Vela RH · SDR and pre-sales management dashboard · data through Oct 4, 2026, read on Monday Oct 5 · fictitious data
SDRs · whole team · October (in progress) · 2 of 22 business days
Team SQLs against the target
13.2% too early to tell
Explain this chart
- What it shows
- How much of the period's result has already been achieved against the target.
- How to read it
- The filled bar is what's been achieved. In the current period, the vertical mark shows where the bar should be today, based on the number of business days that have passed: behind the mark, the pace is below what's needed.
- Where the number comes from
- The CRM, adding up the chosen period. The target comes from the monthly targets spreadsheet (fictitious); individual targets are the team's target split equally.
With only a few business days in, it's still too early to project the month. Compare with the expected pace marker.
- Time to first contact21.0 h inbound median; target 4 h · 13.3% on time
- AE acceptancen/d0 SQLs became proposals, 0 were discarded
- MQL → SAL66.7%benchmark 50.0%
- SAL → SQL58.3%benchmark 60.0%
SDRs · whole team · September · 22 of 22 business days
Team SQLs against the target
98.1% on pace
Explain this chart
- What it shows
- How much of the period's result has already been achieved against the target.
- How to read it
- The filled bar is what's been achieved. In the current period, the vertical mark shows where the bar should be today, based on the number of business days that have passed: behind the mark, the pace is below what's needed.
- Where the number comes from
- The CRM, adding up the chosen period. The target comes from the monthly targets spreadsheet (fictitious); individual targets are the team's target split equally.
- Time to first contact30.1 h inbound median; target 4 h · 2.7% on time
- AE acceptance70.4%19 SQLs became proposals, 8 were discarded
- MQL → SAL44.2%benchmark 50.0%
- SAL → SQL83.9%benchmark 60.0%
SDRs · whole team · Q3/2026 · 66 of 66 business days
Team SQLs against the target
105.7% on pace
Explain this chart
- What it shows
- How much of the period's result has already been achieved against the target.
- How to read it
- The filled bar is what's been achieved. In the current period, the vertical mark shows where the bar should be today, based on the number of business days that have passed: behind the mark, the pace is below what's needed.
- Where the number comes from
- The CRM, adding up the chosen period. The target comes from the monthly targets spreadsheet (fictitious); individual targets are the team's target split equally.
- Time to first contact29.4 h inbound median; target 4 h · 3.8% on time
- AE acceptance80.7%109 SQLs became proposals, 26 were discarded
- MQL → SAL48.6%benchmark 50.0%
- SAL → SQL67.8%benchmark 60.0%
SDRs · Ana Ribeiro · October (in progress) · 2 of 22 business days
Ana's SQLs against the target
15.1% too early to tell
Explain this chart
- What it shows
- How much of the period's result has already been achieved against the target.
- How to read it
- The filled bar is what's been achieved. In the current period, the vertical mark shows where the bar should be today, based on the number of business days that have passed: behind the mark, the pace is below what's needed.
- Where the number comes from
- The CRM, adding up the chosen period. The target comes from the monthly targets spreadsheet (fictitious); individual targets are the team's target split equally.
With only a few business days in, it's still too early to project the month. Compare with the expected pace marker.
- Time to first contact3.3 h inbound median; target 4 h · 40.0% on time
- AE acceptancen/d0 SQLs became proposals, 0 were discarded
- MQL → SAL80.0%benchmark 50.0%
- SAL → SQL80.0%benchmark 60.0%
SDRs · Ana Ribeiro · September · 22 of 22 business days
Ana's SQLs against the target
105.7% on pace
Explain this chart
- What it shows
- How much of the period's result has already been achieved against the target.
- How to read it
- The filled bar is what's been achieved. In the current period, the vertical mark shows where the bar should be today, based on the number of business days that have passed: behind the mark, the pace is below what's needed.
- Where the number comes from
- The CRM, adding up the chosen period. The target comes from the monthly targets spreadsheet (fictitious); individual targets are the team's target split equally.
- Time to first contact41.9 h inbound median; target 4 h · 0.0% on time
- AE acceptance68.8%11 SQLs became proposals, 5 were discarded
- MQL → SAL44.4%benchmark 50.0%
- SAL → SQL87.5%benchmark 60.0%
SDRs · Ana Ribeiro · Q3/2026 · 66 of 66 business days
Ana's SQLs against the target
109.6% on pace
Explain this chart
- What it shows
- How much of the period's result has already been achieved against the target.
- How to read it
- The filled bar is what's been achieved. In the current period, the vertical mark shows where the bar should be today, based on the number of business days that have passed: behind the mark, the pace is below what's needed.
- Where the number comes from
- The CRM, adding up the chosen period. The target comes from the monthly targets spreadsheet (fictitious); individual targets are the team's target split equally.
- Time to first contact37.6 h inbound median; target 4 h · 1.9% on time
- AE acceptance81.7%58 SQLs became proposals, 13 were discarded
- MQL → SAL48.1%benchmark 50.0%
- SAL → SQL72.3%benchmark 60.0%
SDRs · Caio Mendes · October (in progress) · 2 of 22 business days
Caio's SQLs against the target
11.3% too early to tell
Explain this chart
- What it shows
- How much of the period's result has already been achieved against the target.
