SDR Manager Training

Your role: Ensure consistent, high-quality outreach across the team while optimizing territory coverage and conversion.

Core Capabilities

Capability	What It Provides	Access
Team Dashboard	Aggregate SDR metrics	Accounts → Team Dashboard
Conversion Funnel	MQL → SQL → Opportunity rates	Team Dashboard
Territory View	Account/contact distribution	Accounts tab
Activity Log	Team engagement tracking	Team Dashboard
ICP Coverage	Scoring distribution	Audiences → ICPs

Team Dashboard Overview

Navigate to Accounts → Team Dashboard to access:

Conversion Funnel Metrics

Metric	Description
MQL Count	Marketing qualified leads
SQL Count	Sales qualified leads
Opportunity Count	Deals created
MQL → SQL Rate	Qualification conversion
SQL → Opp Rate	Pipeline conversion

Team Activity

Metric	Description
Account Count	Total accounts in territory
Active Campaigns	Campaigns with SDR activity
Activity Volume	Actions per day/week

Conversion Funnel Deep Dive

Understanding the Funnel

        ┌─────────────────┐
        │      MQLs       │ ← Accounts meeting ICP criteria
        │  (Marketing     │
        │   Qualified)    │
        └────────┬────────┘
                 │ MQL → SQL Rate
                 ▼
        ┌─────────────────┐
        │      SQLs       │ ← Accounts with validated interest
        │  (Sales         │
        │   Qualified)    │
        └────────┬────────┘
                 │ SQL → Opp Rate
                 ▼
        ┌─────────────────┐
        │  Opportunities  │ ← Deals in pipeline
        │                 │
        └─────────────────┘

Healthy Benchmarks

Conversion	Target Rate	Warning Threshold
MQL → SQL	>25%	<15%
SQL → Opp	>40%	<25%
Overall (MQL → Opp)	>10%	<5%

Diagnosing Funnel Issues

Pattern	Likely Cause	Action
Low MQL → SQL	Poor ICP targeting	Review ICP criteria
Low SQL → Opp	Weak discovery/qualification	Train on BANT
High volume, low conversion	Quantity over quality	Focus on personalization
High conversion, low volume	Capacity issue	Expand territory/team

Territory Management

Account Distribution View

Navigate to Accounts tab
Use Owner filter to view by SDR
Check distribution metrics:
- Account count per SDR
- ICP score distribution
- Status breakdown (prospect/active)

Balancing Territories

Factor	How to Balance
Account count	Even distribution ±20%
ICP score mix	Each SDR gets high/med/low
Industry coverage	Specialists vs. generalists
Geographic spread	Time zone considerations

Import with Owner Assignment

When importing accounts:

Include company_owner field in CSV
Maps to owner_name in system
Auto-assigns to SDR territories
Webhook sync maintains assignments

Weekly Review Workflow

Monday: Funnel Review (20 minutes)

Check MQL Volume

Are we generating enough qualified leads? Compare to historical averages. Check ICP score distribution.
Review SQL Conversion

MQL → SQL rate by SDR. Identify top/bottom performers. Look for qualification patterns.
Analyze Opp Creation

SQL → Opp rate overall. Pipeline quality indicators. Deal value averages.

Wednesday: Activity Review (15 minutes)

Check Activity Log
- Filter by date range (past week)
- Review volume per SDR
- Note engagement patterns
Compare Activity to Results
- High activity, low conversion = quality issue
- Low activity, low results = effort issue
- High activity, high conversion = best practices

Friday: Territory Health (15 minutes)

ICP Coverage Check
- Are high-score accounts being worked?
- Any territories with gaps?
- New accounts needing assignment?
Intelligence Completion
- What % of accounts have full intelligence?
- Flag accounts needing research

Activity Log Analysis

Activity Types for SDRs

Type	What It Shows
`account_viewed`	Research engagement
`contact_added`	Stakeholder mapping
`intelligence_run`	Account prep
`deal_created`	Opportunity generation

Patterns to Monitor

Healthy	Concerning
Consistent daily activity	Sporadic/burst patterns
Intelligence before outreach	No research activity
Regular contact additions	Stale contact lists
Steady opp creation	Long gaps between deals

ICP Utilization Review

Checking ICP Coverage

Navigate to Audiences → ICPs. Review score distributions:

Fit Score (0-40): Firmographic match
Opportunity Score (0-30): Growth signals
Readiness Score (0-30): Intent indicators
Total Score (0-100): Combined priority

Ensuring Quality Targeting

Check	Target
% accounts with ICP match	>80%
Avg total_score worked	>60
High-score accounts contacted	100%

Conversion dropping despite high scores
High scores not generating opps
Low scores outperforming high scores

Quality Assurance Checks

Weekly QA Checklist

Intelligence complete on priority accounts
Personas aligned with campaign messaging
Stakeholder roles properly assigned
Recent contacts have buying_role set
Campaign messaging being used

Spot Checks to Perform

Area	What to Verify
Research depth	Intelligence has 6/6 categories
Contact quality	Buying roles assigned
Messaging alignment	Using campaign talking points
Personalization	Evidence of account-specific outreach

Coaching Conversations Using Data

For Low Conversion

Pull funnel metrics for SDR
Compare to team averages
Identify which stage is dropping
Review activity patterns
Coach on specific gap:
- MQL → SQL: Qualification technique
- SQL → Opp: Discovery/BANT execution

For Low Activity

Check activity log volume
Compare to peers
Verify territory capacity
Address:
- Time management issues
- Tool/process confusion
- Motivation/engagement

For Quality Issues

Spot check recent activities
Review account research depth
Check contact role assignments
Coach on:
- Research best practices
- Persona utilization
- Messaging consistency

Key Metrics for 1:1s

Per SDR Review

Metric	Target
MQL → SQL rate	>25%
SQL → Opp rate	>40%
Activity volume	Consistent daily
Accounts worked	Based on capacity
Intelligence complete	100% priority

Team Aggregate

Metric	Target
Total MQLs	Based on pipeline needs
Overall conversion	>10% MQL → Opp
Avg activity/day	Benchmark per SDR
High-score coverage	100% worked

Weekly Manager Checklist

Review conversion funnel metrics
Check activity log for engagement
Analyze territory distribution
Verify ICP coverage and usage
Spot check research quality
Prepare coaching points for 1:1s
Identify training needs
Update team on campaign changes

Troubleshooting

Issue	Solution
Funnel metrics not showing	Check accounts have proper status
Activity log empty	Verify date range; check org filter
Territory imbalanced	Re-assign via import with owner_name
ICP scores missing	Regenerate ICPs; verify firmographics

Best Practices

Review funnel weekly — Catch drops early
Compare SDR-to-SDR — Identify best practices
Use data in coaching — Specific over general
Balance territories regularly — Prevent imbalance
Verify research quality — Intelligence drives personalization

What’s Next?

ICPs & Personas

ICP scoring and targeting

Accounts

Account intelligence

Campaigns

Campaign management