Yesterday, we hosted a webinar presentation with our friends at DataHug on how to measure your SDR and AE teams. During the live show, we received a lot of great questions regarding the particulars of building out some of these measurement processes (i.e. Salesforce reports).
This in mind, I thought I'd give a quick tutorial on the basics of SDR reporting, while showing you how to build five simple reports that measure SDR activity, productivity and (of course) performance.
1. Total Sales Development Bookings
I call this one the bottom-line report. It answers the simple question "How much $$$ was sourced by the SDR team this month?"
First off, you're going to want to select an opportunity report. No need to get fancy with it. Once you're there, you'll want to choose the following criteria to get started:
-All opportunities with Status = closed won
-Close Date = This Month
-Sourced by Role = Lead or sales development representative
[Quick note - if you haven't already, you'll want to bucket your SDRs into their own Salesforce role. This way, you can distinguish them from AEs, marketing, customer success and other departments that may be using the CRM. Datto has a nice article on how to set this up if you are so inclined :) ]
Once you've done this, you'll want to add in the field Sourced by and, using the dropdown, select Group by this field. This will tell you which SDRs are generating revenue.
In order to get the revenue totals, add the field Amount as a column in your report results. Select the dropdown for this field and hit Summarize --> Sum.
Last but not least, let's create your chart. Hit the add chart button and use the following criteria to populate a chart of revenue by SDR this month.
Remember, you can always tweak this chart by adding more groupings to your report. For example, if you wanted to group this by region, you can create a grouping using any of Salesforce's location fields (country, region, state etc.).
2. Total Sales Development Pipeline Generated
As you know, measuring SDR performance based solely on closed bookings is a pretty big oversight. Given that AEs are generally responsible for the health of an opportunity once it has been passed over the fence, it becomes much more important to base SDR performance off of metrics they can control.
So let's go over pipeline -- i.e. the dollar amount attached to an opportunity once an AE has created a quote or communicated pricing to a prospect.
Similar to bookings, we're going to start with an opportunity report. Here's the first set of parameters:
-All open opportunities
-Created Date = This Month
In this case, you want to filter out opportunities that do not have a value in the amount field. This will give you only opportunities that have a dollar amount attached.
Similar to bookings, we're going to select Group by this Field for the Sourced by field to break it down by the individual sales rep.
We're also going to select Group by this Field for the Stage field. This will help us understand at what point in the sales funnel our dollars are.
To finish things up, let's create the chart. This time, we're going to have Sum of amount on the x-axis and Sourced by on the y-axis (remember to summarize the amount field by sum before you create the chart). Finally, create the grouping for Stage and you're good to go!
3. Opportunities by SDR by Source
Do your SDRs work a combination of inbound and outbound leads? If so, this report will help you drill down into which channel is converting best.
Start off by creating an opportunity report that shows all opportunities created this month by the sales development team. Again, this is defined by roles.
Next, it's time to create a bucketed field, so you can group certain lead sources together. This feature is found at the top of the left-hand menu on any report screen.
In this case, you'll want to create two buckets -- call them inbound and outbound -- then group your lead sources accordingly. In this case, I've started grouping marketing-related sources in the inbound bucket.
Once you've created your buckets. Add the bucketed field into your report columns and create two groupings -- one for Sourced by and one for the name of your bucket field.
Now, when you go to create your graph, make sure you group results by the bucket field to get a sense of which opportunities are coming from inbound leads and which opportunities are coming from outbound leads.
There you go! An opportunity report filtered by SDR and bucketed by Lead Source. Now you can better understand which approach works best for your team.
4. Total Sales Emails and Calls
Now that you've got a nice array of reports that measure performance, it's time to get down to the nitty gritty -- emails and calls. Use this to establish a baseline and remember -- activity does not always lead to productivity.
To measure email and call metrics, you'll want to start off with an Activity Report. Follow these criteria first to pull all activities completed by SDRs this month.
[Quick note: in order to track activities, you'll need to make sure that your reps are bcc'ing Salesforce on outbound emails or clicking log a call after every dial. If you have a sales automation tool -- i.e SalesLoft, Outreach, Yesware, ToutApp, PersistIQ -- this should be pretty easy to setup.]
The key criteria for this report is the Subject field. Make sure you know how to distinguish outbound calls from emails by checking what they look like in the activity history. In our case, we simply use the contains function and type in "email" or "call".
Once you've done this, you'll want to group results by the Assigned field. This will separate out each SDR's activities.
As for the graph - go for a simple bar graph - no need to get fancy.
Tip: Remember how we mentioned that activity doesn't always lead to productivity? Use this graph in tandem with your opportunity and pipeline reports to get a better understanding of how each rep's activity is leading to performance and output.
5. Inbound Leads Worked / Pipeline
Last but not least, it's good to get a feel for how many leads each SDR is working and what the statuses of these leads are.
If, for example, a particular SDR has a lot of untouched inbound leads in their pipe, you'll want to have them spend more time researching and qualifying these prospects and less time sourcing new leads. If another SDR has dozens of contacted leads and very few engaged, you may want to look into the quality of their email and call lingo.
Let's start with a Lead report with the following criteria.
Note the HubSpot Score and Lead Status fields. In this case, we've set a scoring threshold for which leads get deemed "qualified" and are therefore passed to the SDR team. To learn more about lead scoring, check this out. As for lead status, we only want to show the leads that SDRs are currently working. This means we took out statuses like unqualified, do not contact and converted.
Next we're going to want to group by two fields - Lead Owner then Lead Status. This helps us break things down by SDR and understand where leads are in each rep's pipe.
Onto the graph. This one's pretty simple, but remember to group by lead status.
There you go! Five fairly simple reports to get more visibility on your SDRs. Feel free to suggest new reports in the comments. Would be interested to hear what everyone is up to.