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3 Critical Outbound Metrics

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Outbound SDR teams sell to companies, not individuals, so your outbound prospecting funnel should be focused on companies. Having a deep understanding of your outbound prospecting funnel is necessary for forecasting and improving your team's performance. In this presentation, we'll talk about the metrics that make up your funnel and why they are critical.
Created by Taft Love & Chris Bryson.

Published in: Sales
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3 Critical Outbound Metrics

  1. 1. 3 CRITICAL OUTBOUND METRICS Taft Love & Chris Bryson www.icebergops.com
  2. 2. E-mail: taft@icebergops.com Web: icebergops.com 02 CHRIS BRYSON Enterprise AE, Dropbox TAFT LOVE VP Sales, DocSend Co-Founder, Iceberg RevOps
  3. 3. E-mail: taft@icebergops.com Web: icebergops.com 03 A LITTLE HISTORY Chris and Taft worked together to build Sales Development and Operations functions for PandaDoc and SmartRecruiters before moving into enterprise sales and sales leadership. Led 5 teams across 4 cities Hired more than 50 SDRs together Generated over $150m in AE pipeline Helped build and improve dozens of SDR programs
  4. 4. UPLEVEL THE SDR FUNCTION. Help SDR leaders and their teams get a seat at the executive table. OUR GOAL
  5. 5. E-mail: taft@icebergops.com Web: icebergops.com 05 WHO IS THIS FOR? Teams doing focused outbound prospecting in Mid Market and Enterprise. Leaders Understand your funnel and plan accordingly Reps Understand your funnel so you know what inputs lead to pipeline Execs Know what metrics you need from SDRs to forecast outbound pipeline
  6. 6. E-mail: taft@icebergops.com Web: icebergops.com 06 WHAT WE NOTICED... Data-driven outbound Sales Development wins up-market. Outbound programs are the new norm in MM and Enterprise. BUT THERE’S A PROBLEM... Sales Development doesn’t have a seat at the proverbial table. Few SDR leaders can accurately project outbound pipeline.
  7. 7. E-mail: taft@icebergops.com Web: icebergops.com 07 VP SALES A qualified VP Sales can reliably forecast her output with four metrics: # Opportunities $ Average Opp % Win Rate T Sales Cycle SALES Outbound Prospecting Inbound Marketing ?
  8. 8. “Tracking sales velocity over time allows you to benchmark your own sales velocity against other teams, compare the effectiveness of individual reps or regions, and see how changes to the sales processes impact your business, for better or worse.” - Marketo Blog (Source) E-mail: taft@icebergops.com Web: icebergops.com 08 SALES VELOCITY RATE SVR = Deal Cycle (T) # Opps Avg Opp $ Win RateX X
  9. 9. E-mail: taft@icebergops.com Web: icebergops.com 09 MARKETING FUNNEL A qualified VP Marketing can reliably forecast his output with: Budget Cost Per Lead Lead-MQL Rate SALES Outbound Prospecting Inbound Marketing ?
  10. 10. E-mail: taft@icebergops.com Web: icebergops.com 10 SALES Outbound Prospecting Inbound Marketing ?
  11. 11. E-mail: taft@icebergops.com Web: icebergops.com 11 SALES DEVELOPMENT METRICS Call volume Call-to-connect ratio TACTICAL PERFORMANCE METRICS: Email response rates Number of meetings Email open rates Meetings set Closed outbound revenue RESULTS METRICS: Pipeline creation
  12. 12. WHAT’S MISSING?
  13. 13. E-mail: taft@icebergops.com Web: icebergops.com 13 Qualified Meeting Set Engaged Activated Who: SDR & Marketing • Mark Accounts as active in CRM • Create account plan with Sales • Add relevant Contacts to Account • Begin outbound sequences Who: SDR & Marketing • At least 1 prospect responds to outreach • SDRs qualify before passing to AEs Who: SDR • Meeting set btw prospect and AE • Logged as Event in Salesforce Who: SDR & Sales • Opportunity created • Passed to Account Executive • This is the top of the Sales funnel OUTBOUND PROSPECTING FUNNEL
  14. 14. E-mail: taft@icebergops.com Web: icebergops.com 14 METRIC 1 Activated Accounts Per Opportunity On average, how many accounts do you need to approach to create a new opportunity? You have to clearly define “active”. For example: 3 contacts have received at least 1 touch. Activation should be measured, not self-reported. It’s difficult for SDRs to focus on their job and tracking their own metrics. Activation should be the north star. Nothing else matters if you don’t approach the right number of acounts. Separate values for different segments. Don’t blend MM, and Ent opportunities into a single value.
  15. 15. E-mail: taft@icebergops.com Web: icebergops.com 15 METRIC 2 Average Opportunity Value On average, how much pipeline does an opportunity add? Only factor in Outbound opportunities. Until you can measure it, guess conservatively. This is especially true for Land-and-Expand sales. Separate values for different segments. Don’t blend MM, and Ent opportunities into a single value.
  16. 16. E-mail: taft@icebergops.com Web: icebergops.com 16 METRIC 3 Outbound Cycle Time How long does it take you to create a new opportunity via cold outbound? To measure this, you have to mark when an account is activated. This is why clearly defining activation is so important. Separate values for different segments. Don’t blend MM, and Ent opportunities into a single value.
  17. 17. E-mail: taft@icebergops.com Web: icebergops.com 17 OUTBOUND VELOCITY RATE OVR = Outbound Cycle Time AAC* Active/Opp Avg OppX X
  18. 18. E-mail: taft@icebergops.com Web: icebergops.com 18 WHY DOES THIS MATTER? Standard SDR metrics like call volume, connect rate, and email response rate are tactical and focused on individuals, not companies. Sales Development earns a seat at the table when they can quantify AND project their contribution to the business.
  19. 19. CONTACT INFORMATION TAFT LOVE taft@icebergops.com www.icebergops.com

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