- How to read it
- The filled bar is what's been achieved. In the current period, the vertical mark shows where the bar should be today, based on the number of business days that have passed: behind the mark, the pace is below what's needed.
- Where the number comes from
- The CRM, adding up the chosen period. The target comes from the monthly targets spreadsheet (fictitious); individual targets are the team's target split equally.
With only a few business days in, it's still too early to project the month. Compare with the expected pace marker.
- Time to first contact22.5 h inbound median; target 4 h · 0.0% on time
- AE acceptancen/d0 SQLs became proposals, 0 were discarded
- MQL → SAL60.0%benchmark 50.0%
- SAL → SQL42.9%benchmark 60.0%
SDRs · Caio Mendes · September · 22 of 22 business days
Caio's SQLs against the target
90.6% attention
Explain this chart
- What it shows
- How much of the period's result has already been achieved against the target.
- How to read it
- The filled bar is what's been achieved. In the current period, the vertical mark shows where the bar should be today, based on the number of business days that have passed: behind the mark, the pace is below what's needed.
- Where the number comes from
- The CRM, adding up the chosen period. The target comes from the monthly targets spreadsheet (fictitious); individual targets are the team's target split equally.
- Time to first contact28.3 h inbound median; target 4 h · 6.0% on time
- AE acceptance72.7%8 SQLs became proposals, 3 were discarded
- MQL → SAL44.0%benchmark 50.0%
- SAL → SQL80.0%benchmark 60.0%
SDRs · Caio Mendes · Q3/2026 · 66 of 66 business days
Caio's SQLs against the target
101.9% on pace
Explain this chart
- What it shows
- How much of the period's result has already been achieved against the target.
- How to read it
- The filled bar is what's been achieved. In the current period, the vertical mark shows where the bar should be today, based on the number of business days that have passed: behind the mark, the pace is below what's needed.
- Where the number comes from
- The CRM, adding up the chosen period. The target comes from the monthly targets spreadsheet (fictitious); individual targets are the team's target split equally.
- Time to first contact29.2 h inbound median; target 4 h · 5.9% on time
- AE acceptance79.7%51 SQLs became proposals, 13 were discarded
- MQL → SAL49.0%benchmark 50.0%
- SAL → SQL63.5%benchmark 60.0%
Who needs you today?
Today's queue
11MQLs still without a first contact
- Jangada LogísticaEnterprise · Event · Ana 41.4days waiting
- Grupo Trilha EducaçãoSMB · Paid social · Caio 37.3days waiting
- Grupo Delta EnergiaEnterprise · Organic search · Caio 33.2days waiting
- Carcará Tecnologia do BrasilSMB · Paid social · Ana 12.5days waiting
- Saúde BrisaEnterprise · Organic search · Ana 8.3days waiting
- Sabiá Tecnologia do BrasilMid-market · Paid social · Ana 6.3days waiting
- Jacarandá TêxtilMid-market · Paid social · Caio 2.2days waiting
- Várzea Logística do BrasilSMB · Paid social · Caio 0.5days waiting
and 3 more, from oldest to newest
27SALs with no activity for 7+ days
- Lúmen LogísticaMid-market · Outbound (SDR) · Caio 75days without activity
- Lúmen TecnologiaLarge Enterprise · Outbound (SDR) · Ana 69days without activity
- Serra LogísticaEnterprise · Outbound (SDR) · Caio 67days without activity
- Ribeira EducaçãoMid-market · Organic search · Ana 66days without activity
- Quartzo Educação do BrasilEnterprise · Organic search · Ana 61days without activity
- Oásis MetalúrgicaEnterprise · Outbound (SDR) · Caio 60days without activity
- Arara FarmaMid-market · Outbound (SDR) · Caio 57days without activity
- Pampa EngenhariaEnterprise · Outbound (SDR) · Caio 51days without activity
and 19 more, from oldest to newest
20SQLs without a proposal for 14+ days
- Nascente Tecnologia S.A.Mid-market · Paid search · Ana · AE Rafael 80days in SQL
- Grupo Ipê EngenhariaEnterprise · Organic search · Caio · AE Rafael 70days in SQL
- Brisa Varejo S.A.SMB · Paid search · Ana · AE Diego 67days in SQL
- Quartzo Alimentos S.A.Mid-market · Paid social · Ana · AE Marina 64days in SQL
- Zênite EnergiaLarge Enterprise · Outbound (SDR) · Caio · AE Marina 47days in SQL
- Farma QuartzoMid-market · Paid search · Caio · AE Marina 46days in SQL
- Jangada Energia LtdaEnterprise · Direct · Caio · AE Diego 28days in SQL
- Delta Varejo S.A.Enterprise · Paid search · Caio · AE Diego 28days in SQL
and 12 more, from oldest to newest
6MQLs still without a first contact
- Jangada LogísticaEnterprise · Event 41.4days waiting
- Carcará Tecnologia do BrasilSMB · Paid social 12.5days waiting
- Saúde BrisaEnterprise · Organic search 8.3days waiting
- Sabiá Tecnologia do BrasilMid-market · Paid social 6.3days waiting
- Âmbar Saúde LtdaMid-market · Paid search 0.4days waiting
- Estrela MetalúrgicaSMB · Organic search 0.2days waiting
14SALs with no activity for 7+ days
- Lúmen TecnologiaLarge Enterprise · Outbound (SDR) 69days without activity
