The SDR Scoreboard.
A two-axis map for reading SDR performance: activity volume on one axis, conversion on the other. It places each rep in one of four quadrants, points to a coaching move for each, and shows the loop reps tend to move through over a quarter.
Two axes, four quadrants.
Plot each rep on two numbers from last week: activities per day on the vertical axis (dials, emails, LinkedIn touches) and meetings booked per day on the horizontal axis (how much of that activity converts). Where a rep lands points to the coaching move before the 1:1. If a rep's week is incomplete — ramp, PTO, a system outage — note it and wait for a full week before placing them.
High activity,
low conversion
High call, email, and touch volume, but few meetings booked. The activity is there; it isn't converting yet. Shadow three calls and fix one thing — opening, discovery, or objection handling — before adding more volume. Check that the activity is aimed at accounts that can realistically convert.
On target
High activity and high conversion. Protect the rhythm and write down what this rep does so others can learn it; consider having them peer-train. Avoid over-coaching a rep who is already converting.
Below target
Low activity and low conversion. Run two weeks of targeted coaching with clear milestones. If the activity numbers don't move within 3–5 days, treat it as a signal this may not be the right role.
Low activity,
high conversion
Conversion is strong but daily activity is low. Audit the day for over-research, admin, and calendar protection, and rebuild the call blocks. If the cause is complacency, show the rep the pipeline shrinking. A rep who stays here can hold the role, but won't be among the top producers.
The loop reps tend to move through.
Most new SDRs start in the low-activity, low-conversion quadrant and climb out by raising volume before their conversion improves. After a stretch on target, a common failure mode is slowing down once pipeline feels full: activity drops and the rep moves into low activity, high conversion. When pipeline thins, they return to the start. The walkthrough below is a hypothetical illustration; step through the stages.
Four new SDRs start the quarter with low activity and low conversion, so all four sit in the low-activity, low-conversion quadrant. The instinct is to run pitch training; hold off, because there aren't enough calls yet to know what to fix.
Planning for the loop.
The quadrant shows where a rep is now; the cycle shows the move that tends to come next. Reps rarely reach the on-target quadrant and stay there — they move in, slide out, and need to be brought back. Plan for that rather than treating a single strong week as the finish.
Start: low activity, low conversion.
Most new reps land here. The instinct is to run pitch training. Hold off — without enough calls, there isn't enough signal yet to know what to fix.
Raise volume first.
Conversion improves after volume here, not before. Set an activity floor; reps who can't or won't hit it tend to self-select out by around week six.
Volume builds skill.
With more calls, pattern recognition builds — better targeting, sharper openers, tighter discovery, usually around week eight. Conversion rises and the rep moves into high activity, high conversion.
Activity drops as pipeline fills.
Once pipeline feels full, activity often drops: the calendar gets protected, emails get longer, low-value “strategy” work creeps in. Conversion can hold for a few weeks, then pipeline thins and the loop resets.