sir

SDR

Percentage of qualified meetings turning into closed won?

Hey all, was just wondering what a healthy percentage looks like for a SaaS company selling to mid-market and enterprise level organizations. Not a single one of my meetings I set ever actually closed won and these are with some of the best accounts in my book. I know there are lots of variables here but as an SDR I'd be curious to hear everyone's thoughts.

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UrAssIsSaaS

Arsonist

SaaS Eater

Im assuming this is in an outbound motion to cold accounts. Very rough rule of thumb is like 20% but thats going to depend a ton on your business.

Are you setting meeting with the right people? Have you talked with your AE(s) about why these deals have not closed? Are there common themes where they are getting stuck? What win rate do other SDRs have on their ops?

sir

Executive

SDR

Yeah mostly outbound. I’m always booking with director and VP level prospects. There’s the usual stuff like timing and budget, but many people also don’t see the need for the tool even though it does have great upside. Other SDRs face the same issue although they do close occasionally. The other SDRs I started at the same time with have had in total only 1-2 of their opps closed won.

UrAssIsSaaS

Arsonist

SaaS Eater

If AE's are taking the meetings and not giving you feedback on what you are doing wrong thats preventing them from closing then I dont think this is really on you. And i'll normally find any way to blame an SDR if I can lol.

Sounds more like you work somewhere that hasn't figured out how to sell its product yet or nailed product market fit. Especially if all the other SDRs you work with have only had 1-2 deals closed.

How long have you been with this company?

sir

Executive

SDR

Totally agree with you on those points and less than a year but I've been looking at other offers.

UrAssIsSaaS

Arsonist

SaaS Eater

Ya I dont neccisarily think it means you need to leave ASAP, maybe but idk. I think you just keep kicking ass setting meetings and if you AE cant close thats on them

E_Money

Big Shot

💰

I ran into this as an SDR too. The first place you should look is what value do you bring to the meetings? Are you just good at getting people to say 'yes"? or are you making them really interested in what you're selling?

sir

Executive

SDR

Never really thought about this, thanks!

CuriousFox

WR Officer

🦊

Inbound leads? Outbound?

sir

Executive

SDR

Outbound

TennisandSales

Politicker

Head Of Sales

this is going to be a hard question to answer since not every company has the same criteria for a "qualified meeting".

I would also look at why you consider those accounts to be the best in your book.

Talk with the AEs and understand what they need to close a deal. how much of it can you control and make sure you have that.

Is any part of your OTE tied to close deals? becuase if it is thats a bummer since its almost 100% out of your control

sir

Executive

SDR

Best in my book just based off of the tiering system in place.
I always ask if there’s anything I can help with but unfortunately not much I can do after the initial call.
And not really except for a small percentage of the ACV going to me so it’s not a big deal.

TennisandSales

Politicker

Head Of Sales

yeah depending on how the tiering system is set up, I would be surprised if the tiers were set up from an "easier to close to hardest to close" perspective.

Normally its based off of how big an expected deal would be. that does not take into an account how easy it would be to close the opp.

Again, this is not your fault.

Some AEs suck. Some are great. but at the end of the day this is sales and you will ALWAYS lose much more than you win.

Just keep your head down and focus on what you can control is my advice, and i say this as someone who was an SDR and now does enterprise sales (idk if that helps or not)

sir

Executive

SDR

Definitely helps, sometimes I forget there's a lot of stuff outside of my control. I know all I'm essentially asked to do is book meetings so can't really worry about what happens after that!

Justatitle

Big Shot

Account Executive

most and I say most with caution but most SAAS models are built off of a 15-25% win rate for qualified opportunities.

SADNESSLieutenant

Politicker

Officer of ♥️

Depends on your AE

Diablo

Politicker

Sr. AE

We had a conversion rate of 10% in my last org that was primarily OB but there were many challenges - no trial, expensive product, no month on month but ACV was high. I know some of my friends in other companies reach around 20%-30%

SalesBeast

Politicker

Sales Director

Place I work had 8 SDR passing outbound meetings for roughly a year. One. Yes only one from all 8 reps total closed for roughly a total of 38k. Part of it is what/who we sell to but our AE team close rate was maybe 1/300.

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sir

Percentage of qualified meetings turning into closed won?

17 comments

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