- Ribeira EducaçãoMid-market · Organic search 66days without activity
- Quartzo Educação do BrasilEnterprise · Organic search 61days without activity
- Juriti TêxtilSMB · Event 39days without activity
- Baobá AgroMid-market · Event 38days without activity
- Âmbar AlimentosSMB · Event 36days without activity
- Engenharia IpêLarge Enterprise · Organic search 34days without activity
- Várzea EnergiaSMB · Event 32days without activity
and 6 more, from oldest to newest
8SQLs without a proposal for 14+ days
- Nascente Tecnologia S.A.Mid-market · Paid search · AE Rafael 80days in SQL
- Brisa Varejo S.A.SMB · Paid search · AE Diego 67days in SQL
- Quartzo Alimentos S.A.Mid-market · Paid social · AE Marina 64days in SQL
- Jacarandá AlimentosMid-market · Event · AE Marina 21days in SQL
- Grupo Baobá ServiçosMid-market · Paid search · AE Diego 20days in SQL
- Hotelaria IpêLarge Enterprise · Paid social · AE Rafael 20days in SQL
- Engenharia ItapoãSMB · Organic search · AE Diego 19days in SQL
- Brisa Tecnologia S.A.Mid-market · Paid search · AE Diego 18days in SQL
5MQLs still without a first contact
- Grupo Trilha EducaçãoSMB · Paid social 37.3days waiting
- Grupo Delta EnergiaEnterprise · Organic search 33.2days waiting
- Jacarandá TêxtilMid-market · Paid social 2.2days waiting
- Várzea Logística do BrasilSMB · Paid social 0.5days waiting
- Bússola TecnologiaSMB · Paid social 0.3days waiting
13SALs with no activity for 7+ days
- Lúmen LogísticaMid-market · Outbound (SDR) 75days without activity
- Serra LogísticaEnterprise · Outbound (SDR) 67days without activity
- Oásis MetalúrgicaEnterprise · Outbound (SDR) 60days without activity
- Arara FarmaMid-market · Outbound (SDR) 57days without activity
- Pampa EngenhariaEnterprise · Outbound (SDR) 51days without activity
- Juriti LogísticaSMB · Event 38days without activity
- Jacarandá TecnologiaSMB · Event 33days without activity
- Jatobá AgroSMB · Event 33days without activity
and 5 more, from oldest to newest
12SQLs without a proposal for 14+ days
- Grupo Ipê EngenhariaEnterprise · Organic search · AE Rafael 70days in SQL
- Zênite EnergiaLarge Enterprise · Outbound (SDR) · AE Marina 47days in SQL
- Farma QuartzoMid-market · Paid search · AE Marina 46days in SQL
- Jangada Energia LtdaEnterprise · Direct · AE Diego 28days in SQL
- Delta Varejo S.A.Enterprise · Paid search · AE Diego 28days in SQL
- Carcará EngenhariaEnterprise · Paid search · AE Rafael 26days in SQL
- Juriti FarmaEnterprise · Event · AE Marina 23days in SQL
- Cerrado Engenharia do BrasilEnterprise · Referral · AE Diego 21days in SQL
and 4 more, from oldest to newest
Queue as of today, with no period filter. In the third column, it's the AE who needs to act; the SDR follows along because the handoff is theirs.
How long does a lead wait for first contact?
13.3% of MQLs were contacted within 4 h
0up to 1 h
21 a 4 h
64 a 24 h
11 to 3 days
0more than 3 days
6no contact
15 inbound and event MQLs in the period. The time runs from entering MQL to the first outgoing call, message or email. Contacts within 4 h show in green.
Explain this chart
- What it shows
- How many MQLs waited in each time band until the SDR's first contact attempt.
- How to read it
- The columns go from the fastest band to the slowest. Green is within the first-contact target; the last column is those who were never contacted.
- Where the number comes from
- CRM: time between entering MQL and the first outgoing activity (call, message or email) by the chosen person or team, in the chosen period.
From MQL to AE acceptance, where does the lead get stuck?
SDR funnel
- MQL15
- 66.7%bench. 50.0% SAL12+2 from outbound
- 58.3%bench. 60.0% SQL7
- n/d Accepted by the AE07 still waiting
Acceptance only counts SQLs that have already been decided: they became proposals or were discarded by the AE.
Explain this chart
- What it shows
- The lead's path within pre-sales: MQL, SAL, SQL and acceptance by the rep.
- How to read it
- Between the cards is the conversion from one stage to the next: green on the market benchmark, coral below it.
- Where the number comes from
- CRM: entries into each stage in the period. Acceptance only counts SQLs the rep has already decided on (became proposals or were sent back).
Which channel gets replies?
LinkedIn has the highest reply rate
Replies received per attempt made, in the SDRs' activities in the period.
Explain this chart
- What it shows
- What share of contact attempts got a reply from the lead, by channel.
- How to read it
- Longer bar = the channel that replies the most. The number of attempts, under the name, shows how much the channel is used.
- Where the number comes from
- CRM: the SDR's outgoing activities in the period and the lead's logged replies.
Is the lead moving on time?
Days in each stage against the SLA
Median days until leaving the stage (moving forward or being discarded), for those who left in the period. The mark shows the SLA.
Explain this chart
- What it shows
- How many days, at the median, a lead stays in each pre-sales stage, against the agreed deadline (SLA).
- How to read it
- The vertical mark is the SLA. A bar that goes past the mark turns coral: the stage is taking longer than agreed.
- Where the number comes from
- CRM: days until leaving the stage (moving forward or being discarded) for those who left in the period. The SLAs are fictitious assumptions.
Why do leads drop out before becoming opportunities?
Discard reasons at MQL, SAL and SQL
- Not interested right now4
- Stopped responding3
- Deprioritized the project3
- Invalid contact2
- No budget1
Explain this chart
- What it shows
- Why leads were discarded before becoming opportunities.
- How to read it
- Longer bar = most common reason. The number next to it is the number of leads; hover to see the percentage.
- Where the number comes from
- CRM: loss reason logged by the SDR on leads discarded at MQL, SAL or SQL in the period.
How long does a lead wait for first contact?
2.7% of MQLs were contacted within 4 h
0up to 1 h
31 a 4 h
304 a 24 h
531 to 3 days
10more than 3 days
17no contact
113 inbound and event MQLs in the period. The time runs from entering MQL to the first outgoing call, message or email. Contacts within 4 h show in green.
Explain this chart
- What it shows
- How many MQLs waited in each time band until the SDR's first contact attempt.
- How to read it
- The columns go from the fastest band to the slowest. Green is within the first-contact target; the last column is those who were never contacted.
- Where the number comes from
- CRM: time between entering MQL and the first outgoing activity (call, message or email) by the chosen person or team, in the chosen period.
From MQL to AE acceptance, where does the lead get stuck?
SDR funnel
- MQL113
- 44.2%bench. 50.0% SAL62+12 from outbound
- 83.9%bench. 60.0% SQL52
- 70.4% Accepted by the AE1925 still waiting
Acceptance only counts SQLs that have already been decided: they became proposals or were discarded by the AE.
Explain this chart
- What it shows
- The lead's path within pre-sales: MQL, SAL, SQL and acceptance by the rep.
- How to read it
- Between the cards is the conversion from one stage to the next: green on the market benchmark, coral below it.
- Where the number comes from
- CRM: entries into each stage in the period. Acceptance only counts SQLs the rep has already decided on (became proposals or were sent back).
Which channel gets replies?
Calls have the highest reply rate
Replies received per attempt made, in the SDRs' activities in the period.
Explain this chart
- What it shows
- What share of contact attempts got a reply from the lead, by channel.
- How to read it
- Longer bar = the channel that replies the most. The number of attempts, under the name, shows how much the channel is used.
- Where the number comes from
- CRM: the SDR's outgoing activities in the period and the lead's logged replies.
Is the lead moving on time?
Days in each stage against the SLA
Median days until leaving the stage (moving forward or being discarded), for those who left in the period. The mark shows the SLA.
Explain this chart
- What it shows
- How many days, at the median, a lead stays in each pre-sales stage, against the agreed deadline (SLA).
- How to read it
- The vertical mark is the SLA. A bar that goes past the mark turns coral: the stage is taking longer than agreed.
- Where the number comes from
- CRM: days until leaving the stage (moving forward or being discarded) for those who left in the period. The SLAs are fictitious assumptions.
Why do leads drop out before becoming opportunities?
Discard reasons at MQL, SAL and SQL
- No fit (size or segment)27
- Stopped responding24
- Not interested right now16
- Deprioritized the project12
- No budget10
Explain this chart
- What it shows
- Why leads were discarded before becoming opportunities.
- How to read it
- Longer bar = most common reason. The number next to it is the number of leads; hover to see the percentage.
- Where the number comes from
- CRM: loss reason logged by the SDR on leads discarded at MQL, SAL or SQL in the period.
How long does a lead wait for first contact?
3.8% of MQLs were contacted within 4 h
4up to 1 h
121 a 4 h
1104 a 24 h
1641 to 3 days
63more than 3 days
63no contact
416 inbound and event MQLs in the period. The time runs from entering MQL to the first outgoing call, message or email. Contacts within 4 h show in green.
Explain this chart
- What it shows
- How many MQLs waited in each time band until the SDR's first contact attempt.
- How to read it
- The columns go from the fastest band to the slowest. Green is within the first-contact target; the last column is those who were never contacted.
- Where the number comes from
- CRM: time between entering MQL and the first outgoing activity (call, message or email) by the chosen person or team, in the chosen period.
From MQL to AE acceptance, where does the lead get stuck?
SDR funnel
- MQL416
- 48.6%bench. 50.0% SAL245+43 from outbound
- 67.8%bench. 60.0% SQL166
- 80.7% Accepted by the AE10931 still waiting
Acceptance only counts SQLs that have already been decided: they became proposals or were discarded by the AE.
Explain this chart
- What it shows
- The lead's path within pre-sales: MQL, SAL, SQL and acceptance by the rep.
- How to read it
- Between the cards is the conversion from one stage to the next: green on the market benchmark, coral below it.
- Where the number comes from
- CRM: entries into each stage in the period. Acceptance only counts SQLs the rep has already decided on (became proposals or were sent back).
Which channel gets replies?
WhatsApp has the highest reply rate
Replies received per attempt made, in the SDRs' activities in the period.
Explain this chart
- What it shows
- What share of contact attempts got a reply from the lead, by channel.
- How to read it
- Longer bar = the channel that replies the most. The number of attempts, under the name, shows how much the channel is used.
- Where the number comes from
- CRM: the SDR's outgoing activities in the period and the lead's logged replies.
Is the lead moving on time?
Days in each stage against the SLA
Median days until leaving the stage (moving forward or being discarded), for those who left in the period. The mark shows the SLA.
Explain this chart
- What it shows
- How many days, at the median, a lead stays in each pre-sales stage, against the agreed deadline (SLA).
- How to read it
- The vertical mark is the SLA. A bar that goes past the mark turns coral: the stage is taking longer than agreed.
- Where the number comes from
- CRM: days until leaving the stage (moving forward or being discarded) for those who left in the period. The SLAs are fictitious assumptions.
Why do leads drop out before becoming opportunities?
Discard reasons at MQL, SAL and SQL
- No fit (size or segment)86
- Stopped responding74
- Not interested right now51
- Deprioritized the project32
- Invalid contact29
Explain this chart
- What it shows
- Why leads were discarded before becoming opportunities.
- How to read it
- Longer bar = most common reason. The number next to it is the number of leads; hover to see the percentage.
- Where the number comes from
- CRM: loss reason logged by the SDR on leads discarded at MQL, SAL or SQL in the period.
How long does a lead wait for first contact?
40.0% of MQLs were contacted within 4 h
0up to 1 h
21 a 4 h
14 a 24 h
01 to 3 days
0more than 3 days
2no contact
5 inbound and event MQLs in the period. The time runs from entering MQL to the first outgoing call, message or email. Contacts within 4 h show in green.
Explain this chart
- What it shows
- How many MQLs waited in each time band until the SDR's first contact attempt.
- How to read it
- The columns go from the fastest band to the slowest. Green is within the first-contact target; the last column is those who were never contacted.
- Where the number comes from
- CRM: time between entering MQL and the first outgoing activity (call, message or email) by the chosen person or team, in the chosen period.
From MQL to AE acceptance, where does the lead get stuck?
SDR funnel
- MQL5
- 80.0%bench. 50.0% SAL5+1 from outbound
- 80.0%bench. 60.0% SQL4
- n/d Accepted by the AE04 still waiting
Acceptance only counts SQLs that have already been decided: they became proposals or were discarded by the AE.
Explain this chart
- What it shows
- The lead's path within pre-sales: MQL, SAL, SQL and acceptance by the rep.
- How to read it
- Between the cards is the conversion from one stage to the next: green on the market benchmark, coral below it.
- Where the number comes from
- CRM: entries into each stage in the period. Acceptance only counts SQLs the rep has already decided on (became proposals or were sent back).
Which channel gets replies?
LinkedIn has the highest reply rate
Replies received per attempt made, in Ana's activities in the period.
Explain this chart
- What it shows
- What share of contact attempts got a reply from the lead, by channel.
- How to read it
- Longer bar = the channel that replies the most. The number of attempts, under the name, shows how much the channel is used.
- Where the number comes from
- CRM: the SDR's outgoing activities in the period and the lead's logged replies.
Is the lead moving on time?
Days in each stage against the SLA
Median days until leaving the stage (moving forward or being discarded), for those who left in the period. The mark shows the SLA.
Explain this chart
- What it shows
- How many days, at the median, a lead stays in each pre-sales stage, against the agreed deadline (SLA).
- How to read it
- The vertical mark is the SLA. A bar that goes past the mark turns coral: the stage is taking longer than agreed.
- Where the number comes from
- CRM: days until leaving the stage (moving forward or being discarded) for those who left in the period. The SLAs are fictitious assumptions.
Why do leads drop out before becoming opportunities?
Discard reasons at MQL, SAL and SQL
- Deprioritized the project2
- Not interested right now1
Explain this chart
- What it shows
- Why leads were discarded before becoming opportunities.
- How to read it
- Longer bar = most common reason. The number next to it is the number of leads; hover to see the percentage.
- Where the number comes from
- CRM: loss reason logged by the SDR on leads discarded at MQL, SAL or SQL in the period.
How long does a lead wait for first contact?
0.0% of MQLs were contacted within 4 h
0up to 1 h
01 a 4 h
174 a 24 h
291 to 3 days
7more than 3 days
10no contact
63 inbound and event MQLs in the period. The time runs from entering MQL to the first outgoing call, message or email. Contacts within 4 h show in green.
Explain this chart
- What it shows
- How many MQLs waited in each time band until the SDR's first contact attempt.
- How to read it
- The columns go from the fastest band to the slowest. Green is within the first-contact target; the last column is those who were never contacted.
- Where the number comes from
- CRM: time between entering MQL and the first outgoing activity (call, message or email) by the chosen person or team, in the chosen period.
From MQL to AE acceptance, where does the lead get stuck?
SDR funnel
- MQL63
- 44.4%bench. 50.0% SAL32+4 from outbound
- 87.5%bench. 60.0% SQL28
- 68.8% Accepted by the AE1112 still waiting
Acceptance only counts SQLs that have already been decided: they became proposals or were discarded by the AE.
Explain this chart
- What it shows
- The lead's path within pre-sales: MQL, SAL, SQL and acceptance by the rep.
