How a company* could generate $750k more in closed won revenue with the same amount of leads and budget. How? By improving their high-intent conversion —> closed won conversion rate from 1% to 5% by focusing on the lead handoff process with sales. *Company = sample data for privacy reasons, so let’s paint a picture: ACV: $25k • # of leads (high-intent submissions): 1k • timeframe: 6 months • avg. sale cycle: 60 days • (before) lead —> closed won %: 2% • (after) lead —> closed won %: 5% • (before) closed won: 20 / $500,000 • (after) closed won: 50 / $1,250,000 (𝘕𝘰𝘵𝘦: 𝘵𝘩𝘪𝘴 𝘪𝘴 𝘫𝘶𝘴𝘵 𝘴𝘢𝘮𝘱𝘭𝘦 𝘥𝘢𝘵𝘢 𝘧𝘰𝘳 𝘵𝘩𝘪𝘴 𝘱𝘰𝘴𝘵, 𝘐 𝘩𝘪𝘨𝘩𝘭𝘺 𝘳𝘦𝘤𝘰𝘮𝘮𝘦𝘯𝘥 𝘤𝘳𝘶𝘯𝘤𝘩𝘪𝘯𝘨 𝘵𝘩𝘦 𝘯𝘶𝘮𝘣𝘦𝘳𝘴 𝘧𝘰𝘳 𝘺𝘰𝘶𝘳 𝘤𝘰𝘮𝘱𝘢𝘯𝘺 𝘵𝘰 𝘱𝘶𝘵 𝘪𝘵 𝘪𝘯𝘵𝘰 𝘱𝘦𝘳𝘴𝘱𝘦𝘤𝘵𝘪𝘷𝘦.) If you’re looking for low-hanging fruit to hit revenue plans, doubling down and optimizing the lead handoff process from marketing to sales and then down the entire sales process is it. Moving this conversion rate (where everything else remains consistent, quality, volume, ACV, budget, etc.) can have a massive impact. 𝗧𝗵𝗶𝘀 𝗮𝗹𝘀𝗼 𝗵𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀 𝗼𝗻𝗲 𝗼𝗳 𝗺𝘆 𝗳𝗮𝘃𝗼𝗿𝗶𝘁𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗽𝗹𝗮𝗻𝗻𝗶𝗻𝗴 𝘁𝗶𝗽𝘀: 𝗰𝗵𝗼𝗼𝘀𝗲 𝗼𝗻𝗲 𝘀𝗮𝗹𝗲𝘀 𝗲𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆 𝗺𝗲𝘁𝗿𝗶𝗰 𝘁𝗼 𝗶𝗺𝗽𝗿𝗼𝘃𝗲 𝗮𝗻𝗱 𝗿𝗮𝗹𝗹𝘆 𝘁𝗵𝗲 𝘁𝗲𝗮𝗺 𝗮𝗿𝗼𝘂𝗻𝗱 𝗶𝘁. So how do you improve it, and what should you look for? Here’s a sample (as I know I’ll be battling LI character limits) that’s far from exhaustive but gives you a small taste: 1. Document your performance QoQ to look for performance shifts for: • High-intent submission -> meeting booked % • Meeting booked -> attended % • High-intent -> qualified opp % (deal stage with a 6-month win rate of 25% or greater) • High-intent -> closed won % • Pipeline Velocity + the inputs (win rate, ACV, sales cycle) 2. Consider an automated meeting scheduling tool if you don’t already have one 3. Evaluate how your round-robin is firing 4. Assign a dedicated, centralized sales team member for high-intent follow-ups (vs. an even split across the team - dig into high-intent —> cw % by SDR/rep to spot significant changes) 5. Track disqualification trends 6. Conduct a comprehensive win-loss analysis for trends to fix. For example, if you see a pricing trend, we recommend evaluating your pricing and packaging offer. Or, maybe you see a trend in a lack of product features prospects are requesting. This would signal a need to partner closer with product to prioritize roadmap plans. 7. Qualitative analysis on sales follow-ups (I know this may ruffle some feathers, but look into the outreaches to help coach on improvements with the sales leadership team) The fastest revenue to close is what you already have in the pipeline, not net new leads, which is what companies often scramble for when greater performance is needed quickly.
[](<https://s3-us-west-2.amazonaws.com/secure.notion-static.com/7f74c9d4-276a-4e69-b9b0-9eb9413ad228/1689773159910>)
To view or add a comment, sign in