Strategic Talent Transformation at Invoca (2023–2025)
Redesigning the complete SDR talent lifecycle—from hiring and onboarding to upskilling and mobility—to drive retention, productivity, and leadership readiness across the revenue organization.
The Sales Development Representative (SDR) organization faced critical challenges: 42% annual turnover, 9-month average tenure, and 90-day ramp times for Account Executives. SDRs viewed the role as a short-term stepping stone with unclear advancement paths, leading to disengagement. Only 8% of SDRs successfully promoted into Account Executive or Account Manager roles, while quota achievement sat at 62%.
Redesign the entire Sales talent lifecycle to create a sustainable, high-performing revenue organization. This required building clear career progression paths, competitive compensation structures, accelerated ramp programs, and formal mentorship systems—all while integrating Sales Operations into a unified Revenue Operations function.
Strategic initiatives implemented across team structure, compensation, career architecture, enablement, and mentorship
Clear pathways from SDR entry point to multiple specialized revenue roles
Shift from single-rate salary to structured hourly ranges with tiered progression (100% tenure increase)
Skill maturity progression across core competency domains
Formal mentorship structure accelerating career readiness and internal mobility
Within 18 months, SDR retention improved by 20 percentage points (42% → 22% turnover), average tenure doubled from 9 to 18 months, and internal promotions tripled (8% → 26%). Quota attainment increased 19 points to 81%, while AE ramp time decreased by 33%. The SDR Growth Partners Program launched successfully with 24 mentor-mentee pairings, driving a 16-point lift in employee engagement. Total impact: $1.2M annual savings through reduced turnover costs and accelerated revenue productivity.
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