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SDR KPIs: How to Measure Your Way to a Better Sales Pipeline
A strong sales team is the most important aspect of every organization. Not only will they help you reach your targets, but they also play a key part in how your revenue engine functions.
Studies show that SDRs are accountable for generating 30-40 percent of revenue for the companies, which shows how crucial it is to get them right from the beginning and track results from day one.
To measure your sales development team’s performance, it is important that you set specific benchmarks based on company standards and quarterly goals.
In this article, we will look at some of the most important SDR KPIs that can help you set clear expecta00tions.
Why Are SDR KPIs Important?
Evaluating In-House Team Efficiency
By tracking and measuring SDR performance against key metrics, you can ensure that your team is focused on the activities most likely to generate leads and open new business opportunities. In essence, KPIs guide your in-house SDRs to maintain efficiency so the company can achieve its sales targets.
Enhancing Sales Forecasting
SDR KPIs play a crucial role in sales forecasting by providing data-driven insights into lead generation and conversion rates. As a business leader, these insights allow you to set more accurate sales goals, predict future revenue, and adjust strategies to meet targets effectively.
Measuring SDR Outsourcing Success
Measuring SDR KPIs is also essential when assessing the effectiveness of your outsourced SDRs’ efforts. By thoroughly monitoring these metrics, you can evaluate whether your outsourced sales team positively impacts your sales pipeline and delivers ROI-driven results.
✨Want to know the ROI of outsourcing your sales to Martal? Use our ROI calculator for a personalized estimate in less than 30 seconds!
Standard KPIs for SDRs
Revenue KPIs
Prioritizing revenue-centric KPIs ensures a focus on not just the quantity of leads and opportunities created but also the quality and profitability of these engagements. With this revenue-first approach, we delve into specific KPIs that serve as the pillars of an SDR’s contribution to business growth:
1. Time to Revenue
What It Is:
Time to Revenue tracks the duration from when an SDR first contacts a lead to when the deal is closed, highlighting the efficiency of the sales process.
Why It’s Tracked:
This metric indicates how quickly SDRs can convert leads into revenue, impacting overall sales velocity.
How to Calculate:
Time to Revenue = Date of Deal Close – Date of Initial Contact
Benchmark:
Aiming for a time to revenue of 30 to 60 days is ideal for most industries.
How to Improve:
- Streamline Sales Processes: Identify and eliminate bottlenecks in the sales cycle.
- Enhance SDR Training: Equip SDRs with techniques to accelerate lead conversion.
- Leverage Automation: Use CRM and sales tools to automate follow-ups and reduce delays.
2. Average Deal Size
What It Is:
Average deal size measures the typical revenue generated from deals closed by SDR-sourced leads, reflecting the value of the opportunities they create.
Why It’s Tracked:
This metric helps evaluate the impact of SDRs on revenue by focusing on the size of the deals they contribute.
How to Calculate:
Average Deal Size = Total Revenue from SDR-Sourced Deals ÷ Number of SDR-Sourced DealsBenchmark:
Aim for an average deal size that aligns with your company’s revenue goals.
How to Improve:
- Target High-Value Accounts: Focus SDR efforts on leads with the potential for larger deals.
- Enhance Qualification Criteria: Refine lead scoring to prioritize high-value prospects.
- Upsell and Cross-Sell: Encourage SDRs to identify opportunities for additional products or services.
3. Return on Investment (ROI)
What It Is:
ROI compares the revenue generated from SDR-led initiatives to the cost of running the SDR team, measuring the financial efficiency of the SDR function.
Why It’s Tracked:
This KPI evaluates the profitability and cost-effectiveness of SDR activities within the sales organization.
How to Calculate:
ROI = (Revenue from SDR-Led Initiatives – SDR Team Cost) ÷ SDR Team Cost × 100Benchmark:
A strong ROI for SDR efforts is typically 5:1 or higher, depending on industry and sales cycle length.
How to Improve:
- Reduce Operational Costs: Identify areas where expenses can be cut without impacting performance.
- Increase Lead Quality: Enhance lead generation efforts to improve the quality and readiness of leads.
4. Revenue Attainment
What It Is:
Revenue attainment measures the amount of revenue generated from closed-won deals against the SDR’s individual or team targets, reflecting their ability to meet and exceed sales goals.
