# SDR Manager Training

> Conversion funnel visibility and team performance metrics

Source: https://docs.graph8.com/training/sdr-managers/

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

> **Tip: Key Value**
> **Conversion funnel visibility** with team performance metrics and territory management

## Core Capabilities

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

---

## Team Dashboard Overview

Navigate to **Companies → 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 |
|--------|-------------|
| **Company Count** | Total companies in territory |
| **Active Campaigns** | Campaigns with SDR activity |
| **Activity Volume** | Actions per day/week |

---

## Conversion Funnel Deep Dive

### Understanding the Funnel

```
        ┌─────────────────┐
        │      MQLs       │ ← Companies meeting ICP criteria
        │  (Marketing     │
        │   Qualified)    │
        └────────┬────────┘
                 │ MQL → SQL Rate
                 ▼
        ┌─────────────────┐
        │      SQLs       │ ← Companies 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

### Company Distribution View

1. Navigate to **Companies** tab
2. Use **Owner** filter to view by SDR
3. Check distribution metrics:
   - Company count per SDR
   - ICP score distribution
   - Status breakdown (prospect/active)

### Balancing Territories

| Factor | How to Balance |
|--------|----------------|
| Company 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:
1. Include `company_owner` field in CSV
2. Maps to `owner_name` in system
3. Auto-assigns to SDR territories
4. Webhook sync maintains assignments

---

## Weekly Review Workflow

### Monday: Funnel Review (20 minutes)

1. **Check MQL Volume**
   
   Are we generating enough qualified leads? Compare to historical averages. Check ICP score distribution.

2. **Review SQL Conversion**
   
   MQL → SQL rate by SDR. Identify top/bottom performers. Look for qualification patterns.

3. **Analyze Opp Creation**
   
   SQL → Opp rate overall. Pipeline quality indicators. Deal value averages.

### Wednesday: Activity Review (15 minutes)

1. **Check Activity Log**
   - Filter by date range (past week)
   - Review volume per SDR
   - Note engagement patterns

2. **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)

1. **ICP Coverage Check**
   - Are high-score accounts being worked?
   - Any territories with gaps?
   - New accounts needing assignment?

2. **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` | Company 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% |

### ICP Refinement Triggers

- 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

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

### For Low Activity

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

### For Quality Issues

1. Spot check recent activities
2. Review account research depth
3. Check contact role assignments
4. 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 |
| Companies 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

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

---

## What's Next?

**ICPs & Personas**

    [ICP scoring and targeting](https://docs.graph8.com/studio/global/)

**Companies**

    [Company intelligence](https://docs.graph8.com/studio/accounts/)

**Campaigns**

    [Campaign management](https://docs.graph8.com/studio/campaigns/)