trics art 12 Outcome-based metrics P ABSD me Activities are all very important – but only Pipeline created – the number and value of if they generate the outcomes you need. meetings and/or opportunities created for AEs So you need to track that too. Outcome- Three big metrics that Zenefits tracks: based metrics include: Revenue generated – the mother of all metrics: 1) Account to opportunity conversion the value of closed deals initiated by SDRs – essentially the effectiveness of the ‘Accounts accepted’ rate – a pipeline metric SDR on a per account basis. We often often measured per thousand accounts celebrate the high volume opportunity prospected, as in this Bridge Group benchmark: creators in the SDR world, but how many accounts did they have to work Bridge group outbound index through to get there? 36 35 35 2) Meetings held per week – Much more 31 33 important than meetings set and 30 a metric that a lot of organizations get wrong. 3) Opportunity to close ratio – this tells you if the SDR, Sales, and Marketing teams are aligned. Robby Allen, Director of Sales Development, Zenefits Q1-2013 Q2-2013 Q3-2013 Q4-2013 Q1-2014 Q2-2014 Note, however, that this metric should be significantly higher for ABSD than the average. 124