A playbook on monitoring, managing, and improving the key selling inputs and outputs of SDRs
Table of Contents
Overview
Want help deploying one of these playbooks? Contact your CSM here.
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.
- 📈 💰 🥓 🥖 SDR Team - Last Month Outcomes
- 📈 🎣 🐣 SDR Team - 📆 Last Week Outcomes / Month In Progress
- ☀️ 🍳 SDR Team - Rise & Shine Dash
- 🐣 💰 🎯 SDR Team - Week In Progress / Month In Progress
- 🚨SDR Team Warning Alert Feed
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
| 📊 Metric, Filters, Splits | 👫 Subject(s) | 📅 Time Interval | 📅 Time Grouping | 📸 Screenshot |
| Opps Created | All SDRs | Last Month | None | Screenshot |
| New Contacts Touched | All SDRs | Last Month | None | Screenshot |
| Emails Sent | All SDRs | Last Month | None | Screenshot |
| Email Engagement Rate | All SDRs | Last Month | None | Screenshot |
| Accounts Touched | All SDRs | Last Month | None | Screenshot |
| Contacts Touched | All SDRs | Last Month | None | Screenshot |
| Opps Created | All SDRs | Trailing 90 | None | Screenshot |
| Activity Per Opp Created | All SDRs | Last Month | None | Screenshot |
| Conversion: Acct Touched to Accepted Opp | All SDRs | Last Month | None | Screenshot |
| Win Rate on Sourced Opps | All SDRs | Last Month | None |
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
|
📊 Metric, Filters, Splits |
👫 Subject(s) |
📅 Time Interval |
📅 Time Grouping |
📸 Screenshot |
|
ALL SDRs |
Last Week |
None |
||
|
ALL SDRs |
This Month |
None |
||
|
ALL SDRs |
Last Week |
None |
||
|
ALL SDRs |
This Month |
None |
||
|
ALL SDRs |
Last Week |
None |
||
|
ALL SDRs |
This Month |
None |
||
|
ALL SDRs |
Last Week |
None |
||
|
ALL SDRs |
This Month |
None |
||
|
ALL SDRs |
Last Week |
None |
||
|
ALL SDRs |
This Year |
By Month |
||
|
ALL SDRs |
Last Week |
None |
||
|
ALL SDRs |
This Month |
None |
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
|
📊 Metric, Filters, Splits |
👫 Subject(s) |
📅 Time Interval |
📅 Time Grouping |
📸 Screenshot |
|
ALL SDRs |
Yesterday |
None |
||
|
ALL SDRs |
This Week |
None |
||
|
ALL SDRs |
Yesterday |
None |
||
|
ALL SDRs |
This Week |
None |
||
|
ALL SDRs |
Yesterday |
None |
||
|
ALL SDRs |
This Week |
None |
||
|
ALL SDRs |
This Week |
None |
||
|
ALL SDRs |
Yesterday |
None |
||
|
ALL SDRs |
This Week |
None |
||
|
ALL SDRs |
Yesterday |
None |
||
|
ALL SDRs |
This Week |
None |
||
|
ALL SDRs |
Trailing 30 Days |
By Week |
||
|
ALL SDRs |
Trailing 90 Days |
By Month |
||
|
ALL SDRs |
Trailing 30 Days |
By Week |
||
|
ALL SDRs |
Trailing 90 Days |
By Month |
||
|
ALL SDRs |
Trailing 30 Days |
By Week |
||
|
ALL SDRs |
Trailing 30 Days |
By Week |
||
|
ALL SDRs |
Trailing 30 Days |
By Week |
||
|
ALL SDRs |
Trailing 6 Months |
By Month |
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
|
📊 Metric, Filters, Splits |
👫 Subject(s) |
📅 Time Interval |
📅 Time Grouping |
📸 Screenshot |
|
ALL SDRs |
This Week |
None |
||
|
ALL SDRs |
This Year |
By Week |
||
|
ALL SDRs |
This Month |
None |
||
|
ALL SDRs |
This Year |
By Month |
||
|
ALL SDRs |
This Week |
None |
||
|
ALL SDRs |
This Month |
None |
||
|
ALL SDRs |
This Week |
None |
||
|
ALL SDRs |
Last Week |
None |
||
|
ALL SDRs |
This Week |
None |
||
|
ALL SDRs |
This Month |
None |
||
|
ALL SDRs |
This Week |
None |
||
|
ALL SDRs |
This Month |
None |
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.
Screenshot: https://share.getcloudapp.com/bLuKNQmN
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
📈 🎣 🐣SDR Team - 📆 Last Week Outcomes / Month In Progress
☀️ 🍳 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:
