At a glance
A well-run SDR books about 15 meetings a month (roughly 12 held) from 40 to 50 calls a day plus email and LinkedIn, and an AE wins 20% to 30% of qualified opportunities with 2.5x to 5x pipeline coverage, depending on deal size. These ranges come from published 2026 benchmarks, mostly from software sales teams, so treat them as starting points to adjust for your own lanes, deal sizes and data.
| Role | KPI | What good looks like | Source |
|---|---|---|---|
| SDR | Calls per day | 40 to 50 (80 to 100 total activities with email and social) | Prospeo |
| SDR | Phone connect rate | 3% to 10%, most teams about 6% | Prospeo |
| SDR | Cold email reply rate | 5% to 6% | Prospeo |
| SDR | LinkedIn connection acceptance | 28.5% overall; 32.3% for logistics and supply chain senders | Expandi |
| SDR | LinkedIn message reply rate | 10.4% overall; 11.8% for logistics and supply chain senders | Expandi |
| SDR | Meetings booked per month | About 15 booked, about 12 held after a 20% no-show rate | Prospeo |
| SDR | Pipeline sourced per year | $3M median (under $750K to over $10M) | Prospeo |
| AE | Win rate (won ÷ won + lost) | 20% to 30%, average about 21%; below 15% signals a qualification problem | Prospeo |
| AE | Pipeline coverage (open pipeline ÷ quota) | 2.5x to 4x mid-market, 3x to 5x enterprise | Prospeo |
| AE | Quota attainment | 51% of AEs hit quota; average attainment 74% | Prospeo |
| AE | Sales cycle | 75 days at $10K to $50K deal value, 120 days at $50K to $100K, 170 days at $100K to $250K | Prospeo |
From lead generation to deal revenue
Every KPI belongs to one stage of the funnel at the top of this page, and the SDR hands over to the AE at meetings held. A weak number at one stage caps everything below it, so fix the earliest weak stage first.
Judge SDRs on meetings held and pipeline sourced, and use activity and conversion rates to explain why those numbers move. Activity alone rewards noise.
| Layer | KPI | Target | Why it matters |
|---|---|---|---|
| Effort | Calls per day | 40 to 50 | Volume floor; more than this usually trades quality for burnout |
| Effort | Total activities per day | 80 to 100 | Calls, emails and LinkedIn touches combined |
| Effort | Attempts per contact | About 21 over roughly 53 days | One call or email rarely cuts through; plan about 8 calls, 8 emails and 5 social touches |
| Efficiency | Phone connect rate | 3% to 10% | Low rates usually point to contact data before rep skill |
| Efficiency | Email reply rate | 5% to 6% | Most replies come from the first email |
| Efficiency | LinkedIn acceptance and message reply | 28.5% and 10.4% (logistics senders: 32.3% and 11.8%) | Message replies hold steady while connection-note replies fall |
| Outcome | Meetings held per month | About 12 | Count meetings that happen, not meetings booked |
| Outcome | Pipeline sourced per year | $3M median | Compare across deal sizes in pipeline dollars, not meeting counts |
| Outcome | Quota hit rate | 57% of SDRs hit quota | Ramp takes about 3 months; do not hold new reps to full quota |
Three habits that separate strong SDR teams
- Clean data first. A connect rate under 5% or a high email bounce rate says the list is stale. Fix the list before coaching the rep.
- Two contacts per account, not ten. Emailing 1 to 2 people at a company drew a 7.8% reply rate against 3.8% when 10 or more were contacted.
- Warm up on LinkedIn, then message. Connection-note replies fell from 3.5% to 2.2% in a year, while replies to messages after connecting held at 10% to 11%. View a profile and engage with a post before sending the request.
Run AEs on five numbers reviewed weekly: pipeline created, weighted coverage, win rate, sales cycle and quota attainment. Anything beyond seven metrics goes unread.
| KPI | How to measure it | What good looks like |
|---|---|---|
| Pipeline created | New qualified opportunities opened by the AE in a rolling 30 days; no recycled or re-opened deals | The leading indicator; set from quota ÷ win rate |
| Pipeline coverage | Open pipeline value ÷ quota for the period | 2.5x to 4x mid-market, 3x to 5x enterprise |
| Weighted coverage | Each deal’s value × its stage probability, so $100K at 30% counts as $30K | Forecast on this, not on raw coverage |
| Win rate | Won ÷ (won + lost) | 20% to 30%; under 15% means weak qualification |
| Stage conversion | Share of deals moving from each stage to the next | Opportunity to close about 31% enterprise, 39% mid-market and smaller |
| Sales cycle | Days from opportunity created to closed-won | Rises with deal value; track against your own median |
| Closed-won revenue | New bookings in the period | Monthly for fast deals, quarterly for enterprise |
| Forecast accuracy | Committed forecast ÷ actual closed revenue | 85% to 115% is strong |
| Quota attainment | Revenue closed ÷ quota | Half of AEs hit quota; if the team sits under 60%, check targets and pipeline inputs |
How to use the scorecard
- Let your own win rate set the coverage target. A flat 3x only works if you win about one deal in three; at a 20% win rate you need more.
- Read stages, not just the total. Coach where deals stall, not at quarter end when it is too late.