Why It’s Tracked:
This KPI directly ties SDR performance to the company’s revenue targets, ensuring alignment with business goals.
How to Calculate:
Revenue Attainment = (Revenue Generated by SDR ÷ Revenue Target) × 100Benchmark:
The benchmark for revenue attainment should be at least 100% to ensure SDRs are consistently meeting their targets.
How to Improve:
- Set Realistic and Challenging Targets: Ensure that SDR targets are achievable yet push them towards higher performance.
- Regular Performance Reviews: Conduct frequent reviews to assess progress and make necessary adjustments.
- Provide Continuous Support: Equip SDRs with the tools and training needed to consistently hit their revenue goals.
5. Cost per Lead (CPL)
What It Is:
Cost per Lead (CPL) measures the average cost incurred to generate a single lead, encompassing marketing and sales expenses.
Why It’s Tracked:
This KPI is crucial for assessing the financial efficiency of lead generation efforts and ensuring that the cost aligns with the revenue potential.
How to Calculate:
CPL = (Total Marketing & Sales Expenses ÷ Total Number of Leads)
Benchmark:
A healthy CPL varies by industry but typically ranges between $50 and $200 per lead.
How to Improve:
- Optimize Marketing Channels: Focus on channels with the highest lead quality and lowest cost.
- Refine Audience Segmentation: Use data-driven insights to create more accurate customer segments, ensuring marketing efforts are focused on the most promising leads.
- Implement Predictive Analytics: Leverage predictive models to forecast which prospects are more likely to convert, allowing for more efficient allocation of marketing resources.
❓Is Cost Per Lead the best way to measure the effectiveness of outbound lead generation efforts? Check out this CPL guide to find out.
Sales Pipeline Metrics
Sales pipeline metrics provide crucial insights into the entire sales funnel, from the initial contact with leads to the final stages of customer conversion and beyond. By tracking these metrics, sales teams can evaluate the health of their pipeline, identify bottlenecks, and optimize their strategies for greater efficiency and effectiveness.
Let’s explore the key metrics that shape the success of your sales pipeline.
1. Lead to MQL Conversion Rate
What It Is:
Marketing-qualified leads (MQLs) are leads that have shown interest in your product or service through actions like filling out a form, indicating they are more likely to convert into customers.
Why It’s Tracked:
Measuring the percentage of leads converting into MQLs helps assess the effectiveness of initial lead nurturing efforts.
How to Calculate:
Lead to MQL Conversion Rate = (Number of MQLs ÷ Total Number of Leads) × 100
Benchmark:
A healthy lead-to-MQL conversion rate typically ranges between 30% and 50%.
How to Improve:
- Enhance Content Quality: Provide valuable content that engages and educates leads.
- Implement Targeted Engagement Tactics: Utilize personalized emails and interactive content.
- Automate Lead Nurturing: Ensure timely and relevant follow-ups through automation.
2. MQL to SAL Conversion Rate
What It Is:
Sales-accepted leads (SALs) are MQLs that have been reviewed and accepted by the sales team for further pursuit.
Why It’s Tracked:
This metric indicates the effectiveness of the lead handoff process between marketing and sales teams.
How to Calculate:
MQL to SAL Conversion Rate = (Number of SALs ÷ Total Number of MQLs) × 100
Benchmark:
A solid MQL to SAL conversion rate is around 70% to 80%, showing good alignment between marketing and sales.
How to Improve:
- Improve Lead Handoff Processes: Streamline the transition from marketing to sales.
- Regular Feedback: Maintain ongoing communication between marketing and sales to refine lead criteria.
- Enhance Lead Qualification: Ensure leads meet clear criteria before handoff.
3. SAL to SQL Conversion Rate
What It Is:
Sales-qualified leads (SQLs) are SALs that have been further vetted and deemed ready for direct sales engagement.
Why It’s Tracked:
This metric is crucial for understanding the effectiveness of your sales team’s qualification process.
How to Calculate:
SAL to SQL Conversion Rate = (Number of SQLs ÷ Total Number of SALs) × 100
Benchmark:
A strong SAL to SQL conversion rate typically falls between 60% and 70%.
How to Improve:
- Regular Feedback Loop: Implement a feedback loop between SDRs and the rest of the sales teams to refine the criteria for SQLs.
