Maximising cold call effectiveness: Key metrics for SDR success

Cold calling remains one of the most effective go-to-market strategies for driving pipeline. While some argue that achieving ROI with a Sales Development Representative (SDR) channel requires a deal size of over AU$20,000 due to the associated costs, we’re proving otherwise.

At Firmable, we’ve found that with a high-quality SDR team, excellent data, and a strong product-market fit, you can achieve high velocity and profitability with deal sizes as low as $6,000 to $10,000.

By focusing on efficiency, our SDR team consistently achieves 22% connect rates, compared to the industry average of just 5%, and delivers AU$160,000 in pipeline per rep monthly. These metrics demonstrate that exceptional cold-calling performance is possible when you optimise your strategy and leverage the right tools.

Why cold calling still matters in 2025

Cold calling remains a powerful tool for sales teams, as email and digital outreach become saturated. With inboxes flooded by automated messages, a direct phone call cuts through the noise, offering a personal and immediate connection that stands out. However, today’s prospects are highly protective of their personal information, especially on mobile.

In Australia, compliance with the Do Not Call (DNC) Register is non-negotiable. SDRs need tools, like Firmable, that combine accurate mobile numbers with built-in DNC compliance to ensure effective and lawful outreach. For more information on Australian data regulations visit our blog post on Data privacy and compliance in B2B sales and marketing.

Key metrics for cold call effectiveness: What to track and why

If you’re not tracking your SDR team’s performance, how can you know how effective they are?

Without the right metrics, it’s difficult to assess where your team excels or where improvements are needed.

To truly understand and optimise your cold-calling efforts, it’s essential to measure key metrics that impact conversion rates and pipeline generation.

Some of the critical metrics to track include:

• Call volume: How many calls each rep makes per day. The more calls, the higher the chances of connecting with prospects. We make on average 900 calls a month per rep, between 40-50 calls a day. Some people say reps should be doing 100+ a day – while we will continue to streamline account research processes, we focus more on quality over quantity to maximise opportunity outcomes.
  
  
• Connect rate: The percentage of calls where the SDR speaks with a prospect. High connect rates are an indicator of effective outreach and quality data. We average 22% call connect rate, which is almost 5x better than the industry average.
  
  
• Meetings booked: The number of meetings secured from cold calls, reflecting how well your team can convert conversations into opportunities. We book meetings directly from 17% of conversions.
  
  
• Meetings held: Meetings booked are only valuable if they’re actually held. Occasionally you’ll get no shows to meetings, which can be reduced by good process around invitations, pre-meeting reminders, and targeting the right personas to begin with. For us, 90% of our meetings booked are also held. This is the primary measure we reward our SDRs on to ensure they’re driven by outcomes vs low-quality activity volume.
  
  
• Meeting to opportunity pipeline: How many meetings convert into actual sales opportunities shows the quality of your SDR’s interactions and follow-through. Our SDR average 86% per month on meeting conversion to pipeline. Smashing it!
  
  
• Pipeline generated: The ultimate measure of success is how much revenue potential was generated through cold calls. We are averaging AU$160K in pipeline each month per rep. 

Tracking these metrics is essential for understanding the effectiveness of your SDR team. If you can’t measure these, it’s impossible to optimise.

At Firmable, our SDR team consistently tracks and reports on these KPIs which, along with great contact data, results in impressive 22% connect rates, far above the industry average of 5%. This data-driven approach allows us to fine-tune our strategies, improve team performance, and ultimately drive higher revenue growth.

Firmable Monthly SDR Metric Report

Without this level of insight, you’re missing out on opportunities to scale and refine your outreach efforts.

Are you tracking these key metrics? If not, now’s the time to start. 

From metrics to executive outcomes: What to track and communicate 

While tracking SDR metrics is critical for optimising team performance, it’s equally important to translate these numbers into outcomes that resonate with your C-suite. Senior leadership needs to understand how the SDR team’s efforts directly contribute to broader business goals, making it easier to validate cold calling as a valuable channel and secure ongoing investment. 

Here are the key outcomes we measure and communicate to the Firmable exec team: 

1. Meetings held: Ensure the focus is on the quality of booked meetings that take place. This metric validates the value of the SDR’s time and effort, demonstrating their ability to engage decision-makers who align with the Ideal Customer Profile (ICP).
   
   
2. Pipeline generated: Showcase the tangible revenue opportunities created from SDR efforts. Highlighting the dollar value of pipeline per rep, like Firmable’s AU$160K monthly average, underscores the channel’s direct impact on sales growth.
   
   
3. ACV (Annual Contract Value) added: Break down how SDR efforts are influencing signed deals. By tracking and reporting the ACV contribution from SDR generated opportunities, you provide clear evidence of their ROI.
   
   
4. SDR payback period: A critical financial metric for executive buy-in, this measures how quickly the revenue generated by SDR activities covers their operating costs. 

By focusing on these outcomes, you can tie SDR activities to business success, ensuring the team’s contributions are recognised and supported at the executive level. With clear line of sight between SDR performance outcomes and strategic goals, executives can make informed decision about resourcing and expanding the channel.  

How to improve your SDR metrics:

• Focus on data quality: Poor-quality data is the bane of cold calling. Research shows that up to leading to inefficiencies and 30% of data decays annually, a big frustration for SDRs. Firms using enriched and validated data experience up to three times higher connection rates than those relying on outdated lists. Check out this article to help manage your data cleansing.
  
  
• Segment and personalise: Adjust your messaging by segmenting your target companies and personas based on role, industry, and pain points. Buyers are 2.1 times more likely to respond to personalised outreach so it’s important to tailor your messaging to them.
  
  
• Provide effective call scripts:  Equip SDRs with scripts tailored to the industries and roles they target. These should include opening lines, objection-handling tactics, and closing techniques.
  
  
• Leverage technology: Use a data provider, like Firmable, that allows you to easily and accurate find your prospects with mobile numbers and wash against an up to date Australian Do Not Call list to stay compliant. Also take advantage of a CRM and relevant integrations such as auto diallers and call recording software to streamline workflows and track metrics in real time.
  
  
• Feedback for consistency: Regular feedback and collaboration sessions focusing on calls and messaging can improve connection rates by up to 28%. 

Lessons from Firmable’s SDR success 

At Firmable, our SDR function stands out due to our combination of high-quality data, tailored ICP targeting, and disciplined process tracking. Here’s what we’ve learned:

1. Connect rates reflect data quality: Achieving a 22% connect rate proves that good data is critical. SDRs armed with accurate contact details can focus on meaningful conversations rather than chasing dead leads.
   
   
2. Message testing drives success: Continuous testing and refining of scripts ensure relevance across different industries, from tech to construction.
   
   
3. Consistency pays off: SDRs consistently making 40+ calls per day see higher results over time. 

Downloadable monthly SDR call tracker 

To help you replicate our success, we’re sharing our cold call tracker, a downloadable spreadsheet to monitor your SDR team’s performance. Use it to track call volumes, connection rates, and pipeline generated.