To know whether an SDR program works, track six numbers: qualified meetings held, show rate, meeting-to-opportunity rate, pipeline created, cost per qualified meeting and time to first meeting. Activity — calls, emails, LinkedIn messages — explains why those numbers move, but it isn't the result.
Why activity isn't enough
Calls made and emails sent are inputs. They're useful for coaching, but a team can hit every activity target and still create no pipeline: the wrong accounts, the wrong message, or meetings that never turn into deals. Measure the outcome first, then use activity to understand it.
1. Qualified meetings held
Meetings with someone who meets your qualification criteria — budget, authority, need and timing — that actually took place. Count meetings held, not booked.
- It's the closest measure of what SDRs control
- Agree on the definition in writing, before the program starts
- Ask account executives to confirm each meeting was qualified
2. Show rate
Meetings held divided by meetings booked. A low show rate usually points to weak qualification, a long gap between booking and meeting, or no confirmation.
- Confirm the day before, with a short agenda
- Book within a few days rather than weeks
- Send the calendar invite from the person who will run the meeting
3. Meeting-to-opportunity rate
Opportunities created divided by qualified meetings held. It tests whether the targeting and qualification are right. If meetings rarely become opportunities, review the ideal customer profile and the qualification questions with your account executives.
4. Pipeline created
The total value of opportunities that came from SDR meetings. It connects sales development to revenue. Track it by segment, market and language to see where the program works best.
5. Cost per qualified meeting
The full cost of the program divided by the qualified meetings it produces. Use it to compare segments, channels, and an agency with an in-house team — always with the full cost, including tools, data and management.
6. Time to first meeting
The number of days between kickoff and the first qualified meeting held, and how long it takes to reach steady volume. It tells you how quickly a new market, segment or rep becomes productive.
The diagnostic layer: activity metrics
When one of the six numbers moves, these explain why:
- Connect rate: calls that reach the right person
- Reply rate and positive reply rate, per segment and per language
- LinkedIn acceptance and reply rates
- Touches per meeting: how much outreach each meeting takes
A simple weekly review
- Compare qualified meetings held with the target
- Check the show rate and the reasons for no-shows
- Read the account executives' feedback on meeting quality
- Compare segments, markets and languages
- Decide one change to test next week
Measure SDRs on meetings that turn into pipeline, and coach them on the activity that gets there.
How Pratura reports
Every week, from your CRM: activity, replies, meetings booked and held, and show rate by segment and language. Every month: opportunities, pipeline and cost per qualified meeting. See how our sales development teams work.
Written by
Pratura team
Our SDR, customer experience and RevOps teams share what works on the floor — in Canada, France, Belgium and beyond.
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