Playbook: SDR Core Metrics

A playbook on monitoring, managing, and improving the key selling inputs and outputs of SDRs

More Atrium playbooks here

• • 📈 🎣 🐣 SDR Team - 📆 Last Week Outcomes / Month In Progress

Overview

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High-quality SDR management leads to high-quality pipeline. Without strong, well-qualified pipeline, sales organizations are nipping their potential bookings success in the bud. Pipeline is only as strong as the people, processes, and management of the teams who create it. 

As a modern sales org’s pipeline engine, SDRs’ activity and efficiency metrics are the leading indicators that result in PG or lack thereof. Instrumenting the inputs and outputs of the SDR team ensures that managers can create, manage, and motivate data-driven strategies that sharpen the tip of the sales-funnel spear.  

To help managers achieve this level of data-driven sales development excellence, this playbook outlines the most-used core KPIs, remixed into views, and distributed to relevant internal stakeholders across SDR operational cadences to uplevel team performance and subsequent pipeline generation. 

Roles

• Sales Development Representatives (Outbound and Inbound, SMB through Enterprise)

Suggested Metrics

Suggested Views

These are a few suggested views to help monitor, manage, and improve relevant metrics for your reps and teams. The best practice is to group them together in a folder. 

If you’d like to get amazing at innovating your own Atrium views, these guides on Dashboards, Alert Feeds, Opp Health Views, and Goals are a great place to start. 

📈 💰 🥓 🥖SDR Team - Last Month Outcomes

Read more about Dashboards in Atrium here.

Screenshot: https://share.getcloudapp.com/Z4u7E1z4

View Type: Dashboard 

View Description:  A dashboard with a combination of leading and lagging indicators, showing outcomes from last month.

Roles & Segments: Sales Development Representatives, Inbound & Outbound, SMB through Enterprise 

Subject(s): Individual SDRs on the team

Suggested Metrics: Opps Created, New Contacts Touched, Emails Sent, Email Engagement Rate, Accounts Touched, Contacts Touched, Activity Per Opp Created, Conversion: Acct Touched to Accepted Opp, Win Rate on Sourced Opps

Broadcast Audience: SDR Team List Serve, SDR Team Slack Channel (Screenshot)

Broadcast Cadence: Monthly, on the 4th day of the month

Example Screenshot(s): Link to full dashboard screenshot  

📆📈 🎣 🐣SDR Team - Last Week Outcomes / Month In Progress

Read more about Dashboards in Atrium here.

Screenshot: https://share.getcloudapp.com/d5u9Q99O

View Type: Dashboard 

View Description:  A dashboard with a combination of leading and lagging indicators, showing outcomes  from last week and progress against the current month’s goals.

Roles & Segments: Sales Development Representatives, Inbound & Outbound, SMB through Enterprise 

Subject(s): Individual SDRs on the team

Suggested Metrics: Opps Created, New Contacts Touched, Contacts Touched, Emails Sent, Email Engagement Rate, Accounts Touched

Broadcast Audience: SDR Team List Serve, SDR Team Slack Channel (Screenshot)

Broadcast Cadence: Weekly, on Monday Mornings

Example Screenshot(s): Link to full dashboard screenshot  

☀️ 🍳 SDR Team - Rise & Shine Dash

Read more about Dashboards in Atrium here.

Screenshot: https://share.getcloudapp.com/5zuLRrpN

View Type: Dashboard 

View Description:  A dashboard with a combination of leading and lagging indicators, showing outcomes from last week and progress against the current month’s goals.

Roles & Segments: Sales Development Representatives, Inbound & Outbound, SMB through Enterprise 

Subject(s): Individual SDRs on the team

Suggested Metrics: Opps Created, New Contacts Touched, Emails Sent, Email Engagement Rate, Calls, Accounts Touched, Emails Sent, Calls

Broadcast Audience: SDR Team List Serve, SDR Team Slack Channel (Screenshot)

Broadcast Cadence: Daily, at 9am

Example Screenshot(s): Link to full dashboard screenshot

🐣 💰 🎯 SDR Team - Week In Progress / Month In Progress

Read more about Dashboards in Atrium here.

Screenshot: https://share.getcloudapp.com/QwuLyBYd

View Type: Dashboard 

View Description:  A dashboard with a combination of leading and lagging indicators, showing progress against the current week’s and month’s goals.

Roles & Segments: Sales Development Representatives, Inbound & Outbound, SMB through Enterprise 

Subject(s): Individual SDRs on the team

Suggested Metrics: Opps Created, New Contacts Touched, Emails Sent, Email Engagement Rate, Accounts Touched, Contacts Touched

Broadcast Audience: SDR Team List Serve, SDR Team Slack Channel (Screenshot)

Broadcast Cadence: Twice weekly, at 10am on Wednesday + Friday 

Example Screenshot(s): Link to full dashboard screenshot

🚨SDR Team Warning Alert Feed

Read more about Alert Feeds in Atrium here.

View Type: Alert Feed

View Description: Things to be aware of on the SDR team. Broadcast to leadership only.

Roles & Segments: Sales Development Representatives, Inbound & Outbound, SMB through Enterprise 

Subject(s): All SDRs

Suggested Metrics: Bookings, Opportunities Created, New Contacts Touched, Contacts Touched, New Accounts Touched

Alert Categories: Personal alerts, Peer alerts, goal alerts, ramping peer alert, ramping goal alerts, strategy insight (can be adjusted in left bar, “Filters” tab) (Screenshot)

Alert Type(s): Warning Alerts

Broadcast Audience:  Leadership List Serve, Leadership Slack Channel (Screenshot)

Broadcast Cadence: Twice Weekly, at 9am on Monday and Friday

Example Screenshot(s): Link to full page alert feed view

View Example Screenshots

📈 💰 🥓 🥖 SDR Team - Last Month Outcomes

Full Dashboard Screenshot:

📈 🎣 🐣SDR Team - 📆 Last Week Outcomes / Month In Progress

Full Dashboard Screenshot:

☀️ 🍳 SDR Team - Rise & Shine Dash

Link to full dashboard screenshot:

🐣 💰 🎯 SDR Team - Week In Progress / Month In Progress

Link to Full Dashboard Screenshot:

🚨SDR Team Warning Alert Feed

Link to Full Alert Feed Screenshot: