How this AE can increase his Correct Connect Rate

In this sales climate, AEs are having a harder time than ever hitting their goals. Using Outreach's Pipeline Generation Report, we can hone in on the exact data points they need to hit their targets.

Outreach VP Angela Garinger teams up with Kassra Abtahi to break down his unique goals and how to conquer them utilizing the Strike Zone philosophy and the Pipeline Generation Report:

We’ve got Kass here today. Kass actually was one of my SDR managers before becoming an AE. So he's very familiar with the Strike Zone Report, the Pipeline Generation Report, and how to use levers to ensure that you're hitting your pipeline and revenue goals. Now Kass is one of my AEs, and I'm really excited to go through your Pipeline Generation Report to see how we can help you succeed this quarter.

Revenue and Pipeline Goals 

Okay, great. So pull it up for me and first, let's filter for last month. Since we have already completed one month this quarter, I think last month is a good indication of where you're going to be. 

First, let's look and make sure this is just you. Okay, so we're looking at last month, we're looking at your performance from last month. Talk to me about what your revenue goals are for this quarter.

“Yeah, so I have a revenue goal of $160K this quarter. So give or take, in order to exceed my number, I probably want to be closing somewhere around $60K per month to be able to pace what I want to land at — which is a little bit more like $180K,” says Kassra.

Okay, $180K. I love that you're projecting ahead of where your quota is. Let's all hope we're always doing that. And Kass, you are doing really nice this quarter, so it's totally cool. So then, what do you think about us deciding that you need a pipeline generation goal of actually hitting $200K for the quarter?

“Yeah, and I think that's smart on two fronts; because even if I exceed this quarter's number, that would set me up for next quarter as well,” responds Kassra.

That's right. Pipeline is always good, no matter whether it closes this quarter or next quarter. So let's say then your win rate is about 20%. So if you need 5X pipeline coverage on $200K, closed-won revenue, what's your pipeline goal?

“A million dollars,” says Kassra.

SQL Value and Conversion Rate

Let's do it, let's put it in there. And what is your average SQL value?

“About $15K to $20K. Let's say for this purpose, $15K,” Kassra says. 

Great.

“And then my conversion rate is probably closer to about 70%,” he adds.

We like 70% as our minimum there, so I'm glad to hear that's where it is. So now let's calculate. Wow, this is fantastic. Okay, so if you make 2,000 calls in a week, you will book 9 meetings — that feels unrealistic.

“That does feel unrealistic,” Kassra agrees. 

Also you need to sequence 500 people a week. So here's the good news, we're going to look and see where things are kind of broken, which levers we need to pull to make it a more realistic number. Because at the end of the day, doing activities for activities' sake isn't ever the answer. So we can figure out exactly where you need to be coached, so we can move that to a more realistic space.

Meetings Booked and Held Rate

Well let's start here. Meetings booked, 9%. Where do we like to be for that, do you remember?

“Probably more north, like 15 - 20%,” Kassra responds. 

I love that, always projecting ahead. 10% is pretty good. But this might be an area that we can lean into to help those numbers come down, but 9% is pretty good. Okay, so your hold rate, we like that to be at 80%. You're pacing ahead of that. People are showing up, that's good. In my mind that means that you're doing a good job of creating urgency, creating value in our offering, all of the things that we want to see to make people show up. So, that's really great. 

Correct Connect Rate

Alright, oh, I think we have figured out where we can help. So your correct connect rate is 1% — that's kind of alarming.

“That's low, so I have to make a ton of dials even just to connect with one person,” says Kassra

That's exactly what it is. So, it's not like you're having a tremendous difficulty converting that person to a meeting booked once you've got them on the phone. The problem is that you're not getting people on the phone. So there's a couple of things that really I think you can lean into. Are you calling at the right times?

“I'm probably not building around the heat maps that actually show me when my best connect rates are, but I’ll probably start doing that,” Kassra laughs.

Yes, hopefully you can start doing that. And so do you feel like you have dedicated time each day to be calling?

“It's pretty inconsistent now. But, if I can dedicate an hour in the morning, an afternoon, an easy lever to pull is if I could just get a few more connects per day, that percentage will increase and that will have a huge impact on the rest of my numbers.”

I totally agree. 

Key Takeaways

1. Look at the heat maps. Look at the heat maps to figure out when to call.
2. Create call blocks on calendar.
3. Recheck heat maps. And then I think the third thing I would say is that once you've created those very specific call blocks, then look at the end of the week to see if your heat maps have changed. So then the following week, look if it makes a difference where you were calling. You should be constantly reinforcing what you're calling because I think you'll see that continue to tick up if you just stay really close to it.

Okay, good. All right, Kass, so you've got big numbers, but you're already doing well. You've gotta get that correct connect up.

“Yeah, and hopefully I can build enough pipeline to cover the rest of my quarter this quarter and successful next quarter as well,” adds Kass. 

The good news is you don't have to hope because you got a plan. All right, thanks, Kass.