Before you start implementing any sales process, you should understand advantages and disadvantages.
In general, lead generation conversion rate measures the conversion of leads from marketing initial list to MQL, from MQL to SQL, from SQL to SAL. The advantage of this is that it allows you to quickly assess the intermediary impact of your sales process and see where strategy can be modified.
The disadvantage of measuring only intermediary metrics is that it can be locally optimal, but leave more to be desired in a sense of actions of an individual sales development manager and as such, on the end result and the best strategy for the global bottomline.
Due to the number of channels, the disadvantage of measuring everything with bottomline only is that the sales team has way more influence on the higher levels of the funnel and on the end result, than the fundamental marketing efforts of lead generation.
Therefore, the most adequate and actionable metric to assess SDR’s efforts efficiency and make decisions is a Win Rate relative percentage. We count as a win the change of the lead stage to the agreed lead type stage, wherever it is MQL, SQL, IQL, SAL or others.
Because as a SDR we can’t immediately influence the bottomline. We want to focus on each stage of the funnel going faster and in bigger numbers.
And as such, the individual stage moving forward among those that are being managed by SDR, together with a SDR Win Rate, are one of the most important indicators of the sales process.