You can't just pivot data, you need to unpivot it first. Check this:
DECLARE @tmp TABLE (ProductType NVARCHAR(30), YTD_SPD DECIMAL(20,8), Var_SPD DECIMAL(20,8), Per_SPD DECIMAL(20,8))
INSERT INTO @tmp (ProductType, YTD_SPD, Var_SPD, Per_SPD)
VALUES('OutboundNON DOC', 2448.029903, 244.0843848, 11.07488288),
('InboundNON DOC', 364.819701, 68.18525457, 22.98629016)
SELECT ColName, ProductType, Data
FROM (
SELECT *
FROM @tmp
) AS pvt1
UNPIVOT(Data FOR ColName IN (YTD_SPD, Var_SPD, Per_SPD)) AS unpvt
See MSDN documentation:
Using PIVOT and UNPIVOT | Microsoft Docs[
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