A Custom Salesforce SDR Object That Delivered 96% SLA Compliance and 4-Hour Handoffs
An eight-person SDR team tracked outreach in spreadsheets and the standard Task object, so leadership had no view of what drove meetings and handoffs to AEs were often dropped. SiyaSphere built a custom SDR Touchpoint object in Salesforce, automated by Flow from Outreach activity, with SLA-based reassignment and mandatory disposition codes. SLA compliance reached 96%, AE handoffs dropped from 2 days to under 4 hours, and lead-to-meeting conversion rose 22%.
- First-touch SLA compliance
- 96%
- First-touch SLA compliance
- SDR-to-AE handoff (from 2 days)
- <4 hrs
- SDR-to-AE handoff (from 2 days)
- Lead-to-meeting conversion
- +22%
- Lead-to-meeting conversion
The challenge
- SDR activity was logged across spreadsheets and the standard Task object, which couldn't capture multi-channel cadence data.
- Leadership couldn't see which touchpoints drove meetings, and AE handoffs were inconsistent or dropped.
- There was no enforced follow-up SLA, and weekly reporting took 5+ hours of manual work.
What we built
- 1
Custom SDR Touchpoint object
Designed a custom object related to Lead, Contact, and Opportunity, capturing sequence step, channel (call, email, LinkedIn), disposition code, and next-action date.
- 2
Flow automation from Outreach
Auto-created touchpoint records from Outreach activity syncs and advanced lead status once engagement thresholds were met.
- 3
SLA-based reassignment
Reassigned leads automatically when they went untouched past the defined follow-up window.
- 4
Data discipline and reporting
Enforced mandatory disposition codes with validation rules, and built a custom report type and dashboard for real-time handoff visibility.
Results
- SDR activity visibility went from 0% to 100% in real time in Salesforce
- Lead-to-meeting conversion improved 22%
- SDR-to-AE handoff time cut from 2 days to under 4 hours
- 96% SLA compliance on first-touch follow-up
- 5+ hours/week of manual reporting eliminated
Key takeaway
Standard Salesforce objects weren't built for multi-channel SDR cadences. A purpose-built object with automated capture gives managers real visibility without adding admin work for reps.