Overview: Number of opportunities created by the rep during the given time period, divided by the number of meetings created during that time period.
Why it’s important: The metric is a measurement of how efficiently SDRs are converting meeting creation into opp creation. This metric can also help in overall planning, to help construct the full funnel to understand what sales and marketing contribute to AE pipeline.
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 during a given time period, divided by the total number of calendared meetings created 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. Meeting data is pulled from Google Calendar and includes all meetings where the individual in question created the meeting invite and where at least one attendee on the meeting invite has an external corporate email address, or an email address that appears on a Lead or Contact 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 and meeting created, the rep who created the opportunity, the date range, the Account name, whether the row denotes an opportunity or a meeting created, the current stage of the opportunity, the tier and type of the associated account, for meetings whether the meeting was an initial or follow-up meeting, the opportunity amount, the opportunity source,, the date that the opportunity or meeting was created, and the subject of the last touch on the opportunity.
How to use it: An SDR manager may want to use this card to understand how meetings are translating into opportunities being created. For organizations where the SDR simultaneously schedules a meeting and creates an opportunity, it's possible for this metric to exceed 100% as meetings may be cancelled or rebooked by the AE without SDR involvement. For organizations where the SDR takes an initial discovery call before creating an opportunity, this will be a good measurement of how those qualification calls are converting. This may also be one of the areas where an SDR overachieving on their overall account touched to accepted opp conversion rate is outperforming their peers. If so, digging into their specific process for converting meetings to opportunities may uncover learnings that can benefit the full team.
A sales ops leader may use this card during planning to construct the overall sales and marketing funnel and plan for how many opportunities need to be generated for the AEs.