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SDR Benchmarks & Metrics

SDR Benchmarks & Metrics

The SDR Benchmarks & Metrics below are great guidelines to reference and use to set-up your SDR function or to make adjustments to an existing team.

As sales teams know all too well, a bucket of leads is not what sales reps desire.  And, when the right leads are created there is still a chance for failure because of poor Sales & Marketing hand-offs.

The Bridge Group surveyed over 300 B2B companies with sales development teams and key highlights from the Sales Development 2016 Report are summarized below.

SDR Benchmarks & Metrics – Percentage of SDRs Reporting to Sales

  • 64% – Exclusively Inbound Qualification
  • 58% – Mostly Inbound Qualification
  • 72% – Inbound & Outbound Focus
  • 80% – Mostly Outbound Qualification
  • 86% – Exclusively Outbound Prospecting

SDR Benchmarks & Metrics – SDR Models in Use

  • Setting Introductory Meetings – 38%
  • Setting Semi-Qualified Meetings – 18%
  • Passing Fully Qualified Opportunities – 42%

Setting Introductory Meetings – prospect has an understanding of the value proposition but have not been qualified as to their readiness or ability to move forward

Generating Qualified Opportunities – a meeting is trying to be set but the prospect has moved from curiosity to interest and meets or exceeds the minimum threshold criteria

The Percentage of Companies That Use Setting Introductory Meetings & Generating Qualified Leads

  • Companies with revenue less than $5M, 37%
  • Companies with revenue of $5M – $19M, 52%
  • Companies with revenue of $20M – $49M, 56%
  • Companies with revenue of $50M – $99M, 58%
  • Companies with revenue of $100M – $249M, 62%
  • Companies with revenue of $250M+, 67%

SDR Benchmarks & Metrics – SDR to AE Ratios

  • Multiple SDRs for 1 AE – 9%
  • 1 SDR for 1 AE – 24%
  • 1 SDR for 2 AE’s – 29%
  • 1 SDR for 3 AE’s -16%
  • 1 SDR for 5 AE’s – 14%
  • 1 SDR for 5 AE’s – 10%

Companies With Multiple Locations by Revenue

  • Companies with revenue less than $19M, 28%
  • Companies with revenue of $20M – $49M, 46%
  • Companies with revenue of $50M – $99M, 42%
  • Companies with revenue of $100M – $249M, 47%
  • Companies with revenue of $250M+, 57%

SDR Benchmarks & Metrics – Top Primary Locations

  • California
  • Georgia
  • Massachusetts
  • New York
  • Texas

SDR Benchmarks & Metrics – Top Secondary Locations

  • Arizona
  • Colorado
  • Georgia
  • North Carolina
  • Utah

SDR Benchmarks & Metrics – Territory Planning is Driven By

  • Geography – 60%
  • Named Accounts – 23%
  • Round-robin – 23%
  • Verticals – 18%
  • Shark Tank Pool – 7%

SDR Benchmarks & Metrics – Average SDR Experience at Hire

  • 2009 – 2.4 years
  • 2010 – 2.5 years
  • 2012 – 2 years
  • 2014 – 1.8 years
  • 2016 – 1.3 years

SDR Benchmarks & Metrics – Required Experience by ASP

  • Less than $25K, 1.1 years
  • $25K – $49K, 1.3 years
  • $50K-$99K, 1.4 years
  • $100K-$249K, 1.5 years
  • $250K+, 1.8 years

SDR Benchmarks & Metrics – Average SDR Ramp Time

  • 2009 – 3.5 years
  • 2010 – 3.2 years
  • 2012 – 3.1 years
  • 2014 – 3.8 years
  • 2016 – 3.3 years

SDR Benchmarks & Metrics – Average SDR Tenure

  • 2009 – 2.4 years
  • 2010 – 2.5 years
  • 2012 – 2 years
  • 2014 – 2.2 years
  • 2016 – 1.4  years

SDR Benchmarks & Metrics – Average Compensation for SDRs

  • Base Salary, $46K
  • OTE, $72K
  • Base/Variable, 64%,36%

SDR Benchmarks & Metrics – SDR OTE By Year

  • 2009, $77K
  • 2010 – $74K
  • 2012 – $72K
  • 2014 – $72K
  • 2016 – $72K

Drivers of Variable SDR Comp – Meetings

  • Approximately 40% of companies use the Number of Meetings Passed
  • Fewer Than 25% of companies use the Number or Value of Opportunities Won

Monthly Quotas for SDRs

  • Meetings Set, 21
  • Meetings Converted, 11
  • Generation of Qualified Opp’s
  • Qualified Opp’s Passed, 13
  • Qualified Opp’s Accepted, 9

Note: quota’s have an inverse relationship with ASP

SDR Benchmarks & Metrics – SDR Performance Against Quota

  • Achieving less than 30% of quota, 6%
  • Achieving between 30 – 49% of quota, 15%
  • Achieving between 50 – 69% of quota, 25%
  • Achieving between 70 – 89% of quota, 36%
  • Achieving more than 90% of quota, 17%

SDR Benchmarks & Metrics – SDR Contribution to Sales Pipeline by ASP

  • Companies with revenue less than $5M, 65%
  • Companies with revenue of $5M – $19M, 62%
  • Companies with revenue of $20M – $49M, 53%
  • Companies with revenue of $50M – $99M, 49%
  • Companies with revenue of $100M – $249M, 39%
  • Companies with revenue of $250M+, 40%

SDR Benchmarks & Metrics – Average Dials Per Day by SDR

  • 2009, 46
  • 2010 – 47
  • 2012 – 56
  • 2014 – 52
  • 2016 – 46

Average Number of Attempts to Connect With a Prospect

  • 2010 – 4.7
  • 2012 – 5.6
  • 2014 – 7.3
  • 2016 – 8.2

Average Number of Leads an SDR Works per Month

Includes inbound and outbound

  • Less than 100, 8%
  • 101 – 150, 13%
  • 151 – 200, 23%
  • 201 – 250, 11%
  • 251 – 300, 13%
  • 301 – 350, 4%
  • 351 – 400, 13%
  • 401 – 450, 3%
  • 451 – 500, 10%
  • 501+, 3%

The range for SDRs performing outbound prospecting was 150 – 200 per month

The range for SDRs performing inbound prospecting was 250 – 300 per month

Number of Leads (Inbound) an SDR Works by ASP

  • Companies with revenue less than $5M, 325
  • Companies with revenue of $5M – $24M, 310
  • Companies with revenue of $25M – $49M, 258
  • Companies with revenue of $50M – $99M, 230
  • Companies with revenue of $100M – $249M, 235
  • Companies with revenue of $250M+, 150

SDR Benchmarks & Metrics – SDR Manager to SDR Ratio

  • 2009, 5.8
  • 2010 – 6.1
  • 2012 – 6.4
  • 2014 – 7.1
  • 2016 – 8.1

The effectiveness of the SDR activity model is at the heart of a consistent, healthy and productive sales pipeline.


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