- How to read it
- Between the cards is the conversion from one stage to the next: green on the market benchmark, coral below it.
- Where the number comes from
- CRM: entries into each stage in the period. Acceptance only counts SQLs the rep has already decided on (became proposals or were sent back).
Which channel gets replies?
Calls have the highest reply rate
Replies received per attempt made, in Ana's activities in the period.
Explain this chart
- What it shows
- What share of contact attempts got a reply from the lead, by channel.
- How to read it
- Longer bar = the channel that replies the most. The number of attempts, under the name, shows how much the channel is used.
- Where the number comes from
- CRM: the SDR's outgoing activities in the period and the lead's logged replies.
Is the lead moving on time?
Days in each stage against the SLA
Median days until leaving the stage (moving forward or being discarded), for those who left in the period. The mark shows the SLA.
Explain this chart
- What it shows
- How many days, at the median, a lead stays in each pre-sales stage, against the agreed deadline (SLA).
- How to read it
- The vertical mark is the SLA. A bar that goes past the mark turns coral: the stage is taking longer than agreed.
- Where the number comes from
- CRM: days until leaving the stage (moving forward or being discarded) for those who left in the period. The SLAs are fictitious assumptions.
Why do leads drop out before becoming opportunities?
Discard reasons at MQL, SAL and SQL
- Stopped responding13
- No fit (size or segment)11
- Not interested right now11
- Deprioritized the project5
- No budget5
Explain this chart
- What it shows
- Why leads were discarded before becoming opportunities.
- How to read it
- Longer bar = most common reason. The number next to it is the number of leads; hover to see the percentage.
- Where the number comes from
- CRM: loss reason logged by the SDR on leads discarded at MQL, SAL or SQL in the period.
How long does a lead wait for first contact?
1.9% of MQLs were contacted within 4 h
2up to 1 h
21 a 4 h
614 a 24 h
771 to 3 days
36more than 3 days
34no contact
212 inbound and event MQLs in the period. The time runs from entering MQL to the first outgoing call, message or email. Contacts within 4 h show in green.
Explain this chart
- What it shows
- How many MQLs waited in each time band until the SDR's first contact attempt.
- How to read it
- The columns go from the fastest band to the slowest. Green is within the first-contact target; the last column is those who were never contacted.
- Where the number comes from
- CRM: time between entering MQL and the first outgoing activity (call, message or email) by the chosen person or team, in the chosen period.
From MQL to AE acceptance, where does the lead get stuck?
SDR funnel
- MQL212
- 48.1%bench. 50.0% SAL119+17 from outbound
- 72.3%bench. 60.0% SQL86
- 81.7% Accepted by the AE5815 still waiting
Acceptance only counts SQLs that have already been decided: they became proposals or were discarded by the AE.
Explain this chart
- What it shows
- The lead's path within pre-sales: MQL, SAL, SQL and acceptance by the rep.
- How to read it
- Between the cards is the conversion from one stage to the next: green on the market benchmark, coral below it.
- Where the number comes from
- CRM: entries into each stage in the period. Acceptance only counts SQLs the rep has already decided on (became proposals or were sent back).
Which channel gets replies?
Calls have the highest reply rate
Replies received per attempt made, in Ana's activities in the period.
Explain this chart
- What it shows
- What share of contact attempts got a reply from the lead, by channel.
- How to read it
- Longer bar = the channel that replies the most. The number of attempts, under the name, shows how much the channel is used.
- Where the number comes from
- CRM: the SDR's outgoing activities in the period and the lead's logged replies.
Is the lead moving on time?
Days in each stage against the SLA
Median days until leaving the stage (moving forward or being discarded), for those who left in the period. The mark shows the SLA.
Explain this chart
- What it shows
- How many days, at the median, a lead stays in each pre-sales stage, against the agreed deadline (SLA).
- How to read it
- The vertical mark is the SLA. A bar that goes past the mark turns coral: the stage is taking longer than agreed.
- Where the number comes from
- CRM: days until leaving the stage (moving forward or being discarded) for those who left in the period. The SLAs are fictitious assumptions.
Why do leads drop out before becoming opportunities?
Discard reasons at MQL, SAL and SQL
- No fit (size or segment)39
- Stopped responding36
- Not interested right now33
- Deprioritized the project17
- No budget12
Explain this chart
- What it shows
- Why leads were discarded before becoming opportunities.
- How to read it
- Longer bar = most common reason. The number next to it is the number of leads; hover to see the percentage.
- Where the number comes from
- CRM: loss reason logged by the SDR on leads discarded at MQL, SAL or SQL in the period.
How long does a lead wait for first contact?
0.0% of MQLs were contacted within 4 h
0up to 1 h
01 a 4 h
54 a 24 h
11 to 3 days
0more than 3 days
4no contact
10 inbound and event MQLs in the period. The time runs from entering MQL to the first outgoing call, message or email. Contacts within 4 h show in green.
Explain this chart
- What it shows
- How many MQLs waited in each time band until the SDR's first contact attempt.
- How to read it
- The columns go from the fastest band to the slowest. Green is within the first-contact target; the last column is those who were never contacted.
- Where the number comes from
- CRM: time between entering MQL and the first outgoing activity (call, message or email) by the chosen person or team, in the chosen period.
From MQL to AE acceptance, where does the lead get stuck?
