Short answer: An SDR leader coaches to pipeline generated, which equals pipeline value multiplied by opps accepted. Opps accepted depends on opp acceptance rate and opps submitted, and opps submitted depends on accounts engaged, contacts per account, response rates, and conversion. In a 1:1, start at pipeline generated, walk down the tree until you find the part that moved, and coach the driver behind it. Most SDR issues land in one of four places: activity volume, activity conversion, targeting, or the value of what gets sourced.
This article is the SDR companion to The 9-Step Sales Coaching Conversation. The nine steps stay the same for every rep. This page covers what an SDR leader brings into steps 4 through 7: the formula, the drivers, and the diagnosis. If you lead AEs, read The AE Leader 1:1.
What is the SDR pipeline formula?
Pipeline Generated = Pipeline Value × Opps AcceptedOpps Accepted = Opp Acceptance Rate × Opps SubmittedOpps Submitted = (Accounts Engaged × Contacts per Account × Response Rates) × ConversionEach term in the formula is something an SDR can influence. Pipeline value reflects what the SDR sources. Opp acceptance rate reflects whether the SDR is reaching the right accounts and the right people. Opps submitted reflects how much prospecting the SDR does and how well that prospecting converts.
What metrics drive SDR performance?
| Part of the formula | What it measures | Driver metrics to coach |
|---|---|---|
| Pipeline value | The value of what the SDR sources | Win rate on sourced opps; average sales price on sourced opps |
| Opp acceptance rate | Targeting quality: the right accounts and the right people | Contacts per account; quality of contacts (seniority); account quality and type |
| Opps submitted: quantity | Volume of prospecting activity | Accounts engaged; contacts engaged; calls; connects; talk time; emails; InMails; social touches; personalized videos; texts; responses; meetings created |
| Opps submitted: quality | How well activity converts | Call connect rate; email response rate; opps per connect; messaging quality; contacts per account; touches per account; touches per contact; time between touches |
How do you diagnose an SDR performance issue?
Start at pipeline generated and walk down the tree until you find the part that moved. Then bring that driver into step 4 of the conversation.
Activity is high, opps submitted are low
This is a quality of prospecting issue. The rep is doing the work, and the work is not converting. Look at call connect rate, email response rate, opps per connect, and messaging quality. Coaching usually centers on the opener, the talk track, and the ask.
Opps submitted are healthy, acceptance rate is low
This is a targeting issue. The rep is booking meetings that AEs do not accept. Look at account quality and type, contacts per account, and the seniority of the contacts being engaged. Coaching usually centers on account selection and who the SDR is calling into.
Activity is low
This is a quantity issue. Look at accounts engaged, calls, emails, and touches per account. Coaching usually centers on time blocking and the daily activity rhythm.
Opps are accepted but rarely close or come in small
This is a pipeline value issue. Look at win rate and average sales price on sourced opps. Coaching usually centers on qualification and on partnering with AEs to learn which sourced opportunities turn into revenue.
For a side-by-side view of quantity, quality, and tempo issues across SDR and AE roles, see Quantity, Quality, or Tempo.
Building or rebuilding an SDR team?
I help SDR leaders set up the metrics, the 1:1 rhythm, and the coaching that turns activity into accepted pipeline.
What does a 30-minute SDR coaching 1:1 look like?
Here is how the nine steps map to a typical SDR 1:1.
| Minutes | Steps | What happens |
|---|---|---|
| 0 to 5 | 1, 2, 3 | Open with a specific positive from the past week, such as a strong call or a new account broken into. Restate the goal: the rep's growth toward the next role and the team's pipeline number. |
| 5 to 15 | 4 | Walk the tree together from pipeline generated down. Name the one driver that moved and what it caused downstream. |
| 15 to 22 | 5, 6 | Ask the rep where it is coming from. Listen to a call or read a sequence together if it helps. Then share your view. |
| 22 to 28 | 7, 8 | Agree one or two actions, each tied to a driver metric and a target for the next 1:1. Close with confidence and one more positive. |
| After | 9 | Send the follow-up email the same day: the issue, the plan, the metric, the check-in date. |
Two SDR-specific notes. First, SDR feedback loops are short, so weekly 1:1s plus same-day call coaching work well. Second, keep the plan to one driver at a time. An SDR who is working on connect rate and messaging and account selection at once usually improves none of them.
For the questions to ask in step 5, see Coaching Questions for Sales Reps.
Frequently asked questions
What metrics should an SDR manager coach to?
An SDR manager coaches to pipeline generated, which breaks down into pipeline value, opp acceptance rate, and opps submitted. The driver metrics include accounts engaged, contacts per account, contact seniority, call connect rate, email response rate, opps per connect, and messaging quality.
What is the SDR pipeline formula?
Pipeline generated equals pipeline value multiplied by opps accepted. Opps accepted equals opp acceptance rate multiplied by opps submitted. Opps submitted equals accounts engaged multiplied by contacts per account and response rates, multiplied by conversion.
Why is my SDR's opp acceptance rate low?
A low acceptance rate usually points to targeting. Check account quality and type, contacts per account, and the seniority of the contacts being engaged. Then review the accepted and rejected opps with the AE team to agree on what a good opp looks like.
How often should SDR managers hold 1:1s?
Weekly 1:1s work well for SDRs because their feedback loops are short. Add same-day call coaching whenever you observe something worth coaching.
What should an SDR coaching plan include?
One or two specific actions, an owner for each, the driver metric each action should move, a target, and the date you will check progress, usually the next 1:1.
Want a second set of eyes on your SDR metrics?
Bring your SDR dashboard to a session and we will walk the tree together and find the driver worth coaching first.