To create a plan, we must take into account, or determine, some parameters that will help us put on the table questions that must be answered before putting together a plan.
One of the key components is defining goals : Before implementing any demand generation plan, we establish quantitative sales objectives that must be in line and consistent with corporate strategic objectives.
On the other hand, the queries and leads to be generated must be taken into account : The objectives during the first stages of the program should be based mainly on activities (for example, events, Google Ads campaigns, etc.). When it is first developed, we can consider as a parameter the number of potential clients that we can serve with the sales team we have. My recommendation is to define objectives based on experience, and then iterate and test until you find a realistic and achievable objective .
Since IT sales cycles are long, it may be that the objectives are kuwait consumer email list not achieved in the first turn of the plan. So, don't despair. Some numbers to estimate in order to build the plan are: Consultations and leads required per time period; consultations and leads needed for each salesperson and consultations and leads that each salesperson can manage.
This information is the basis for developing the demand generation plan and budget. While these numbers are desirable or conditional, we must not fail to link the company's commercial objectives with its economic objectives.
Once you have an idea of what the bases of that plan are, what comes into play?
The first thing to consider is the sales objective . If we have already estimated the effort to generate the number of leads to be achieved, we will have to concentrate on the billing objectives and consider: Income goal per year and per quarter, sales team, sales quotas, value of the sales pipeline income, precision of the sales channel: real value of the transaction and real sales conversion rate.
Another point is the return on investment : It is important to estimate the return on investment of the demand generation plan. This shows us the dimension of the economic effort in relation to the income that we are going to generate with the execution of the plan. Determining the ROI is not easy, but it is necessary to measure it to justify the investment in the plan. In small IT companies, calculating the cost of generating a lead and relating it to the income that this new client generates for the company in its life cycle, allows us to visualize how much it is worth to execute the plan.
It is also important to understand the cost per lead : If we can cost each marketing activity, we can also estimate the cost of acquiring a lead and also the marketing cost of each closed sale. Another indicator that will give us precision is the conversion rate between leads and sales.
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