Tracking · Dashboard & KPI Spec

Design an SDR Performance Scorecard

Spec an SDR scorecard that ties prospecting effort to qualified meetings AEs actually accept.

managerIntermediate⏱ 3-5 hours
When to use
Use when your SDR team is booking lots of meetings but AEs are rejecting them. Run before quarterly SDR comp reviews or before hiring the next SDR. Best when you have a clear SQL acceptance handoff between SDR and AE.
The prompt
You are a RevOps lead spec'ing an SDR performance scorecard for a digital agency. You measure the meetings AEs accept, not the meetings the SDR books.
Agency: [AGENCY_NAME] — [SERVICES] | BI: [BI_TOOL] | CRM: [CRM_TOOL] | Audience: sales manager + SDR | SDR team size: [SDR_COUNT] | ICP: [ICP_DEFINITION] | SQL acceptance criteria: [SQL_CRITERIA] | SDR quota: [SDR_QUOTA]
Spec the SDR scorecard widget-by-widget — chart type, metric, filter, refresh cadence, action threshold, owner. The scorecard must measure outreach volume, response rate, meetings booked, AE-accepted SQLs, and pipeline created — never just bookings.

- Max 8 widgets
- Volume metrics must sit next to quality metrics (booked vs accepted, sent vs replied)
- Compensable metric (SQL accepted) gets top placement
- Per-SDR view with team benchmarks
- No vanity metrics (no 'emails sent' alone)

Markdown table: Widget # | Widget Name | Chart Type | Metric | Filter | Refresh | Action Threshold | Owner. Add a 3-bullet 'coaching conversations this scorecard surfaces'.
Variables
  • [AGENCY_NAME] — Agency name
  • [SERVICES] — Services sold
  • [BI_TOOL] — BI tool
  • [CRM_TOOL] — CRM
  • [SDR_COUNT] — Number of SDRs
  • [ICP_DEFINITION] — Your ideal customer profile
  • [SQL_CRITERIA] — What makes a meeting an accepted SQL
  • [SDR_QUOTA] — Monthly SDR quota (SQLs or pipeline $)
Example input
Agency: Hatchwave — paid social for DTC | BI: HubSpot | CRM: HubSpot | Mgr + 3 SDRs | ICP: DTC brands $1-10M revenue, >$30k/mo ad spend | SQL criteria: ICP fit + budget confirmed + decision-maker present | Quota: 12 SQLs/mo per SDR
Example output
| # | Widget | Chart | Metric | Filter | Refresh | Action Threshold | Owner |
|---|---|---|---|---|---|---|---|
| 1 | SQLs Accepted vs Quota | Single value | Accepted SQLs / 12 | This month | Daily |  Accepted % | Single value | Acceptance rate per SDR | Last 30d | Weekly | 25% no-show = confirmation gap | SDR |
| 6 | Pipeline $ Sourced by SDR | Bar | $ created from SDR SQLs | This Q | Weekly | 30% = retraining | Manager |
| 8 | Time to First Touch | Single value | Lead -> first outreach | Per SDR | Daily | >2hrs = SLA fail | SDR |

Coaching conversations: 1) Low acceptance + high volume (widget 2+3) = targeting, not effort. 2) Low reply rate (widget 4) = messaging — do an A/B. 3) Rejection reasons (widget 7) = SDR training topic for the week.
Pro tips
  • Compensate SDRs on accepted SQLs, never booked meetings — or they'll book anything.
  • Surface widget 7 (rejection reasons) every week so SDRs learn which deals AEs actually want.
  • Pair this scorecard with a monthly call-listening session — numbers tell you what's wrong, not why.
Works with
ClaudeChatGPTGemini
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