Show rate is the share of booked meetings that actually happen. It is the qualified meetings a rep books that the prospect actually attends, divided by all the meetings booked. If you book ten meetings and eight show up, your show rate is 80%. It is the SDR's follow-through metric, and it is the gap between activity on paper and revenue reality, because a meeting that does not happen cannot close.
In plain English
Show rate is "how many of the meetings you set actually happened." It measures follow-through — not how many calls you made, but how many conversations you converted into a real sit-down. It is the difference between being busy and being effective.
How it's actually used
"Book it, confirm it, and confirm it again" is the SDR rule of thumb. A rep sends a calendar invite, confirms the day before, and re-confirms the morning of — because a no-show burns an account executive's calendar slot. Teams watch show rate because it forecasts the pipeline the AE can actually work, and it feeds how much OTE the reps can realistically earn.
Why it matters to you
A high show rate is a hiring signal: it proves you can manage people, follow through, and not leave your team hanging. A low one quietly kills your reputation even if your activity is high. If you make only one habit, make it this — confirm every meeting, twice.