- Utilize Advanced Analytics: Leverage analytics tools to identify patterns in successful SQL conversions, helping to adjust strategies.
4. SQL to Close-Won Conversion Rate
What It Is:
Close-won deals are those where the SQLs have been successfully converted into paying customers.
Why It’s Tracked:
This metric is the ultimate measure of sales success, reflecting the end result of your sales efforts.
How to Calculate:
SQL to Close-Won Conversion Rate = (Number of Close-Won Deals ÷ Total Number of SQLs) × 100
Benchmark:
Aim for a close-won rate of 20% to 30% of SQLs.
How to Improve:
- Leverage Customer Testimonials: Use case studies and testimonials to build trust and credibility during the final stages of the sales process.
- Enhance Proposal Quality: Ensure that proposals are well-crafted, clear, and tailored to the prospect’s specific needs.
- Implement Post-Demo Follow-Ups: Conduct immediate follow-ups after product demos or presentations to address concerns and keep momentum.
5. Close-Lost Rate
What It Is:
Close-lost deals are opportunities that did not result in a sale, offering insights into where the sales process fell short.
Why It’s Tracked:
Understanding why deals are lost helps identify areas for improvement in your sales strategy.
How to Calculate:
Close-Lost Rate = (Number of Close-Lost Deals ÷ Total Number of SQLs) × 100
Benchmark:
Keep the close-lost rate under 10% to 15% of SQLs.
How to Improve:
- Analyze Lost Deals: Regularly review why deals were lost and identify patterns.
- Adjust Sales Strategies: Implement changes based on insights gained from lost opportunities.
- Refine Negotiation Techniques: Train sales teams in advanced negotiation tactics to handle objections and close deals better.
SDR Outbound Activity
Outbound activity metrics are critical to understanding the effectiveness of an SDR’s efforts. These metrics not only track the volume of work but also provide insight into the quality and impact of outreach activities.
1. Email Deliverability Rate
What It Is:
This KPI tracks the percentage of emails that successfully reach the recipient’s inbox, ensuring that your messages aren’t caught by spam filters.
Why It’s Tracked:
A high deliverability rate is crucial for the success of your email campaigns, as it reflects the effectiveness of your email list management and sender reputation.
How to Calculate:
Email Deliverability Rate = (Number of Delivered Emails ÷ Total Number of Emails Sent) × 100
Benchmark:
Aim for an email deliverability rate of 95% or higher.
How to Improve:
- Clean Email Lists Regularly: Remove inactive or invalid email addresses to maintain a healthy list.
- Use Reputable ESPs: Ensure your email service provider is known for high deliverability standards.
- Monitor Sender Reputation: Keep track of your sender score and avoid practices that could lead to being flagged as spam.
2. Email Open Rate
What It Is:
This KPI measures the percentage of recipients who open your emails, reflecting the appeal of your subject lines and the timing of your sends.
Why It’s Tracked:
A higher open rate indicates that your subject lines and sending times are effectively capturing your audience’s attention.
How to Calculate:
Email Open Rate = (Number of Opened Emails ÷ Total Number of Emails Sent) × 100
Benchmark:
An ideal cold email open rate typically ranges between 15% and 25%.
How to Improve:
- Craft Compelling Subject Lines: Make your subject lines intriguing and relevant to increase opens.
- Optimize Send Times: Experiment with different times to find when your audience will most likely open emails.
- Personalize Emails: Tailor emails to individual recipients to boost engagement.
3. Email Response Rate
What It Is:
This KPI measures the percentage of recipients who reply to your emails, indicating how persuasive and relevant your messaging is.
Why It’s Tracked:
A higher response rate suggests that your content is engaging and that your call to action is clear and compelling.
How to Calculate:
Email Response Rate = (Number of Responses ÷ Total Number of Emails Sent) × 100
Benchmark:
Aim for an email response rate of 5% to 10%.
How to Improve:
- Include Clear CTAs: Make it easy for recipients to know what action to take.
- A/B Test Email Variations: Test different approaches to see what resonates best with your audience.
4. LinkedIn Connection Request Acceptance Rate
What It Is:
This KPI measures the success of your LinkedIn connection requests, reflecting your ability to target and engage prospects effectively.
Why It’s Tracked:
A high acceptance rate indicates effective personalization and relevance in your outreach, which is crucial for building a strong network.
How to Calculate:
LinkedIn Connection Request Acceptance Rate = (Number of Accepted Connections ÷ Total Number of Connection Requests) × 100
Benchmark:
A good LinkedIn connection request acceptance rate ranges between 30% and 40%.
How to Improve:
- Personalize Connection Requests: Customize your message to highlight common interests or mutual connections.
- Optimize LinkedIn Profiles: Ensure your profile clearly represents your value proposition and credibility.
- Engage with Prospects’ Content: Build rapport by interacting with your prospects’ posts before sending a connection request.
5. Average Number of Daily Dials
What It Is:
This is the total count of outbound calls an SDR makes, providing a baseline for activity levels.
Why It’s Tracked:
Tracking numbers dialed helps gauge the work ethic and persistence of SDRs, setting the stage for assessing call quality.
How to Calculate:
Number of Daily Dials = Number of Calls Per Month ÷ 30 Days
Benchmark:
Benchmarks vary but typically expect 50-100 dials per day depending on the industry and sales approach.
How to Improve:
- Set Daily Call Goals: Encourage consistent activity by setting daily call targets.
- Optimize Call Lists: Ensure your lists are targeted and up-to-date to increase the likelihood of connection.
- Use Dialer Technology: Implement auto-dialers to increase the number of calls made per hour.
6. Call Connection Rate
What It Is:
This KPI tracks the percentage of outbound calls that result in a live conversation with a potential lead.
Why It’s Tracked:
A higher call connection rate indicates effective call targeting and optimal dialing times.
How to Calculate:
Call Connection Rate = (Number of Connected Calls ÷ Total Number of Outbound Calls) × 100
Benchmark:
A strong call connection rate ranges from 15% to 25%.
How to Improve:
- Optimize Call Times: Identify and call during the times when prospects are most likely to answer.
- Enhance Call Lists: Use verified and segmented lists to increase connection chances.
- Refine Call Scripts: Ensure your opening lines are engaging to keep prospects on the line.
7. Prospect to Lead Ratio
What It Is:
This KPI measures the effectiveness of converting prospects into qualified leads through outreach activities.
Why It’s Tracked:
Tracking this ratio helps assess the quality of your prospect data and how well your prospecting efforts are turning potential leads into viable sales opportunities.
How to Calculate:
Prospect to Lead Ratio = (Number of Leads ÷ Total Number of Prospects Contacted) × 100
Benchmark:
A healthy prospect-to-lead ratio typically ranges between 10% and 15%.
How to Improve:
- Refine Prospecting Techniques: Focus on high-value targets who fit the ideal customer profile.
- Improve Messaging: Tailor messages to address specific pain points and interests of your prospects.
- Use Data-Driven Targeting: Leverage data analytics to identify leads with the highest conversion potential.
📶 Signal-driven prospecting — the use of buying intent data to target decision-makers in the purchasing process — has helped us double our clients’ SQL conversion rates. Learn more about how it works.
8. Booked Meeting Ratio
What It Is:
This KPI tracks the percentage of outreach efforts that result in scheduled meetings, reflecting an SDR’s success in engaging and converting prospects.
Why It’s Tracked:
The booked meeting ratio is crucial for understanding how effectively SDRs are moving prospects through the sales funnel.
How to Calculate:
Booked Meeting Ratio = (Number of Meetings Scheduled ÷ Total Number of Prospects Contacted) × 100
Benchmark:
A well-performing SDR should aim for a booked meeting ratio of 2% to 5%.
How to Improve:
- Enhance Outreach Scripts: Develop scripts that effectively engage prospects and highlight value propositions.
- Offer Flexible Scheduling Options: Provide multiple time slots to accommodate the prospect’s availability.
- Follow Up Diligently: Send reminders and follow-up messages to ensure meetings are confirmed and attended.
- Provide Unique Perks: Offering value up front in the form of a gift, complimentary analysis, or free trial can improve the likelihood of booking a meeting that sticks.
📆At Martal, we’ve helped our clients triple their number of booked appointments by offering Lunch and Learn meeting —- on us. Check out how it works here.
SDR Inbound Activity
Inbound activity metrics provide valuable insights into how effectively your SDRs are capitalizing on the leads generated by marketing efforts. Unlike outbound metrics, inbound metrics can fluctuate more due to varying levels of lead intent and quality from different sources. Understanding and tracking these key performance indicators is crucial for optimizing the conversion process, ensuring that valuable inbound leads are nurtured and converted into opportunities.
