Top 3 Metrics for Sales Development and how to Optimize Them

Sales development reps (SDRs) are an integral part of any B2B sales team. It’s their job to act as the front line of sales, focusing on the early stage of the sales cycle and bringing in qualified leads. They may not be the ones following up and closing, but without their efforts, new leads would dwindle.

So how can you measure whether your SDRs are effective? And better yet, how can you empower them to become more so?

We’ve identified three top SDR metrics and how to optimize them, so your sales development team can accelerate your bottom line.

Number of Net New Leads

The simplest, and most visible, metrics for sales development is often the number of new leads being brought in. Your organization can look at each rep, each channel, and each lead to determine how effective your sales program is, but it’s best to start with knowing exactly how many new leads are coming in.

To inspire your team to bring in more leads, you should set aggressive but attainable goals. Be clear with your expectations, and understand why goals are – or are not – being met. This way, your team can adjust their strategy to meet the goals, or you can adjust the goals to match the reality of your team’s efforts.

Number of Opportunities Created

Some organizations measure their SDRs based on the number of calls made, or emails sent – and this is misguided. Instead of focusing on channel-specific actions, you should be focusing on what those actions produce: opportunities.

In order to optimize the number of opportunities created by your sales team, consider ignoring altogether the number of calls each rep makes. Give them an incentive to book meetings, rather than just leave a voicemail.

Also, you should ensure your SDRs are bringing in qualified opportunities. The prospect should be someone who is in a position, and who has a need or desire, to purchase your company’s offering.

Number of Opportunities Created Over Time

In order to empower your sales development team to thrive, you have to develop a long-term vision of what their success looks like. This means not simply counting the number of opportunities they create, but comparing that to days, weeks and months past.

If a rep’s numbers remain consistent or decline over time, that might indicate that they are stagnating – and this could be a result of a morale problem, a disconnect between the marketing leads they are being fed, or any number of other reasons. If you catch it early, you can right the ship.

There are dozens, if not hundreds, of other metrics that sales development teams can look at, but too much data is often overwhelming and can lead to teams getting “stuck.” By zooming in on these three metrics, you’ll create a solid picture of how your SDRs are performing, where they need to improve, and how you can support them going forward.

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