SDR funnel
- MQL10
- 60.0%bench. 50.0% SAL7+1 from outbound
- 42.9%bench. 60.0% SQL3
- n/d Accepted by the AE03 still waiting
Acceptance only counts SQLs that have already been decided: they became proposals or were discarded by the AE.
Explain this chart
- What it shows
- The lead's path within pre-sales: MQL, SAL, SQL and acceptance by the rep.
- How to read it
- Between the cards is the conversion from one stage to the next: green on the market benchmark, coral below it.
- Where the number comes from
- CRM: entries into each stage in the period. Acceptance only counts SQLs the rep has already decided on (became proposals or were sent back).
Which channel gets replies?
WhatsApp has the highest reply rate
Replies received per attempt made, in Caio's activities in the period.
Explain this chart
- What it shows
- What share of contact attempts got a reply from the lead, by channel.
- How to read it
- Longer bar = the channel that replies the most. The number of attempts, under the name, shows how much the channel is used.
- Where the number comes from
- CRM: the SDR's outgoing activities in the period and the lead's logged replies.
Is the lead moving on time?
Days in each stage against the SLA
Median days until leaving the stage (moving forward or being discarded), for those who left in the period. The mark shows the SLA.
Explain this chart
- What it shows
- How many days, at the median, a lead stays in each pre-sales stage, against the agreed deadline (SLA).
- How to read it
- The vertical mark is the SLA. A bar that goes past the mark turns coral: the stage is taking longer than agreed.
- Where the number comes from
- CRM: days until leaving the stage (moving forward or being discarded) for those who left in the period. The SLAs are fictitious assumptions.
Why do leads drop out before becoming opportunities?
Discard reasons at MQL, SAL and SQL
- Stopped responding3
- Not interested right now3
- Invalid contact2
- Deprioritized the project1
- No budget1
Explain this chart
- What it shows
- Why leads were discarded before becoming opportunities.
- How to read it
- Longer bar = most common reason. The number next to it is the number of leads; hover to see the percentage.
- Where the number comes from
- CRM: loss reason logged by the SDR on leads discarded at MQL, SAL or SQL in the period.
How long does a lead wait for first contact?
6.0% of MQLs were contacted within 4 h
0up to 1 h
31 a 4 h
134 a 24 h
241 to 3 days
3more than 3 days
7no contact
50 inbound and event MQLs in the period. The time runs from entering MQL to the first outgoing call, message or email. Contacts within 4 h show in green.
Explain this chart
- What it shows
- How many MQLs waited in each time band until the SDR's first contact attempt.
- How to read it
- The columns go from the fastest band to the slowest. Green is within the first-contact target; the last column is those who were never contacted.
- Where the number comes from
- CRM: time between entering MQL and the first outgoing activity (call, message or email) by the chosen person or team, in the chosen period.
From MQL to AE acceptance, where does the lead get stuck?
SDR funnel
- MQL50
- 44.0%bench. 50.0% SAL30+8 from outbound
- 80.0%bench. 60.0% SQL24
- 72.7% Accepted by the AE813 still waiting
Acceptance only counts SQLs that have already been decided: they became proposals or were discarded by the AE.
Explain this chart
- What it shows
- The lead's path within pre-sales: MQL, SAL, SQL and acceptance by the rep.
- How to read it
- Between the cards is the conversion from one stage to the next: green on the market benchmark, coral below it.
- Where the number comes from
- CRM: entries into each stage in the period. Acceptance only counts SQLs the rep has already decided on (became proposals or were sent back).
Which channel gets replies?
WhatsApp has the highest reply rate
Replies received per attempt made, in Caio's activities in the period.
Explain this chart
- What it shows
- What share of contact attempts got a reply from the lead, by channel.
- How to read it
- Longer bar = the channel that replies the most. The number of attempts, under the name, shows how much the channel is used.
- Where the number comes from
- CRM: the SDR's outgoing activities in the period and the lead's logged replies.
Is the lead moving on time?
Days in each stage against the SLA
Median days until leaving the stage (moving forward or being discarded), for those who left in the period. The mark shows the SLA.
Explain this chart
- What it shows
- How many days, at the median, a lead stays in each pre-sales stage, against the agreed deadline (SLA).
- How to read it
- The vertical mark is the SLA. A bar that goes past the mark turns coral: the stage is taking longer than agreed.
- Where the number comes from
- CRM: days until leaving the stage (moving forward or being discarded) for those who left in the period. The SLAs are fictitious assumptions.
Why do leads drop out before becoming opportunities?
Discard reasons at MQL, SAL and SQL
- No fit (size or segment)16
- Stopped responding11
- Deprioritized the project7
- Not interested right now5
- No budget5
Explain this chart
- What it shows
- Why leads were discarded before becoming opportunities.
- How to read it
- Longer bar = most common reason. The number next to it is the number of leads; hover to see the percentage.
- Where the number comes from
- CRM: loss reason logged by the SDR on leads discarded at MQL, SAL or SQL in the period.
How long does a lead wait for first contact?
5.9% of MQLs were contacted within 4 h
2up to 1 h
101 a 4 h
494 a 24 h
871 to 3 days
27more than 3 days
29no contact
204 inbound and event MQLs in the period. The time runs from entering MQL to the first outgoing call, message or email. Contacts within 4 h show in green.
