Question

Topic: E-Marketing

How To Set Revenue Targets For Lead Generators?

Posted by Anonymous on 7/12/2005 at 8:02 AM ET 50 Points
We are a niche software services firm.

As part of our expansion of sales & marketing organization, we are adding direct marketing executives , who would be responsible for creating/maintaining prospect databses, run campaigns (e-mail/phone) etc as well as coordinate web campaigns ( Payper click etc).

Once they are qualify a lead, the lead would be taken over by Business Development.

To ensure effective returns on this direct marketing investment as well as to sync them well with the sales force, we would like to set a revenue target for these in-house direct marketers.

Any ideas on how to set revenue targets for direct marketers ( even though they are involved only in the initial stages of the prospecting & sales process)?

I had come across this report, which states the average quota per sales person in software services to be between $1-$3Mn.

https://www.culpepper.com/eBulletin/...tionArticle.asp

Look forward to hearing your thoughts.

Best Regards
Nand Kishore
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RESPONSES

  • Posted on 7/12/2005 at 8:49 AM Accepted
    Nand - the link doesn't work, please copy and re-insert the full URL
    Thanks,
    SA Bookworm
  • Posted by michael on 7/12/2005 at 6:36 PM Accepted
    Nand,

    Work backwards on this one using your experience. If your outside sales people have a $3million quota and it takes 100 qualified leads to accomplish that (regardless of the closing ratio) then assing a $30,000 value to each of those 100 leads.

    Your inside sales people should be encouraged to break that down into prospecting figures. If it takes 100 calls to generate 1 qualified lead they need to think of each call..regardless of the success as generating $300.

    If one person can't make 100 calls per week then you probably have to break up the numbers a little.

    Micheal
  • Posted by telemoxie on 7/13/2005 at 8:24 AM Accepted
    Another question you might ask is, "Should you set revenue targets for lead generators?"

    It sounds to me as though these folk are trying to get things rolling, but it will be up to your business development folk and your sales team to generate revenue. The amount of revenue generated is not under the control of the "lead generators".
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