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.

1. 3 CRITICAL
OUTBOUND METRICS
Taft Love & Chris Bryson
www.icebergops.com

2. E-mail: taft@icebergops.com
Web: icebergops.com
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CHRIS BRYSON
Enterprise AE, Dropbox
TAFT LOVE
VP Sales, DocSend
Co-Founder, Iceberg RevOps

3. E-mail: taft@icebergops.com
Web: icebergops.com
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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. UPLEVEL THE SDR FUNCTION.
Help SDR leaders and their teams get a seat at the executive table.
OUR GOAL

5. E-mail: taft@icebergops.com
Web: icebergops.com
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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. E-mail: taft@icebergops.com
Web: icebergops.com
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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. E-mail: taft@icebergops.com
Web: icebergops.com
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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. “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
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SALES VELOCITY RATE
SVR =
Deal Cycle (T)
# Opps Avg Opp $ Win RateX X

9. E-mail: taft@icebergops.com
Web: icebergops.com
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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. E-mail: taft@icebergops.com
Web: icebergops.com
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SALES
Outbound
Prospecting
Inbound
Marketing
?

11. E-mail: taft@icebergops.com
Web: icebergops.com
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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. WHAT’S MISSING?

13. E-mail: taft@icebergops.com
Web: icebergops.com
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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. E-mail: taft@icebergops.com
Web: icebergops.com
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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. E-mail: taft@icebergops.com
Web: icebergops.com
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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. E-mail: taft@icebergops.com
Web: icebergops.com
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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. E-mail: taft@icebergops.com
Web: icebergops.com
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OUTBOUND
VELOCITY RATE
OVR =
Outbound Cycle Time
AAC* Active/Opp Avg OppX X

18. E-mail: taft@icebergops.com
Web: icebergops.com
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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. CONTACT
INFORMATION
TAFT LOVE
taft@icebergops.com
www.icebergops.com