What Makes an Effective SDR Manager?
An SDR manager goes above and beyond to ensure the team has the resources and support needed to succeed.
They possess excellent communication skills, can motivate their team, and deeply understand the sales process. In addition, a good SDR manager is highly organized. They can effectively drive results such as better lead conversion, pipeline sourced, and new sales.
Not all great leaders are born. They can become great managers through training, experience, and development.
So, what makes a good SDR manager?
Read below to understand what makes a good SDR manager and their primary responsibilities.
What is an SDR manager?
As the SDR manager, they are responsible for leading and coaching their team to success.
They have their eyes on the top of the funnel and are focused on enabling their sales team to convert leads to pipeline.
To do this, there are a few essential qualities that an SDR manager must possess. Excellent communication skills, the ability to motivate their team, and a team-first mentality. They will roll their sleeves to help the team members solve problems.
Additionally, good SDR managers are organized and have strong time management.
Finally, SDR managers must be able to measure success and use data to inform their decisions. They ensure their team has enough qualified leads and resources to meet their targets.
These qualities can set their team up for success and help them achieve their goals.
SDR manager’s primary responsibilities
The responsibilities of an SDR manager are many and varied. They include reporting, managing the team, coaching, providing prospecting best practices, building account plans, and managing prospecting tools.
An SDR manager must be able to wear many hats and be comfortable with change.
They need to be able to adapt their approach to suit the needs of their team and the ever-changing sales landscape.
Here are the primary responsibilities of an SDR manager.
Team management
An SDR manager must build trust with their team and earn their respect. They will also need to be able to motivate them and keep them on track. Prospecting can be challenging, so they must be there for their team every step of the way.
For example, if a team member has difficulty converting leads on a cold call, coach the rep on handling objections.
Being a manager also means team members have the proper support, enablement, and resources to succeed. Whether from them or another team, they’ll need to act as the connector and ensure their team is well-prepared.
Hiring and recruitment
As a team leader, hiring the right talent is vital for building a highly effective team. SDR managers should spend a decent amount of time recruiting and hiring talent.
The first step is determining what makes an ideal hiring profile similar to an ideal customer profile.
Determine the common characteristics of successful reps and have them in an ideal candidate profile.
Then build a defined recruiting process to:
- Interview different candidates and have them meet current SDRs.
- Evaluate candidates based on a scorecard to determine how well they fit the hiring profile.
- Have candidates complete an exercise relevant to the role. For example, conduct a discovery call, cold call exercise, or presentation.
- Evaluate multiple candidates before making the decision.
- Check with multiple references.
Coaching, mentorship, and training
A good SDR manager can coach and develop their team members to help them reach their full potential. They can communicate effectively with their team and provide constructive and positive feedback.
- Coach their team members and help them develop their skills
- Communicate effectively with their team members
- Provide constructive and positive feedback
- Set clear goals and expectations for their team
- Hold their team accountable for meeting those goals
- Look for ways to improve the team’s performance
For example, setting monthly call reviews, providing coaching on cold calling tips, voicemail scripts, and email personalization. All of which will fine-tune the team’s skills. They are additionally coached on following a sales methodology or call planning.
Set performance metrics and measure progress
Clear goals and reporting are essential to sales success.
An effective SDR manager can set clear goals and expectations for their team. They hold everyone accountable for meeting those goals. There are two sets of performance metrics that SDR managers measure:
Operational metrics: leading indicators within the SDR’s control daily. These metrics show what needs to be optimized. For example, improving open email rates or call connect rates.
Here are some operational metrics:
- Email open and response rates
- Call connect and positive response rates
- Average daily activity
- Accounts or qualified leads worked
- LinkedIn response rate
Strategic metrics: lagging indicators that help understand the effectiveness of the SDR team and the impact on revenue. For example, building pipeline from leads worked.
Here are some strategic metrics:
- Opportunities sourced
- Total pipeline sourced
- Percentage of pipeline sourced
- Closed new business
Sales expert and author of The Sales Development Playbook, Trish Bertuzzi, says that “The value of a sales development effort is measured by increased won business per account executive and/or accelerated new customer acquisition.”
What does a good SDR manager do?
An effective SDR manager is someone who can coach and motivate a team of sales development representatives to reach their full potential.
They possess strong leadership qualities, know how to utilize data to drive results, and are excellent communicators.
Some of the critical traits of an effective SDR manager include the following:
1. Strong leadership qualities
An effective SDR manager is a strong leader who inspires and motivates their team.
They are confident and optimistic, possess strong communication and create a positive team culture. Their goal is to inspire and lead their team to success.
They are results-oriented and hold themselves and their team to high-level accountability. According to HBR, 75% of high-performing sales managers agreed that their salespeople are consistently measured and held accountable against their quota, compared to 58% of underperforming sales managers.
2. Data-driven
They know how to utilize data to drive results.
Data is critical in helping inform their coaching and decision-making and create actionable plans that help their team reach their goals.
Data doesn’t intimidate them. They are willing to review performance metrics to determine what’s working. They keep up with industry trends and have a good sense of how they compare to industry benchmarks.
3. Excellent communicator
They are an excellent communicator, both in written and verbal form.
A good SDR manager has found their voice. They can articulate expectations clearly and provide constructive and motivating feedback.
To be an excellent communicator, active listening and body language are essential. When conducting sales meetings or one-on-ones, they give their team their full attention and are inquisitive.
4. Bridge between sales and marketing
They act as the bridge between sales and marketing teams.
An SDR manager works with both teams to improve the lead conversation and improves speed-to-lead.
Since Account Executives don’t have time or capacity to follow up with leads, SDRs help bridge the gap by qualifying leads and sending only the ones ready to speak with sales.
7. Results-oriented
They are results-oriented and focused on helping their team reach their goals.
Top sales managers scored 19% higher in the self-discipline facet, 20% higher in the success-driven facet, and 27% higher in the priority-focused facet than underperforming sales managers.
They gravitate their team towards achieving their sales targets. They help their team eliminate distractions or negative self-talk that can get in the way of their goals. Additionally, they give their team a sense of urgency when achieving goals.
They create actionable plans and hold their team accountable for meeting deadlines.
How does an SDR manager get paid?
Sales can be a lucrative and well-paying field. Managers can expect higher overall compensation by taking on more responsibilities.
According to the Bridge Group, the median OTE for an SDR is $76,000. At the same time, the median for an SDR Manager is $128,000.
An SDR manager’s compensation structure is typically split 70/30 in base and variable compensation.
For example, if the OTE is $128,000, their base salary would be $89,600, and the variable commission would be $38,400. Their variable compensation is based on how well their team performs.
Ready to be an effective SDR manager?
These are key things to remember to be a good SDR manager. It’s a team-first role, so you can set them up for success by coaching your team members and helping them develop their skills.
Additionally, by communicating effectively with your team and providing constructive and positive feedback. They are results-oriented and know precisely how to keep their team focused on achieving their goals.