Explain this chart
- What it shows
- How many MQLs waited in each time band until the SDR's first contact attempt.
- How to read it
- The columns go from the fastest band to the slowest. Green is within the first-contact target; the last column is those who were never contacted.
- Where the number comes from
- CRM: time between entering MQL and the first outgoing activity (call, message or email) by the chosen person or team, in the chosen period.
From MQL to AE acceptance, where does the lead get stuck?
SDR funnel
- MQL204
- 49.0%bench. 50.0% SAL126+26 from outbound
- 63.5%bench. 60.0% SQL80
- 79.7% Accepted by the AE5116 still waiting
Acceptance only counts SQLs that have already been decided: they became proposals or were discarded by the AE.
Explain this chart
- What it shows
- The lead's path within pre-sales: MQL, SAL, SQL and acceptance by the rep.
- How to read it
- Between the cards is the conversion from one stage to the next: green on the market benchmark, coral below it.
- Where the number comes from
- CRM: entries into each stage in the period. Acceptance only counts SQLs the rep has already decided on (became proposals or were sent back).
Which channel gets replies?
WhatsApp has the highest reply rate
Replies received per attempt made, in Caio's activities in the period.
Explain this chart
- What it shows
- What share of contact attempts got a reply from the lead, by channel.
- How to read it
- Longer bar = the channel that replies the most. The number of attempts, under the name, shows how much the channel is used.
- Where the number comes from
- CRM: the SDR's outgoing activities in the period and the lead's logged replies.
Is the lead moving on time?
Days in each stage against the SLA
Median days until leaving the stage (moving forward or being discarded), for those who left in the period. The mark shows the SLA.
Explain this chart
- What it shows
- How many days, at the median, a lead stays in each pre-sales stage, against the agreed deadline (SLA).
- How to read it
- The vertical mark is the SLA. A bar that goes past the mark turns coral: the stage is taking longer than agreed.
- Where the number comes from
- CRM: days until leaving the stage (moving forward or being discarded) for those who left in the period. The SLAs are fictitious assumptions.
Why do leads drop out before becoming opportunities?
Discard reasons at MQL, SAL and SQL
- No fit (size or segment)47
- Stopped responding38
- Invalid contact18
- Not interested right now18
- Deprioritized the project15
Explain this chart
- What it shows
- Why leads were discarded before becoming opportunities.
- How to read it
- Longer bar = most common reason. The number next to it is the number of leads; hover to see the percentage.
- Where the number comes from
- CRM: loss reason logged by the SDR on leads discarded at MQL, SAL or SQL in the period.
How is each person on the team doing?
Pre-sales team
| SDR | SQLs | Pace | MQL → SAL | SAL → SQL | 1st contact | Aceite AE | In the queue |
|---|---|---|---|---|---|---|---|
| 4 of 26.5 | too early to tell | 80.0% | 80.0% | 3.3 h | n/d | 28 | |
| 3 of 26.5 | too early to tell | 60.0% | 42.9% | 22.5 h | n/d | 30 |
Click a name to see that person's dashboard.
Explain this chart
- What it shows
- Each SDR's numbers side by side: SQLs, pace against target, conversions, time to first contact, rep acceptance and queue.
- How to read it
- Click a name to see that person's dashboard. Pace compares what's been achieved with what was expected by today.
- Where the number comes from
- CRM, in the chosen period. Individual target = the team's target split equally (assumption).
How is each person on the team doing?
Pre-sales team
| SDR | SQLs | Pace | MQL → SAL | SAL → SQL | 1st contact | Aceite AE | In the queue |
|---|---|---|---|---|---|---|---|
| 28 of 26.5 | on pace | 44.4% | 87.5% | 41.9 h | 68.8% | 28 | |
| 24 of 26.5 | attention | 44.0% | 80.0% | 28.3 h | 72.7% | 30 |
Click a name to see that person's dashboard.
Explain this chart
- What it shows
- Each SDR's numbers side by side: SQLs, pace against target, conversions, time to first contact, rep acceptance and queue.
- How to read it
- Click a name to see that person's dashboard. Pace compares what's been achieved with what was expected by today.
- Where the number comes from
- CRM, in the chosen period. Individual target = the team's target split equally (assumption).
How is each person on the team doing?
Pre-sales team
| SDR | SQLs | Pace | MQL → SAL | SAL → SQL | 1st contact | Aceite AE | In the queue |
|---|---|---|---|---|---|---|---|
| 86 of 78.5 | on pace | 48.1% | 72.3% | 37.6 h | 81.7% | 28 | |
| 80 of 78.5 | on pace | 49.0% | 63.5% | 29.2 h | 79.7% | 30 |
Click a name to see that person's dashboard.
Explain this chart
- What it shows
- Each SDR's numbers side by side: SQLs, pace against target, conversions, time to first contact, rep acceptance and queue.
- How to read it
- Click a name to see that person's dashboard. Pace compares what's been achieved with what was expected by today.
- Where the number comes from
- CRM, in the chosen period. Individual target = the team's target split equally (assumption).
This dashboard's fictitious assumptions
- Individual target: the team's SQL target split equally among the SDRs.
- Stage exit SLA: MQL 2 days · SAL 10 days · SQL 7 days.
- First-contact target: up to 4 h for inbound.