1. Lead Response Time
What It Is:
Lead response time measures how quickly an SDR follows up with inbound leads after initial contact or inquiry. Prompt follow-up can significantly improve lead engagement and conversion rates.
Why It’s Tracked:
Tracking lead response time helps ensure that SDRs are capitalizing on the peak interest of inbound leads, which can increase conversion rates.
How to Calculate:
Lead Response Time = Total Time Taken to Respond to All Inbound Leads ÷ Total Number of Inbound Leads
Benchmark:
Aim to respond within 5 minutes to maximize engagement and conversion opportunities.
How to Improve:
- Automate Initial Responses: Implement automated responses to acknowledge inbound leads immediately.
- Prioritize Lead Management: Ensure SDRs prioritize follow-ups based on lead scoring and urgency.
- Set Response Time Goals: Establish and track specific response time targets for SDRs.
2. Lead Qualification Rate
What It Is:
The lead qualification rate measures the percentage of inbound leads that meet your defined qualification criteria, indicating their potential to become customers.
Why It’s Tracked:
This metric helps assess the quality of inbound leads and the effectiveness of the SDR’s lead qualification process.
How to Calculate:
Lead Qualification Rate = (Number of Qualified Inbound Leads ÷ Total Number of Inbound Leads) × 100
Benchmark:
A healthy lead qualification rate typically ranges from 20% to 40%, depending on the industry.
How to Improve:
- Optimize Marketing Channels: Focus on the channels that attract high-quality leads by analyzing their performance and ROI.
- Improve Content Quality: Create targeted content that resonates with your ideal customer profile to attract more qualified leads.
- Refine Lead Nurturing: Implement personalized lead nurturing strategies that guide prospects toward qualification.
- Use Behavioral Analytics: Leverage insights from website and engagement analytics to identify and prioritize leads with higher conversion potential.
3. Inbound Conversion Rate
What It Is:
The inbound conversion rate measures the percentage of qualified inbound leads that take a desired action, such as booking a meeting or making a purchase.
Why It’s Tracked:
This metric is crucial for evaluating the effectiveness of SDRs in converting inbound leads into sales opportunities.
How to Calculate:
Inbound Conversion Rate = (Number of Converted Inbound Leads ÷ Total Number of Qualified Inbound Leads) × 100
Benchmark:
A good inbound conversion rate typically falls between 15% and 30%.
How to Improve:
- Enhance Content Strategy: Create high-quality content that attracts and engages your target audience.
- Boost SEO Efforts: Optimize your website and content for search engines to increase organic traffic.
- Leverage Social Media: Use social media platforms to drive more inbound leads through targeted campaigns.
- Align Sales and Marketing: Ensure consistent messaging and follow-up between marketing and SDRs to maintain lead momentum.
4. Website Conversion Rate
What It Is:
The website conversion rate measures the percentage of website visitors who take a desired action, such as filling out a form or signing up for a newsletter.
Why It’s Tracked:
This KPI indicates how well your website converts traffic into leads, providing insights into the effectiveness of your inbound marketing efforts.
How to Calculate:
Website Conversion Rate = (Number of Conversions ÷ Total Number of Website Visitors) × 100
Benchmark:
A strong website conversion rate typically ranges from 2% to 5%, depending on the industry.
How to Improve:
- Optimize Landing Pages: Ensure landing pages are clear, concise, and aligned with visitor intent.
- Use Clear CTAs: Implement prominent and persuasive calls-to-action throughout your website.
- Improve User Experience: Enhance website usability and navigation to encourage conversions.
How to Keep Your SDRs Happy
Ensuring the happiness of your SDRs is key to their job satisfaction and performance. When SDRs are content, they tend to be more motivated, engaged, and ultimately excel at their work, contributing to the success of your sales team.
Here are some strategies and practices that you can implement to create a positive and supportive environment for your SDRs, fostering their happiness and overall job satisfaction.
Promote a Positive Workplace
An inclusive workplace where SDRs feel supported and valued starts with outstanding leadership. Providing mental health resources and organizing regular team-building activities are also crucial for maintaining a balanced and healthy work environment. This approach helps you foster a sense of community and belonging, making the workplace a supportive space for your sales team.
