Pipeline Generated by SDR
Total value of pipeline sourced by the SDR function in a period
What is Pipeline Generated by SDR?
Pipeline generated by sales development representatives (SDRs) is the total value of opportunities that came from meetings those reps booked. It shows how much future revenue the prospecting team is creating.
SDR teams exist to feed the pipeline, so this is their main output measure.
How this KPI is measured
- Function
- Sales
- Sub-function
- Lead Generation
- Industry
- All Industries
- Type
- Leading
- Impact
- Revenue
- Unit
- $
- Measurement frequency
- Monthly / Quarterly
- Formula
- Sum of opportunity values attributed to SDR-sourced meetings
How to calculate it
Add up the values of opportunities attributed to SDR-sourced meetings in the period.
For example, if SDRs sourced 45 opportunities with a combined value of 1,350,000, the pipeline generated is 1,350,000.
Agree the credit rule with account executives, and count opportunities only when they are accepted as genuine.
Where it is used
Setting SDR targets
Give the team a pipeline goal.
Judging team return
Compare pipeline with cost of the team.
Planning capacity
Size the team from pipeline needs.
How to improve it
Tips and common mistakes
- Pipeline is not revenue. Check what closes.
- Reward quality as well as value.
- Avoid inflating opportunity values.
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