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What will be your BDR and AE sales priorities in Q3 2020?

It’s not too early to begin planning the reactivation of your sales team’s efforts, as companies start to signal a shift toward rebuilding or recovery planning for business stabilization. Our ability to examine leading and lagging indicators from pre-pandemic, January 1 to March 15, to during the pandemic, March 16 to May 30, provides an opportunity to establish a clear baseline of new key performance indicators (KPIs) to finish as strongly as possible in 2020.        

Step 1: Figuring out BDR* level of effort for Q3 2020 

Sample sales metrics and analytics: Pipeline driving high activates (BDR)

Metric

Goal period

Pre-pandemic
sampling period

Old KPI

Pandemic sampling period

New KPI

New opps created

Monthly

Jan 1Mar 15  

10

Mar 16May 30

?

Inbound & outbound
MQL* to SQL* creation ratio

Monthly

Jan 1Mar 15  

15%

Mar 16May 30

?

Sales activities per opp

Trailing 30

Jan 1Mar 15  

50

Mar 16May 30

?

Client discovery calls

Monthly

Jan 1Mar 15

150

Mar 16May 30

?

Email campaign
response rate

Trailing 30

Jan 1Mar 15  

14%

Mar 16May 30

?

*BDR = business development representation
MQL = marketing qualified leads
SQL = sales qualified leads

Step 2: Figuring out AE* level of effort for Q3 2020  

Sample sales metrics and analytics: Revenue formula (AE)

Metric

Goal period

Pre-pandemic
sampling period

Old KPI

Pandemic sampling
period

New KPI

Bookings

Monthly

Jan 1–Mar 15

$70,000

Mar 15May 28

?

Opps added

Monthly

Jan 1–Mar 15

20

Mar 15May 28

?

Win rate

Trailing 90

Jan 1–Mar 15

26%

Mar 15May 28

?

Average selling price

Trailing 90

Jan 1–Mar 15

$25,000

Mar 15May 28

?

Sales velocity

Trailing 90

Jan 1–Mar 15

63 days

Mar 15May 28

?

*AE = account executive

These are the steps required to establish those new KPIs that will drive clear expectations and the right priorities across your sales team:

  1. Calculate the new expected KPIs for BDRs and AEs to clearly establish your sales priorities for Q3 2020.
  1. Build your communication storyboard to highlight plan changes and the impacts to both BDRs and AEs:
  • Review pre-pandemic and pandemic data to connect BDRs and AEs to common outcomes.
  • Shine a spotlight on those BDRs and AEs who have already demonstrated what is possible prior to introducing new KPIs.
  • Give an overview of the balance of 2020 goals and reinforce the mutual accountability between BDRs and AEs to drive level of effort.
  1. Develop your sales analytics and reporting cadence to ensure you are monitoring and coaching the specific efforts, outcomes and quality. This will help you build up simple best practices to consistently grow and develop BDRs and AEs.  
  2. Recognize the behaviours of BDRs and AEs who are consistently meeting the new baseline of KPIs.

Your ability as a leader to establish the new baseline of KPIs is critical as you begin to develop your sales planning for Q3 2020. By reviewing your pre-pandemic and pandemic sampling periods, you will be able to provide your team, executive leadership and investors with measurable short-term goals. It’s important to give a clear vision for your people and performance, and build a sense of purpose to guide the right priorities and begin shifting to quantifiable outcomes.  

References:

  1. Atrium. Sales Management in a Downturn. April 2020.
  2. Interviews with MaRS growth ventures (including entrepreneurs, sales executives & BDR managers). May 2020.