KPI Layer
The numbers we report, defined before we start.
Arguments about performance are almost always arguments about definitions. We agree these in week one and publish against them every week, including the ones that do not flatter us.
Definitions
Twelve metrics, one that decides everything.
Cost Per Accepted Opportunity is the one your CFO will ask about. The other eleven exist to explain why it is moving.
Qualified Meetings
Meetings that match the agreed account, buyer seniority, and timing criteria. Booked but off criteria meetings do not count.
Sales Accepted Opportunities
Opportunities your AEs accept into active pipeline against the bar they signed off in week one. This is the number we invoice against.
Meeting Show Rate
Held meetings as a share of booked. Below 80% points at a confirmation problem, not a targeting one.
Meeting to Opportunity Rate
How many held meetings convert into an accepted opportunity. The clearest single read on qualification quality.
Pipeline Value Created
Qualified opportunity value produced by the desk, valued at your own average contract value rather than ours.
Partner Sourced Pipeline
Referral and joint selling pipeline generated through partner channels, reported separately from outbound.
Channel Contribution
Sourced and influenced revenue split across SDR, partner, paid, and inbound motions.
Attribution Accuracy
How much of closed revenue the model can explain from first touch through to signature.
Cost Per Accepted Opportunity
Total programme cost divided by accepted opportunities. The number that decides whether the desk pays for itself.
Contacts Mapped Per Account
Depth of buying group coverage. Below four, enterprise outbound relies on a single point of failure.
Reply Rate by Persona
Positive replies as a share of touches, split by role, because one weak track can hide inside a healthy average.
Opportunity Cycle Length
Days from first touch to closed contract, tracked to see whether better selection is shortening the cycle.
Reporting
What lands in your inbox, and when.
Weekly
Rate Report
Reply, book, show, and accept rates by persona and message track, with the rejected meetings listed and reasons attached.
Monthly
Contribution Review
Pipeline Value Created, channel contribution, and cost per accepted opportunity against the model we built in week one.
Quarterly
Rate Reset
A working session with your sales leadership to reset targets, change the account list, or stop.
Next Step
Want these run against your own numbers?
Bring your close rate and average contract value to the review call and we will build the model live.
We build and run the sales development desks behind enterprise pipeline, and we report on accepted opportunities, not activity.