- Multi-thread every deal. A deal with one champion and no senior sponsor tends to stall; logistics job postings name several operational roles as buyers, so cover more than one.
What is different in logistics
Logistics teams often sell to several operational buyers, track gross profit rather than billings, and are asked for higher call volumes than software teams. Public logistics benchmarks are scarce, so the points below rest on advertised job expectations and one LinkedIn dataset, not measured team results.
| Topic | What the evidence shows | What to do |
|---|---|---|
| Call volume | Logistics SDR and sales postings ask for 30+, 50, 60+ and 120+ calls a day, against 40 to 50 in general SDR benchmarks | Set a daily call floor, but judge it against connect rate and meetings held |
| Revenue measure | One 3PL sets a minimum of $20,000 gross profit a month for its sales role, and brokerage managers also track average margin per load | Report AE results as gross profit and margin, not only billed revenue |
| Buyers | Postings name shipping managers, logistics coordinators, warehouse managers and operations directors as decision-makers, and beneficial cargo owners, 3PLs, freight forwarders and NVOCCs as target segments | Track contacts reached per account and roles covered, not just one name |
| Conversion KPIs | Postings list outbound calls, shipper accounts onboarded and pipeline conversion rate | Add accounts onboarded and first-shipment date as the closing KPI |
| Logistics and supply chain senders see 32.3% acceptance and 11.8% message replies; transportation and trucking senders see 28.6% and 10.9% | Use LinkedIn as a core channel; samples are small (72 and 83 accounts) | |
| Sales cycle | No reliable public logistics figure found; one agency’s templated pages claim 60 to 150 days for logistics technology | Measure your own median by lane and deal size, then set targets from it |
Add your own calendar to these targets: peak-season weeks, tender and RFP windows, and contract renewal dates change how many meetings convert to deals in a given month.
Compare your numbers with the benchmarks
Enter your own figures to see where each one sits against the published ranges, then work out how much pipeline your quota needs. Nothing leaves your browser.
Benchmark check
Pipeline you need for your quota
Pipeline needed = quota ÷ win rate. Meetings assume the benchmark of about 12 held per SDR a month.
An enterprise logistics account
One enterprise logistics account (name withheld) turned 42 leads from a single lead source into 7 won deals, a 17% lead-to-win rate. Drag the slider to see what its 13 open deals could add.
Illustration only: whole deals, rounded. 37% is the account’s current win rate on closed deals (7 won ÷ 19 closed).
| KPI | Result | Calculation |
|---|---|---|
| Lead conversion rate | 81% | 34 converted ÷ 42 created |
| Opp win rate | 37% | 7 won ÷ (7 won + 12 lost) |
| Total win rate | 17% | 7 won ÷ 42 leads |
| Open pipeline share | 41% | 13 open ÷ 32 opportunities |
- Strong intake: no leads sat unread or in working, and 81% converted.
- More losses than wins: 12 lost against 7 won. Recording a loss reason on every lost deal shows whether the cause is fit, price or follow-up.
- A large undecided pipeline: 13 deals are still open, so the 17% total win rate is not final.
- Projected versus realized revenue: the dashboard tracks both, and the gap between them is the number leadership should watch each month.
Putting it to work in TAMI
Each KPI above depends on an input TAMI can improve: who you target, how accurate the contact data is, and how relevant the first message is. Tag every TAMI-sourced lead in your CRM so you can report these KPIs for that source alone.
| KPI to move | TAMI workflow | What to track |
|---|---|---|
| Pipeline created | Prospect companies and contacts by country, industry and size, then build lookalike lists from your best customers | New qualified opportunities from TAMI-sourced leads per rep per month |
| Phone connect rate | Enrich contacts before calling; check whether numbers are direct dials or switchboards | Connect rate by list and by data source |
| Email reply rate | Enrich verified emails and contact 1 to 2 decision-makers per account | Bounce rate and reply rate per list |
| Meetings held | Use news and company activity to open with a relevant trigger, and generate a first draft of the outreach | Meetings booked, held and accepted by the AE |
| Win rate | Build target lists that resemble accounts you have already won | Win rate of TAMI-sourced opportunities against other sources |
Four fields make every KPI in this guide reportable: lead source, lead created date, opportunity created date, and closed-won gross profit or revenue.
Where the numbers come from
These benchmarks come from vendor-published research, which tends to reflect software sales teams and sellers of data or outreach tools. Treat every figure as a range to test against your own CRM, not a promise.
Pages opened in full
- SDR Benchmarks 2026, Prospeo: activity, connect, reply, meetings, pipeline and quota figures, which the page attributes to Bridge Group, 6sense, RepVue, Belkins and others.
- Account Executive KPIs 2026, Prospeo: win rate, coverage, quota attainment and sales cycle by deal value.
- LinkedIn Outreach Benchmarks 2026, Expandi: 13.2 million connection requests sent May 2025 to April 2026, including logistics and supply chain senders.
Cited from search results only
- Logistics job postings: Waggon, Roadrunner, 1 Global ConeXión, BP Freight and a freight broker sales role. These show advertised expectations, not results.
- Parade on brokerage rep metrics, and DevCommX on logistics sales cycles (an agency’s templated page).
LinkedIn itself requires a login, so LinkedIn figures here come from outreach-platform data about LinkedIn activity rather than from LinkedIn pages.