Build and Automate Scorecards for Inbound BDRs
Sales Rep Scorecards let managers see who on the team is performing. They isolate the KPI's that drive your business, and allow you to track them by rep. This is the second post in a series. The first post talks about scorecards for Outbound BDR's.
This post covers building a Sales Rep Scorecard for Inbound BDRs / SDRs. Inbound BDRs and SDRs are the Sales Reps responsible for fielding inbound leads that have been generated by Marketing. Inbound BDRs qualify those leads, and move them along to the next phase of the sales process. These reps frequently report to Marketing, because BDRs work the leads the demand gen team produces. Inbound BDRs shouldn't be solely focused on inbound leads though. Often, it's very productive for them to find other leads inside of the accounts that are coming inbound, in order to get other stakeholders involved in the sales process.
Start With Goals
Start by thinking about what you want your inbound BDR team to achieve. You probably want this team to move leads through your process as quickly as possible. Also, depending on lead flow, you might want these reps to try to move as many leads as possible on to the next stage. Or you might want them to be qualifying leads strictly. Most companies would say they wish their lead flow was higher. So for this post, we'll assume we want our reps to move as many leads as possible on to the next stage (rather than try to qualify out as many leads as possible). The next stage in the process is a sales qualified opportunity - that's when these leads will be passed on to a salesperson responsible for closing the deal. So the high level goal for this BDR team is to produce as many sales qualified opps as possible.
Break Goals Down to Targets
You want to make sure that the BDRs themselves cannot label something as a qualified opp. The sales rep taking the opp should have to accept it so that nobody can game the system.
For the target number of opportunities each rep should be creating, you could do this two ways. If your lead flow is very consistent, you might give each rep a target number of opportunities they need to produce. If lead flow is less consistent, but you tend to generate the same types of leads with similar conversion rates over time, then you would want to give each rep a target on conversion rate. For this post, let's say we want BDRs to produce the largest number of sales qualified opps.
Quantity Metrics -- Identify the Drivers
Now that we have a target, we can look at all the things a BDR can do in order to get to their target. These are the drivers / quantity metrics. It shows the volume of activity each BDR is doing - these drivers should be looked at frequently - perhaps daily, but at least weekly with a thorough review of them monthly.
- Accounts called - How many different accounts each BDR has called into.
- Leads / Contacts sourced - How many different people each BDR has prospected. Just because these reps are handling inbound leads doesn't mean they shouldn't source for leads inside of accounts. Often the inbound lead is a good indication of a qualified account, but is not the right person. Research should be done to find other people in the account to move the deal forward.
- Emails Sent - Total volume of outbound email each BDR has sent.
- Calls - Activity volume. How much outreach each BDR has done.
- Connects - The number of calls where the rep actually had a conversation. For inbound reps, best practice is to track the length of each call, and label a "connect" as a conversation lasting more than some time threshold - say, 120 seconds. If all your reps are getting the same quality of leads, then the reps with more connects are having more productive conversations where they are learning more about the prospect.
- Demos / meetings set - How many meetings or demos each BDR set up during the period.
- Opportunities passed - How many opportunities each BDR sent over the the AE team.
- Sales Qualified Opportunities - How many opportunities were accepted by the AE team (this is our target).
Quality Metrics -- Find the Key Ratios
Assessing drivers on their own is helpful, but it's much easier to understand performance by looking at ratios to figure out where things are going well / poorly. These are quality metrics as opposed to quantity metrics. For instance, you might have a BDR who hasn't made their target for Sales Qualified Opps. Looking at their ratios can tell the story as to why that is.
- Percent of Leads Called - Measures how many leads a rep called as a percentage of the number of leads assigned to them. So reps tend to cherry-pick just the good leads and don't follow up with all the leads they are getting, which can be wasteful as the demand gen team is spending money to produce those leads.
- Contacts Sourced per Account - Sometimes an inbound lead is just a hint that there's potential at an account. Making sure to investigate the account fully, especially if your product sells into the Enterprise, can help to get accounts into your sales process that otherwise would have stalled out if you just had the one inbound lead.
- Calls per Lead - You need to measure how thoroughly BDRs are following up with the leads they are being assigned. One call is not enough. Best practice is about 6 calls per lead. After that, there are diminishing returns.
- Emails Sent per Contact - Shows whether your reps are putting contacts into a cadence, or just sending them one email.
- Unique Leads / Contacts Called - Shows how many different people each BDR has called. You don't want this too high or too low - reps should be calling people more than once, but also not just harassing the same small group of people.
- Connect Rate - This is a good metric to compare across your Inbound BDR team. If a rep has a low connect rate, but is getting the same type of leads assigned as everyone else, that means they are not communicating well and the rep needs training on how to get conversation flowing with a prospect.
- Calls per Opp - A quality indicator showing how many calls a rep needs to make in order to hit their opp goal. For inbound teams, if the rep is hitting their opp goal, AND has a low calls per opp number, you may want to consider giving them more leads. It means this rep is great at communicating value quickly, and moving a lead on to the next step without wasting time.
- Connects per Opp - Same as above, but more of an indication of how many conversations a rep needs to have in order to hit their opp goal. If two reps have the same number of connects, but one creates fewer opps, then that rep needs to do some work on their sales pitch and objection handling.
Put it all Together
Having all of these metrics together for each rep tells you the full story. You can evaluate reps based on whether they hit their goal, and then figure out why they did or didn't achieve it. Having visibility into these metrics allows reps make progress on both the quantity and quality dimensions. You should look at these metrics over time to spot trends in your reps, and take corrective actions earlier rather than later.
Compare and Analyze
The last step is to compare these metrics across your whole BDR team or teams. This lets you compare top performers with bottom performers to understand what makes your good reps so good, and how to improve the performance of the bad reps. Again, this will be a combination of quantity and quality.
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Greg is COO and Co-Founder at Rekener. Greg’s entire career has been focused on using BizOps to grow recurring revenue businesses. Before joining Rekener, he served as VP of Operations at ZeroTurnaround, where he built its BizOps practice and team. He did the same for the AVOKE call center analytics business, a SaaS company within BBN Technologies. He got his start in BizOps for recurring revenue businesses while at AppNeta.
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