The Payback of Optimizing Lead Generation

June 20, 2006

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The Payback of Optimizing Lead Generation

A dilemma faced by many senior executives is whether to put more money into sales or into marketing. Often, they feel it is better to hire more sales people to increase sales than investing more money into lead generation programs. Contrarily, my research shows that for the complex sale, it is far more effective to support proven sales people with good lead generation than hiring additional sales people. A new white paper by

Win rates are 7 percent higher

Number of sales representatives making quota is 9.3 percent higher

Conversion rate from leads to first calls is 16.5 percent higher

More than 10 percent decrease in ramp up time for new sales people

I expect there will be more research on this very important subject. You can

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