Cost Per Lead Metrics Exposed — An Insider’s Look at Sales Development
In the Sales Development department of most businesses, there is one number that dominates all others by an order of magnitude– the number of meetings set (usually measured per month)– and the price of lead attached.
This is the number that most Sales Development Representative (SDR) quotas are set to. This is the outcome virtually all sales development managers (and their bosses, the Chief Revenue Officer / VP of Sales; the Chief Marketing Officer) focus on. It is the yardstick which determines the success or failure of any SDR. All else comes in a distant second… Stuff that is mere details on the bigger theme of generating meetings (and the price per lead associated with doing so– it all comes back to the atomic Cost Per Lead number).
Until now.
This will be controversial because we’re taking a thorough look at costs (obvious and hidden) that comprise cost per meeting, as set by SDRs. Of note: these job functions are also interchangeably referred to as Business Development Representatives, Account Development Representatives, Inside Sales Representatives, or Market Development Representatives (BDRs, ADRs, ISRs, or MDRs).
Sales Development Background
Building an inside sales organization is not for the faint of heart. And yet there is a dramatic increase in the number of Sales Development Reps being hired (57,000+ vacancies as of this writing). The popularity of this go-to-market role and SDR Teams being built, worldwide, across B2B businesses is undeniable over the last half-decade…
