Most companies have a gut feeling about their SDR team. This checklist turns that feeling into a clear picture. Answer 11 questions across four areas and get a section-by-section read on where your program is healthy and where it is not.
Cost reality check
Do you have a clear picture of what your SDR program actually costs and whether that cost is moving in the right direction?
Do you know your fully loaded cost per SDR, including salary, benefits, tools, recruiting, and management time?
Do you know your current cost per qualified meeting?
Has your cost per qualified meeting improved or stayed stable over the last 6 months?
Attrition and continuity
SDR attrition averages 39% annually across B2B companies. Has turnover been disrupting your pipeline, or has your team stayed stable?
How many SDRs have you hired in the last 24 months?
Have your SDRs stayed long enough to reach full productivity before leaving?
When an SDR left, how badly did it affect your pipeline?
Output quality
Volume tells you how busy your SDRs are. Output quality tells you whether that activity is generating real pipeline or just filling a calendar.
What percentage of meetings booked by your SDRs convert into real opportunities?
How do your AEs feel about the leads coming from your SDR team?
Is your SDR team hitting quota consistently, not just in occasional good months?
Management bandwidth
An SDR team without consistent coaching does not improve. But coaching has a cost. Is SDR management consuming time that should go elsewhere?
How much time does your sales manager spend each week coaching and managing SDRs?
Is time spent managing SDRs coming at the expense of other priorities like AE development, deal support, or strategy?
Your audit results
FAQ
The clearest signals are a meeting-to-opportunity conversion rate below 20%, AEs regularly rejecting leads from the SDR team, and a cost per qualified meeting that has increased over the past two quarters. Any one of these on its own is a flag. All three together indicate a structural problem worth addressing.
A healthy meeting-to-opportunity conversion rate for a B2B SDR team is 30 to 40 percent. Below 20 percent consistently means either the targeting is off, the qualification criteria are too loose, or both.
Outsourcing makes the most sense when you need structured outreach activity running in 30 to 60 days, when you have lost two or more SDRs in the past 18 months, or when your AEs are spending more than 30 percent of their time prospecting instead of closing.
A US-based in-house SDR costs $100,000 to $130,000 or more in year one when you include base salary, employer benefits at 29.9 percent of wages per U.S. Bureau of Labor Statistics data, recruiting fees, tools, and management overhead. Most companies only budget for base salary and miss the full picture.
According to The Bridge Group SDR Metrics and Compensation Research, total SDR attrition averages 39 percent annually across B2B companies, with average tenure between 1.4 and 1.8 years. Each departure resets that seat's pipeline contribution for 3 to 5 months.
Not sure what your results mean?
Rev-Empire runs outsourced SDR programs across email, LinkedIn, and cold calling. No commitment, just a conversation.
Book an intro callOutsourced SDR programs from $1,000/SDR/month.
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