1. Pipeline Management /
SDR to Field Representatives
Techniques to ensure appropriate lead and qualified opportunity distribution
from SDR’s supporting multiple field Representatives.
By Derrick Williams
Senior Inside Sales and Sales
Development Manager

2. Points to consider.
Not all reps and pipelines are created equally. The goal shouldn’t be providing equal distribution to field reps,
but more effectively, to drive at least 4x coverage on new business across the sales organization.
Based on tenure and ability, the health of each pipeline is different. Take a look at each Field Rep’s pipeline
and plot the course accordingly, some may require more time than others.
Keep the alignment ratio small. In keeping the alignment small, you’re able to mitigate disproportionate
contributions. When SDR’s have too many reps to support, the result is ineffective pipeline coverage.
SDR quotas by sales rep. I’m not a big fan of doing this, compensation becomes even more complex which often
leads to higher attrition. Quotas and commission plans should be set in a way where SDRs are incentivized to
be proactive in all assigned patches. With that said, allocating quotas by assignment to ensure proper
distribution is a highly effective.

3. 5 SDR time-allocation techniques.
“Five Best” practices for SDR’s supporting two or more Reps:
1. Dedicated days for each Sales Rep. Concentrating your time on a specific patch, will help with lead and
opportunity distribution and territory planning.
1. Tag your call-backs with the Sales Rep’s name. This is an easy way to balance your time on a day-to-day
basis, and provide insight regarding future time allocation.
1. Cross coordinate on events. Sales Reps who drive new events in their patch and collaborate with their SDR on
planning and execution typically see more from their SDR.
1. Proactive participation by the Sales Rep. In a lot of ways, this is a give-get relationship. The more time Sales
Rep spending partnering with (not bossing) their SDR, the more they will see new leads!
1. Provide a balanced targeted account list. Garbage in, garbage out. If you assign SDRs accounts least likely to
do business, then you shouldn’t be disappointed with poor quality and volume.

4. Managing the SDR performance distribution.
3 pillars of SDR Desk Management:
Pillar #1 - Expectation:
How much should each rep be fed? Establish 4x (or more) coverage targets by Sales Rep and constantly monitor
progress. Typically, there are other pipeline sources working in parallel (marketing, channel and Sales Rep
generated). Identify SDR expected level of contribution and manage to that target.
Pillar #2 - Governance:
Are all reps being fed appropriately? Use CRM dashboards to provide clear insights to “SDR performance by
Sales Rep,” and total pipeline attribution.
Pillar #3 - Ongoing Planning:
Who requires more feeding? Prepare pipeline reports to provide a clear line of sight regarding any gaps in the
pipelines. Adjust and prioritize SDR focus accordingly.

5. Thank you.
derrickw0@gmail.com
LinkedIn · Twitter · Derrick Williams