Overview: Number of opportunities created by the rep that reached a sales accepted stage during the given time period, divided by the number of unique accounts touched during that time period.
Why it’s important: The metric is a measurement of how effective an SDR is at generating qualified opportunities from their account book. For an SDR who is overall more efficient, there may be transferable learnings about their approach that can work for others on the team. This metric can also help in overall account planning, to determine what size SDR books need to be.
Who it’s useful for: SDRs and their managers, and sales operations.
Definition: For a given time period, the total number of opportunities created by a given rep that reached a sales accepted stage during that time period, divided by the total number of unique accounts called, emailed, or met with during that time period.
What data is used?: Opportunity data from Salesforce, including who created the opportunity and the opportunity stage history. By default, Atrium uses the standard Created By field in Salesforce, but that field can be remapped by any Atrium administrator in the "Opportunity Mapping" section. Which field denotes "sales accepted" can be updated in the same section. To determine the number of unique accounts touched, Atrium uses email data from Gmail, meeting data from Google Calendar, and call data from Tasks in Salesforce.
Alerting: Alerting on this card is based on the the trailing 30 days. Personal alerts will compare conversion rate for the trailing 30 days to the average over the prior six 30-day periods. Peer alerts will compare against peers during the trailing 30 days. Weekly, monthly, and quarterly goals can also be set on this card, although we recommend a minimum of a month in order to ensure a large enough sample of data.
Back of Card: The data on the back of this card shows, for each opportunity reached a sales accepted stage and for each account touched, the individual rep, the date range, the related company's name, whether the row denotes an accepted opp or an account touched, the current stage of the opportunity, the tier and type of the associated account, the opportunity amount, the date that the opportunity was created, the opportunity source, the subject line of the last touch (email, call, or meeting) on the account, and for accounts touched, the total number of emails, calls, and meetings, and the date of the last account touch.
How to use it: An SDR manager may want to use this card to understand the overall effectiveness of each SDR on the team in converting account touches to qualified opportunities. Once understanding the overall picture, the manager can then use the other conversion rate cards to see if there's a specific point in the SDR funnel where one rep is overachieving to reach a higher overall conversion rate.
A sales ops leader may use this card during planning to ensure the SDR territories are of a sufficient size to allow SDRs to reach their goals.