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Setting Goals for SDRS

SDR-Management-Compensation

Setting Goals for SDRs is difficult but essential to building a sustainable sales pipeline to consistently meet or exceed quota each quarter.

To help set goals for SDRs is is advantageous to leverage the work of the BridgeGroup who recently surveyed 434 B2B companies to establish industry standards for B2B SDR teams.

The B2B SDR Research Study Participants

  • 434 Executives from a diverse set of B2B companies
  • 89% with headquarters in North America
  • $24M median annual revenues
  • $28K median average selling price (ASP)

Below are some key takeaways for the B2B SDR Research Study.

Setting Goals for SDRS- Where do SDR Groups Report

  • 90% of SDRs that focus on outbound activities report to the sales team
  • 61% of blended SDRs (inbound and outbound) report to the sales team
  • 53% of SDRs that focus on inbound activities report to the sales team

Setting Goals for SDRS- What is the Primary Responsibility of the SDR Team

  • Inbound activities, 6%
  • Outbound activities, 20%
  • Dedicated inbound and outbound teams 25%
  • Blended (inbound and outbound) 49%

Setting Goals for SDRS – Primary Metric for SDRs

  • Setting introductory meetings 37%
  • Setting semi-qualified meetings 31%
  • Passing fully qualified opportunities 32%

Setting Goals for SDRS – Average SDR Ratios

  • 1 SDR for each AE, 18%
  • 1 SDR for every 2 AEs, 29%
  • 1 SDR for every 3 AEs, 15%
  • 1 SDR for every 4 AEs, 9%
  • 1 SDR for every 5 AE, 18%
  • Multiple SDRs for 1 AE, 11%

Where-Do-SDRs-Fit-Within-a-B2B-Organization


Setting Goals for SDRS – SDR Reps in Multiple Locations

  • <$5M, 36%
  • $5M-19M, 34%
  • $20-49M, 49%
  • $50-99M, 63%
  • $100-249M, 61%
  • $250M+, 70%

Top Locations for SDR Functions

  • California
  • New York
  • Colorado
  • Texas
  • Massachusetts
  • Georgia
  • Oregon
  • North Carolina
  • Illinois

Setting Goals for SDRS – Primary Factor to Create SDR Territories

  • Geography, 72%
  • Named Accounts, 40%
  • Verticals, 31%
  • Round Robin, 20%

Setting Goals for SDRS – SDR Attrition Rates

  • Less than 10% attrition, 8%
  • 10% – 29% attrition, 48%
  • 30% – 49% attrition, 23%
  • 50% – 69% attrition, 9%
  • 70% – 89% attrition, 3%
  • 90%+ attrition, 9%

Total Attrition Rates for SDRs

  • Companies with less than $20M in annual revenues, 54%
  • Companies with $20M-$99M in annual revenues, 36%
  • Companies with $100M+ in annual revenues, 30%

Involuntary Attrition Rates for SDRs

  • Companies with less than $20M in annual revenues, 32%
  • Companies with $20M-$99M in annual revenues, 22%
  • Companies with $100M+ in annual revenues, 19%

Voluntary Attrition Rates for SDRs

  • Companies with less than $20M in annual revenues, 22%
  • Companies with $20M-$99M in annual revenues, 15%
  • Companies with $100M+ in annual revenues, 11%

Setting Goals for SDRS – Average SDR Compensation

  • Base Salary, $48K
  • OTE, $75K
  • Mix, 64%-36%

SDR OTE As a Function of Company Revenues

  • Company revenue <$5K, $69K
  • Company revenue $10-24K, $70K
  • Company revenue $25-49K, $74K
  • Company revenue $50-99K, $75K
  • Company revenue $100K+, $81K

Factors Impacting SDR Variable Compensation

  • # of activities
  • # passed
  • # accepted
  • $ won

Setting Goals for SDRS – Monthly SDR Quotas – Introductory Meetings

  • Meetings Passed, 21
  • Meetings Converted, 11

Monthly SDR Quotas – Fully Qualified Opportunities

  • Opportunities Passed, 15
  • Opportunities Converted, 10

Setting Goals for SDRS – SDR Quota Attainment

  • Less than 50% quota attainment, 18%
  • 50-59% quota attainment, 14%
  • 60-69% quota attainment, 16%
  • 70-79% quota attainment, 23%
  • 80-89% quota attainment, 18%
  • Greater than 90% quota attainment, 12%

Setting Goals for SDRS – Amount of Pipeline Sourced by SDRs

  • SDR-Metrics-Average-Lead-Response-Time<$1M, 9%
  • $1-1.99M, 22%
  • $2-2.99M, 25%
  • $3-3.99M, 17%
  • $4-4.99M, 18%
  • $5-5.99M, 7%
  • $6M+, 2%

Number of Dials Per Day Per SDR

  • 2010, 47
  • 2012, 56
  • 2014, 52
  • 2016, 46
  • 2018, 45

Quality Conversations Per Day Per SDR

  • 2014, 8
  • 2016, 5.8
  • 2018, 5.1

SDR-Metrics-Average-Attempts-to-ContactAttempts per Prospect Per SDR

  • 2010, 4.7
  • 2012, 5.6
  • 2014, 7.3
  • 2016, 8.2
  • 2018, 9.1

Setting Goals for SDRS – Monthly Spend on Technologies to Support SDRs

  • <$100, 10%
  • $100-249, 31%
  • $250-499, 27%
  • $500-999, 26%
  • $1000+, 6%

Setting Goals for SDRS – SDR Manager Compensation

  • Companies with revenues <$5M, $121K
  • Companies with revenues $5-49M, $125K
  • Companies with revenues $50-99M, $127K
  • Companies with revenues $100-249M, $127K
  • Companies with revenues $250M+, $131K

SDR Director Compensation

  • Companies with revenues <$5M, $140K
  • Companies with revenues $5-49M, $163K
  • Companies with revenues $50-99M, $161K
  • Companies with revenues $100-249M, $178K
  • Companies with revenues $250M+, $197K

SDR VP Compensation

  • Companies with revenues <$5M, $200K
  • Companies with revenues $5-49M, $204K
  • Companies with revenues $50-99M, $200K
  • Companies with revenues $100-249M, $216K
  • Companies with revenues $250M+, $260K

Setting Goals for SDRS – Top SDR Management Challenges

  • Productivity/performance
  • Coaching & development
  • List & data sourcing
  • Recruiting & hiring On-going training
  • Motivation
  • Metrics/reporting (collection, interpretation)
  • Ramp & on-boarding Compensation (optimizing, planning)
  • Retention
  • Technology (selection, maximizing use)

Additional Marketing Automation & Predictive Marketing Resources From Four Quadrant

Strategic Account Plan Template >>

Free Go to Market Templates >>

Quick Reference Sales Card >>

Charts, Stat’s & Graphics for Sales >>

QBR Presentation Template >>


Go to Market Planning Examples

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