COO at Siete, where he oversees operations and SDR team delivery for B2B clients across LATAM.
Measuring an SDR by the number of calls they make is like measuring a striker by how many times they touch the ball. It tells you something about effort and nothing about results. Yet many B2B teams still evaluate their SDRs with dashboards full of activity: emails sent, dials, LinkedIn connections.
The numbers show the problem. According to The Bridge Group 2025 report, based on 351 companies, only 60% of SDRs hit quota, the lowest share since the study began. Part of the explanation lies in what gets measured and how.
This guide covers the SDR KPIs that actually matter, how to calculate them, which benchmarks to use as a reference and how to build a dashboard that tells you not only how your team is performing, but where it is getting stuck.
If you can only track five metrics, make it these:
The first two tell you whether the SDR is creating business. The other three explain why.
A common mistake is to lump every indicator into one list. It works better to sort them into three layers, because each answers a different question:
The SDR target should sit in the first layer. The other two are for diagnosis. Set the target on activity and you will get plenty of activity; set it on booked meetings with no quality filter and your AEs' calendars will fill up with meetings that go nowhere.
This is the core KPI of the role. The key is in two words: qualified (they meet the criteria you agreed on with sales) and held (they happened, not just got booked). The Bridge Group measures quota on meetings held, and its median is 10 per SDR per month.
In LATAM the ranges shift by market. Across the 29 campaigns we run at Siete, the median is 12 qualified meetings per month: 8 to 12 in single-country campaigns and 15 to 25 in multi-country ones. We break it down in our B2B lead generation benchmark for LATAM.
Formula: AE-accepted opportunities ÷ meetings held.
This is the quality filter that keeps the SDR from optimizing for volume alone. If your SDR books 15 meetings a month and the AE rejects 12, the problem is not quantity. For this KPI to work, sales and sales development need a written agreement on what counts as an opportunity; our B2B lead qualification framework is a good starting point.
The total value of the opportunities the SDR sourced. In The Bridge Group sample, each SDR generates an average of USD 3.78 million in pipeline per year, although with a wide spread and in a sample dominated by US SaaS companies. With smaller deal sizes or longer cycles, compare against your own history, not that number.
Formula: total SDR cost (salary, payroll taxes, tools, data and management) ÷ qualified meetings held.
This is the KPI that lets you compare models: an in-house SDR, an agency or a staff augmentation setup. Remember to include ramp time and turnover, which usually get left out; we cover them in SDR ramp time and the hidden cost of SDR turnover.
Formula: prospects who replied ÷ prospects contacted.
Hunter's analysis of 31 million emails sent in 2025 puts the average close to 3%. Track the positive reply rate separately: a 6% reply rate where half the replies are "not interested" is not the same as 6% with real interest. With precise targeting and internal referrals, Siete keeps reply rates above 25%.
Formula: calls where you reach the right person ÷ dials.
According to Gong, the average is 5.4% and top performers reach 13.3%. If you are well below that, the problem is almost always the quality of the phone numbers in your database, not the SDR.
Formula: meetings held ÷ meetings booked.
A range of 75% to 85% is generally considered healthy. If it drops, check how many days pass between booking and the meeting, whether a confirmation goes out and whether the prospect understood what the call is for.
Real conversations with people who fit your ICP, per day or per week. The Bridge Group reports a median of 4.1 quality conversations per day. It is the best leading indicator: if conversations drop this week, meetings drop next month.
The median SDR makes 112 touches a day: 44 calls, 41 emails, 19 LinkedIn interactions and 8 on other channels (The Bridge Group, 2025). Worth tracking:
Use them to understand a result, not to evaluate the SDR. An SDR with 60 well-targeted activities can book more meetings than one with 150 activities against a poorly segmented list.
