Sales development reps (SDRs) are the lifeblood of many successful B2B sales teams. Unless you’re 100% relying on inbound leads, your SDRs need to source enough high quality opportunities for your account executives to hit their quota.
If your SDRs are having a bad quarter or even a bad month, it can have catastrophic effects on your pipeline and overall revenue numbers. That’s why it is critically important for sales development leaders to constantly monitor SDRs’ call performance in real time. If SDRs aren’t booking enough meetings or having enough conversations, managers need to take the right steps to set those reps back on the path to glory.
In order to help sales development leaders coach their teams to success RingDNA’s analytics automatically crunch reps’ numbers and deliver that data, in real time, to Salesforce dashboards.
In my opinion, the best place to monitor SDRs’ call performance is in Salesforce. Why? Because reps are already living in Salesforce. It’s where reps log call data (or where call data is logged automatically, if your team is using RingDNA). Once call data is logged in Salesforce, it’s simply a matter of crunching those numbers in order to view relevant sales development metrics in dashboards. Of course, great Salesforce admins have the power to transform data into all sorts of reports. But for those of you who, like me, enjoy shortcuts, we deliver heaps of reports and dashboards right out of the box.
Sales development analytics are not simply important for monitoring your SDRs’ activities. RingDNA’s predictive analytics enable sales leaders to forecast the future. It’s vital to know which activities are necessary to drive desired outcomes. As an example, predictive analytics can tell you about how many dials your reps need to make in order to connect with a prospect, about how many conversations it takes to get a meeting, how many meetings it takes to drive opportunities and how many opportunities are necessary to hit revenue goals.
Looking to keep a close eye on your sales development team’s success? Here are some call metrics to track in Salesforce.
Conversations per Day
More conversations each day virtually always correlates with higher quota attainment. While it’s true that reps can’t completely control the amount of conversations they have each day, with dialing technology they can maximize their chance of connecting with sales-ready leads.
Average Outbound Call Duration
SDRs need to be able to keep prospects on the phone in order to set up meetings. SDRs that can’t keep prospects on the phone for longer than two minutes should be subject to further scrutiny by managers.
Dial to Meeting Ratio
How efficient are your SDRs at booking meetings? Answering this question can help you predict whether reps are booking the meetings they need to source opportunities for your account executives.
Calls to Accepted Opportunities
At the end of the day, the most important factor for SDRs is whether they’re driving enough opportunities. And these can’t just be any opportunities – they need to be high enough quality that account executives can successfully work them. That’s why you should be looking at opps that are actually accepted by account executives.
For more vital metrics that you can use to predict and influence your SDRs’ success, check out our Complete Guide to Inside Sales Analytics.
Jesse WestDirector of Lifecycle MarketingringDNA
Jesse Davis West is Director of Lifecycle Marketing at ringDNA, focusing on improving the experience and maximizing the lifetime value for customers across their entire journey. Drawing on 9 years of B2B marketing experience, Jesse is passionate about communication, branding and strategic marketing. He also plays a mean lead guitar and can throw down at karaoke.