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The role of a BDR (Business Development Rep) revolves around making calls and booking demos. But, these aren’t the only metrics that matter to measure your team’s success and determine their focus.

As the exec responsible for ensuring our BDR team hits our pipeline requirements, I look at a variety of reports daily to benchmark my team against industry standards, make sure they are measuring up to internal assumptions, and inform my decisions on where we could improve.

If you’re building your company’s BDR team to scale, here are the top 5 Spiro reports I think you need to review daily.

1. Call Connection Rates

What good is making 100 calls a day if your reps don’t talk to a single person? Of course we use Spiro, which has a built-in dialer to automatically track calls, as well as setting next steps and entering notes from those calls. This automatic data entry lets me see which call campaigns and BDRs have the best connection rates. I can even see what time of day we have the most success reaching our prospects.

2. Attempts Per Contact

True, your reps SHOULD be calling everyone assigned to them until they answer the phone, but do they? With handling leads coming in from multiple sources and simultaneously managing a few different lists, it’s easy to have something fall through the cracks. At the end of the month, I run an exception report that shows all contacts assigned to a particular BDR in the month that they haven’t tried to call yet. They can then work through that list to make sure no stone is left unturned!

3. # of Contacts Converted to Demos

Not only do you need to know how many calls are connecting but you need visibility into how many people your BDR team actually speaks with. This is an important distinction because a BDR may call, and talk to, the same prospect 5 times in a single month, but they are still only talking to one unique contact. If you start to see that one BDR is having a low rate of converting conversations to demos, then you can help them work on their cold calling and do some role playing around pitching prospects.

4. Percentage of Qualified Demos

If your team is booking demos (or sales calls, etc.), it’s critical to know whether or not they’re booking qualified opportunities. My team’s goal is to schedule demos with our AEs, and if those don’t turn into qualified opportunities, I sit with each BDR to review the questions they need to ask in the screening. For example: Are they scheduling it with a decision maker? Are they asking about budget, timing and need? I can also run a report, to show if the BDRs are confirmed the demo date and info to make sure their prospect really shows up for the meeting.

5. Success by Call List

Especially for BDR teams, it’s an important factor to know which call lists are working, particularly how many demos were scheduled off the list versus how much you paid for it. I regularly run reports in Spiro to see the volume of qualified opportunities that came from each unique call list.

Summing It All Up
If you have the data to analyze, you can then make adjustments and better your chance of success. As I build our BDR team, I’m focused on ensuring each rep is successful, so understanding how they are performing against industry standards and internal expectations is key. But those metrics only matter if you use the data to better your team and push them to succeed.

Editor’s note: if you’d like to see how Spiro can help you get this level of visibility, we’d be happy to set up a demo here .

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About the Author Taice Perrotti

Taice is Spiro's VP of Business Development. When she's not working to promote the benefits of Spiro's proactive relationship management platform and how it can help change the way sales people work, she's enjoying walks with her dog and trying new Boston restaurants.

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