Overview: Number of opportunities created by the rep that reached a sales accepted stage during the given time period, divided by the number of total opportunities created during that time period.
Why it’s important: The metric is a measurement of how well-qualified the opportunities are that an SDR creates. For an SDR who has a higher percentage of their opportunities reaching a sales accepted stage, there may be learnings in the way that SDR is approaching qualification and discovery that could be expanded to the rest of the team. 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 that reached a sales accepted stage during that time period, divided by the total number of opportunities 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. Which field denotes "sales accepted" can be updated in the same section.
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 opportunity created, the rep who created the opportunity, the date range, the Account name, whether the row denotes an accepted opp or an opp created, 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, and the date of the last touch on the opportunity.
How to use it: An SDR manager may want to use this card to understand the overall quality of opportunities being generated by the SDRs on the team, and how those opportunities are to qualified opportunities. 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 qualification and discovery approach 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.