2018 Sales Planning & Budgeting: Don’t Lose Sight of Quality Over Quantity
We recently surveyed nearly 800 sales managers and reps to better understand what they need to succeed in 2018. One of the top needs for creating more demand is better to lead quality.
When it comes to leads, Marketers are conditioned to believe that more is better. However, this is not productive if leads don’t result in opportunities that are worthwhile for your salespeople to pursue and capable of winning.
As you begin planning for 2018, take a look back at your “Total Addressable Market” (TAM) and “Ideal Customer Profile” (ICP), and ask yourself if and how these are changing. Examine your most significant wins and losses to determine who really is an ideal customer and who is not, and identify the factors that make them ideal. Use this insight to re-calibrate what you really need from your marketing team. This will help them to focus their time and resources more effectively for you.
Additionally, look at your revenue mix, average deal size and win rates to determine more precisely how many opportunities you need marketing to contribute and the size of those opportunities to achieve your goals. This will help everyone get better aligned, and more realistically identify the budget and resources necessary for your marketing team to execute on the plan.