Establish Clear Expectations
Setting clear, measurable goals for SDRs and offering ongoing, transparent feedback through regular performance reviews are fundamental. One way you can keep your SDRs happy is by having reasonable expectations that take into consideration their strengths, weaknesses, and sales expertise. Clarity in expectations and assessments is important for aligning SDRs with company goals and making them feel valued for their contributions.
Provide Support Through Collaboration
One of the best ways to support your in-house SDRs is by integrating an outsourced sales team that can enhance overall productivity and results. Collaborating with outsourced SDRs brings diverse expertise and can alleviate the workload, allowing in-house teams to focus on other core activities. Additionally, this strategy can help you optimize your sales processes and close more deals effectively.
Support Career Advancement Opportunities
For SDRs to feel motivated and remain loyal to your company, they need to see clear paths for career advancement. That comes in the form of relevant courses, workshops, and transparent promotion paths. Providing structured opportunities for progression and continuous learning makes SDRs feel invested in and connected to the company’s future — further enhancing their long-term contributions to the company’s success.p internal talent.
Support your SDRs with Sales Enablement
Sales enablement is the set of tools and content given to your sales team to help them sell smarter and sell more.
The most effective way to provide your SDRs with the appropriate tools and education is through sales enablement.
Adapting outbound best practices to meet prospects at any stage is vital in a sales enablement program. SDRs require the latest research, materials, and strategies to succeed.
Sales enablement provides various resources to help the sales team, which may include:
- Automated sequences
- Real-time reporting
- A Collection of successful templates
- Client case studies
- Prospect lists
Out of these sales enablement tools, prospect lists are the most resource-intensive to produce. Let’s take a look at where your SDRs can obtain stellar prospect data.
Where SDRs Can Source the Best Prospect Lists
Outsourced Research Teams
An outsourced sales team can play a crucial role in supporting SDRs to build detailed and effective prospect lists. These research teams provide a flexible and often cost-effective way to build lead lists — leveraging specialized tools to identify prospective buyers. This is an excellent option if you’re looking to gain access to high-quality data and flood your sales pipeline with qualified leads.
Databases and Platforms
SDRs can leverage databases and platforms like ReachStream to build precise, high-quality B2B prospect lists. These tools offer extensive profiles across various industries, allowing for targeted prospecting efforts with high data accuracy. Utilizing such resources, along with web scraping and outsourced research teams, can significantly enhance the effectiveness of lead generation by providing access to comprehensive and reliable data sources.For a more in-depth understanding of how to utilize ReachStream for building prospect lists, check out this tutorial.pproach often yields the best results, combining the freshness of scraped data with the depth and quality of a trusted database.
What’s Next?
As the architects of the sales pipeline, SDRs are instrumental in steering the company toward its revenue targets, contributing significantly to the financial vitality of the business. This article has traversed the landscape of SDR KPIs, illuminating the metrics that serve as the compass for navigating the complex sales environment. With these insights in hand, you’ll be better equipped to refine your strategies, empower your SDRs, and drive toward a future of robust sales and sustained growth.
FAQs About SDR KPIs
How do SDR KPIs work?
SDR KPIs (Key Performance Indicators) measure sales development team performance. They show how productive and successful SDRs are in generating new sales opportunities.
Which SDR KPIs are most popular?
SDR KPIs vary by organization and industry. Some of the most common and important ones include:
- Outreach Activity Stats
- Qualified Leads Generated
- Response Rate
- Meetings Booked
- Deals Closed
What reasons do sales organizations focus on SDR KPIs?
SDR KPIs are essential for measuring the performance of the sales development team. These metrics help organizations track the SDRs’ effectiveness in generating sales opportunities and align their objectives with broader business goals. KPIs also identify areas for improvement, optimize processes, and enhance workflow.
How can sales organizations improve their SDR KPIs?
To improve SDR KPIs, sales organizations should set clear goals, provide comprehensive training, optimize sales processes, foster collaboration, implement effective lead scoring, continuously analyze and provide feedback, leverage technology, and incentivize and recognize performance.
What do you need to remember about SDR KPIs?
The success of SDRs is gauged using metrics known as SDR KPIs (Sales Development Representative Key Performance Indicators). They are employed to monitor development, pinpoint areas in need of improvement, and make sure SDRs are accomplishing their objectives.
