RevGen's Data-Rich SDR Dream Sheet

RevGen's Data-Rich SDR Dream Sheet

RevGen’s SDR team tracks a lot of data. CEO John Rosar’s insight-packed Sheet (affectionately referred to as the “dreamsheet”) packs a punch.

REVGEN provides outsourced, inside sales support for technology and software companies.

Every year, REVGEN hires and trains hundreds of salespeople by using a proven training and onboarding process. In an industry that has a 50% washout rate, REVGEN gives you a competitive advantage by providing a channel of pre-qualified individuals with training, experience, and a desire to succeed in a sales career.

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Moneyball for sales.

CEO John Rosar has a proven process. That process involves tracking every call’s sentiments and dispositions.

REVGEN has chose Salesloft as their sales engagement platform and use Malartu for their analytics.

Each morning, the REVGEN sales managers review the dreamsheet to understand the performance of each rep.


The data

Their dream sheet tracks a few metrics:

  • Prospect Calls

  • Talk Time

  • DMs Reached

  • Influencer Reached

  • Receptionist Reached

  • Receptionist Block

  • Hook Rejected

  • Pitch Rejected

  • Qualified Pitch

  • Demo Scheduled

  • No Answer

  • Bad Lead

You can start to see how this data is insightful when reps are calling in high volumes just by reading through the list.

The dreamsheet is organized simply, like it would be in Excel.

Although it seems counterintuitive to a business intelligence company, we love the black and white nature of this sheet. Sometimes it’s hard to beat an old-fashioned spreadsheet view.

A manager reading from left to right can see exactly how each rep has performed in just a few seconds. Stacking rep’s performances means that they’re quickly benchmarked across the team.

Taking a look at the back-end 

REVGEN’s sales managers are also making use of hidden rows and columns. This is because REVGEN’s model involves training reps to be hired by clients, and it works.

That means that this sheet, and all its glorious data, needs to ebb and flow with the team.  

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By hiding rows and columns, managers can quickly compare current reps to past performers without muddying up their main report.

Why this is Really Good Analytics

When there’s a lot of information to digest, it’s important not to over-do it. Often times the real value in business intelligence is breaking down data silos.

It’s not always about pretty graphs, and this is a perfect example.

What we’d like to see next

Incorporating a few margins and ratios in this sheet would be a good way for managers to quickly understand a rep’s weak points without having to comb through each column first. A simple place to start might be the ratio of dials-to-demos to measure overall effectiveness and then the ratio of dials-to-bad leads to measure the quality of purchased lists.

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