.
To do this, we need to rethink our KPIs. Here are the key metrics that seasoned managers consider:
Conversations: Beyond dials, how many meaningful discussions are our SDRs having with potential clients?
Qualified Meetings Booked: This metric goes beyond just booking meetings, focusing on meetings with individuals who possess the buying authority and budget.
Revenue Influenced: A measure that may take longer to calculate, but it's invaluable as it illustrates the amount of revenue traced back to our SDRs' initial outreach.
Let's not merely measure SDR productivity but understand its tangible business impact.
By focusing on these evolved, business-centric metrics, we can better align our SDRs with our company's broader goals and accurately measure their influence on our business success.
Embrace this shift, and let's keep pushing the boundaries of success!