Why KPIs for AEs and SDRs should Differ – How to Set KPIs for AEs and SDRs

Account executives (AEs) and sales development representatives (SDRs) are among the most prominent roles in a sales department.

Both of these personnel play a crucial role in shaping the present and future of their organization. It is possible to see that most of their roles and duties align with one another or that some are interdependent with one another. However, to ensure better collaboration in the organization it is imperative to define their roles, responsibilities and objectives. AEs and SDRs have separate roles in sales.

To distinguish these roles, managers can establish individual KPIs (Key Performance Indicators) for each role. Before we help you explore different KPIs for both roles in your B2B organization, let us see why KPIs for AEs and SDRs should be different. This will foster and thrive your sales team.

Quick Review of the Different Roles Undertaken by an AE and an SDR.

1. Sales Development Representative

He finds accurate contact information for leads in specific industries and locations.
Reach out to prospects with 50-300 emails or 50-100 calls daily.
They use prospecting tools to build an accurate list of prospects.

2. Account Executive

He presents a solution in front of a prospect who has already shown interest in the product.
He shares the value proposition of the product in detail.
In a B2B setting, AEs try to figure out where businesses need help and what their objectives are. They try to address those issues and present solutions.

And so, these differences in responsibilities demand a nuanced approach when setting KPIs for these roles.

Why establish different KPIs for AEs and SDRs?

KPIs (Key Performance Indicators) are crucial to measure sales team success. Irrespective of the role assigned to a sales team member, measuring his or her performance based on key performance indicators helps gauge an individual’s performance. It also helps to know whether individual goals align with the larger objectives of the organization or not.

In a B2B landscape, AEs and SDRs should have different KPIs, here are a few reasons.

The primary reason KPIs should be different for AEs and SDRs is that both personnel have different roles to play in the organization. While AEs close deals and generate revenue, SDRs qualify leads and bring prospects to AEs. As a result, KPIs for SDRs should focus on lead qualification and appointment setting, and for AEs, it should be revenue generation.
KPIs for both of these roles should be different because the skill set required for success in each role differ Account executives should have strong skills to build long-lasting relationships with the client. Alternatively, SDRs need skills to recognize better prospects who have a good conversion chance.

Setting up KPIs for Account Executives and Sales Development Representatives

KPIs help sales teams measure their performance and identify areas for improvement. Let us now discuss the steps involved in setting KPIs for AEs and SDRs in a B2B landscape.

1. Identify Sales Goals

To setup KPIs for SDRs and AEs, sales managers should start by identifying individual goals for both roles. Sales goals should be measurable, time-bound, relevant, and achievable. While the goals may be defined individually, they should align with the organization’s larger objectives.

2. Determine Metrics

The second step in determining KPIs for different sales teams is to determine metrics. Managers must identify the metrics they will use to measure sales teams’ success. For instance, AEs may measure the number of closed deals or the win rate.

3. Set Targets

As the metrics are determined, it is time to set targets. The targets assigned should be achievable and ambitious. Managers must convey the targets clearly to the sales teams.

4. Monitor Progress

By this stage, the KPIs should be established and now it is time to monitor progress. It is easily achievable through regular reporting and analysis of sales data.

5. Adjust KPIs

Managers should not take KPIs as a thumb rule. As the organization evolves, the roles and responsibilities of the team members evolve as well, and thus, managers can adjust KPIs as per the need of the hour. It is thus critical to review KPIs timely and make adjustments as and when necessary.

Final Word

The roles of AEs and SDRs are distinct and thus, the KPIs for both differ as well. However, the roles, responsibilities, and KPIs for these jobs should align to streamline sales processes. Sales managers should aim for healthy collaboration and communication between different sales teams. This is so that everyone works towards a unified goal to achieve the organization’s large objective.