This table gathers the most cited references. Treat them as a starting point and compare them with your own history: market, industry, deal size and channel change the numbers a lot.
| KPI | How to calculate it | Benchmark |
|---|---|---|
| Qualified meetings held | Meetings that actually took place and meet your qualification criteria, per SDR per month | Median of 10 per month (The Bridge Group, 2025). Across 29 Siete campaigns in LATAM, median of 12 |
| Show rate | Meetings held ÷ meetings booked | 75% to 85% is the range commonly cited as healthy |
| Meeting-to-opportunity rate | AE-accepted opportunities ÷ meetings held | Depends on the model; below 30% usually points to a qualification problem |
| Pipeline generated | Value of the opportunities sourced by the SDR | USD 3.78M per SDR per year in The Bridge Group sample (mostly US SaaS) |
| Email reply rate | Replies ÷ prospects contacted | Average close to 3% (Hunter, 2025). Above 5% is good |
| Cold call connect rate | Calls where you reach the right person ÷ dials | 5.4% on average and 13.3% for top performers (Gong) |
| Quality conversations | Real conversations with ICP prospects, per day | Median of 4.1 per day (The Bridge Group, 2025) |
| Daily activities | Calls + emails + LinkedIn touches | Median of 112 per day (The Bridge Group, 2025) |
| Quota attainment | SDRs at quota ÷ total SDRs | Only 60% hit quota (The Bridge Group, 2025) |
The advantage of measuring in layers is that you can quickly find the bottleneck:
| Symptom | KPI to check | What is usually going on |
|---|---|---|
| Lots of activity, few replies | Reply rate and bounce rate | ICP too broad, poor data quality or a generic message |
| Replies, but few meetings | Positive replies ÷ total replies | The value proposition does not land or the call to action asks for too much |
| Booked meetings that never happen | Show rate | No confirmation, meetings booked more than 10 days out or low-commitment prospects |
| Meetings the AE disqualifies | Meeting-to-opportunity rate and meeting quality | Unclear qualification criteria or an SDR measured on volume alone |
| Opportunities that stall | Pipeline generated and win rate by source | Accounts outside the real ICP or missing context in the handoff to the AE |
This calculator starts from your opportunity target and works the funnel backwards. The preloaded values are an example; replace them with your team's data.
Reverse funnel math: it starts from the opportunity target and divides by each conversion rate. Use your last 90 days of data for a realistic result.
Every campaign runs on a weekly dashboard that combines connect rate, reply rate, meetings booked and held, cost per lead and SQLs generated. We also ask our clients to rate every meeting: today we average 4.2 to 4.3 out of 5 on meeting quality. That score carries as much weight as volume, because a meeting the AE does not want to have is not a result.
If you want a team that arrives with this measurement system already in place, we offer both turnkey B2B lead generation and SDR staff augmentation. And if you are still defining the role, start with what an SDR does.
Book a call and let's review your team's KPIs together.
The outcome metrics: qualified meetings held, meeting-to-opportunity conversion rate and pipeline generated. Activity metrics such as calls or emails sent help diagnose problems, but they should not be the main target.
According to The Bridge Group 2025 report, the median quota is 10 meetings held per SDR per month. Across the 29 B2B campaigns Siete runs in LATAM, the median is 12 qualified meetings per month, ranging from 8 to more than 25 depending on countries, industry and ICP maturity.
Activity metrics measure the SDR effort (calls, emails, messages). Outcome metrics measure what that effort produces for the business (meetings held, opportunities and pipeline). A good dashboard combines both: outcomes are the target and activity explains why it is or is not being met.
Review activity and efficiency metrics weekly so you can fix messaging and targeting quickly. Evaluate outcomes such as meetings held and pipeline monthly, and pipeline quality quarterly, once you can see which opportunities progressed or closed.
Ask the AE to rate every meeting, for example from 1 to 5, based on ICP fit, authority and a real need. That score, together with the meeting-to-opportunity rate, keeps the SDR from optimizing for volume alone.
Sources: The Bridge Group, 2025 SDR Models, Metrics & Compensation Report (quotas, attainment, activity, conversations and pipeline). Hunter, State of Email Outreach (reply rate). Gong, cold call analysis (connect rate). Siete data: 29 documented B2B campaigns in LATAM.
SIE7E. Copyright © 2026. All rights reserved.
