This performance review is designed to track the progress and effectiveness of a Sales Development Representative (SDR) over a six-month period. The evaluation focuses on several core competencies that are crucial for success in this role, including call activity, task management, business development skills, and overall contribution to both short-term and long-term sales goals.

Month 1: Incubation and High-Touch Coaching

Focus: Establishing a Foundation

The first month serves as a critical foundation period where the SDR is introduced to the role’s expectations, tools, and processes. During this time, high-touch coaching and feedback are essential to ensure that the SDR is adopting the correct habits and methodologies.

Key Metrics:

  • Daily Call Volume: Target of 100 calls per day to start building confidence and familiarity with the outreach process.
  • Tasks Created: 10 tasks per day, focusing on follow-ups and next steps for prospects.
  • Script Adherence and Creativity: The SDR is expected to follow the provided scripts while also showing a willingness to personalize and adapt them as needed.
  • Initiative: The SDR should actively seek feedback, ask questions, and engage in continuous learning.

Evaluation:

  • Call Activity: Assess the consistency in making 100 calls per day. Evaluate how well the SDR balances quantity with the quality of conversations.
  • Task Management: Review the effectiveness of task creation and completion. Are tasks leading to meaningful follow-ups?
  • Adaptability: Monitor the SDR’s ability to apply feedback and adjust their approach.
  • Engagement: Evaluate participation in team meetings, willingness to learn, and overall enthusiasm for the role.

Month 2-3: Building Momentum and Increasing Autonomy

Focus: Gaining Confidence and Refining Techniques

As the SDR progresses into the second and third months, the focus shifts to increasing call volumes, refining outreach techniques, and developing a deeper understanding of the target market and personas.

Key Metrics:

  • Daily Call Volume: Gradually increase to 150-200 calls per day.
  • Task Management: Continue creating and managing tasks with greater efficiency, aiming for 15 tasks per day.
  • Pipeline Development: Begin to focus more on qualifying leads and identifying high-value prospects.
  • Follow-Up Posture: Strong emphasis on timely and effective follow-ups, especially with demo participants.

Evaluation:

  • Call Activity: The SDR should now be consistently hitting higher call volumes. Evaluate whether the increased quantity is maintained without sacrificing quality.
  • Task Efficiency: Assess the SDR’s ability to manage a growing number of tasks effectively. Are they prioritizing tasks that lead to booking demos and moving prospects through the pipeline?
  • Pipeline Management: Review the SDR’s ability to identify and prioritize high-potential leads.
  • Demo Follow-Up: Evaluate the thoroughness and effectiveness of follow-ups post-demo. Is the SDR successfully moving prospects to the next stage?

Month 4-5: Mastery and Self-Management

Focus: Demonstrating Mastery and Operating Independently

By the fourth and fifth months, the SDR is expected to operate with a high degree of independence. The focus is on mastering all aspects of the role, from call management to pipeline development, and demonstrating the ability to consistently contribute to the team’s goals.

Key Metrics:

  • Daily Call Volume: Maintain or exceed 200 calls per day with sustained quality.
  • Task Creation: 20 tasks per day, with a focus on strategic follow-ups and nurturing long-term prospects.
  • List Creation: Proactively build and refine prospect lists, showing an understanding of the ideal customer profile.
  • Demo Bookings: Consistently book a higher number of demos, with a focus on quality over quantity.

Evaluation:

  • Call Mastery: The SDR should now demonstrate complete command over their call scripts and techniques. Evaluate their ability to engage and convert prospects.
  • Task Proficiency: Assess the SDR’s ability to manage a complex task load while maintaining a focus on high-priority activities.
  • Proactivity: Review the SDR’s initiative in creating new prospect lists and identifying untapped opportunities.
  • Demo Quality: Evaluate the quality of demos booked. Are they leading to meaningful conversations and SQLs?

Month 6: Full Autonomy and Goal Achievement

Focus: Achieving Targets and Preparing for Next Steps

The sixth month is about consolidating everything learned and demonstrating the ability to meet and exceed set targets. At this stage, the SDR should be fully autonomous and consistently achieving or surpassing their KPIs.

Key Metrics:

  • Daily Call Volume: Sustained at 200+ calls with exceptional quality.
  • Task Creation: Continually managing 20+ tasks daily, ensuring follow-ups are strategic and timely.
  • Closed Deals Contribution: Begin to see the impact of the SDR’s work in the closing of deals initiated through their efforts.
  • Professional Development: Show signs of readiness for the next level, whether that’s a senior SDR role or transitioning into a closing role.

Evaluation:

  • Consistency: The SDR should consistently meet or exceed all KPIs. Evaluate their ability to maintain high performance independently.
  • Impact on Revenue: Assess the contribution the SDR’s efforts have made to the pipeline and closed deals.
  • Professional Growth: Evaluate the SDR’s readiness for career advancement based on their performance, initiative, and overall contribution to the team.

Summary and Final Assessment

Over the six months, the SDR’s performance should be reviewed monthly, with detailed feedback provided regularly. The final assessment will consider their growth, consistency, and overall impact on the team’s success.

Overall Performance Rating: Based on the evaluations across the six months, assign a final performance rating that reflects the SDR’s ability to meet or exceed expectations in their role.

Next Steps:

  • Career Development: Discuss potential career paths and next steps based on the SDR’s performance and aspirations.
  • Continued Learning: Identify areas for further development and provide resources or training opportunities to support ongoing growth.

This structured approach ensures that the SDR is not only evaluated on their ability to perform daily tasks but also on their growth, adaptability, and long-term impact on the organization’s goals.