Setting your lead generation targets: a strategic approach
Setting hard-and-fast targets for B2B lead generation is more beneficial than an undefined goal of "as many as we can get." Precision in your lead targets allows for a clear strategic approach, improving decision-making for budgeting and marketing efforts. It encourages a focus on nurturing and converting leads effectively, rather than simply generating more.
Calculating your lead generation goal: step-by-step
1. Define sales goals and lead types
Set clear, measurable sales goals for a specified time period, say, a quarter or a year. Find out what makes a lead a Marketing Qualified Lead (MQL) or a Sales Qualified Lead (SQL) for your business. Not sure where to start? Read our guide on how to qualify your leads.
Make sure your sales and marketing teams agree on what these terms mean.
Example: Company X sets a quarterly sales goal of € 1 million. They define an MQL as a lead who've shown interest in their marketing efforts and an SQL as a lead who is ready for a direct sales pitch. They aim for 100 SQLs per month, acknowledging that not every MQL becomes an SQL.