Sales Transformation #580 S2 Episode 449 - TRACTION, NOT CONVERSION: The Problem With Appointment-Based Metrics
IT’S NOT ALWAYS JUST ABOUT THE APPOINTMENTS!
Knowing your numbers is a good thing, but changing your directions every day based on your current appointment stats is not the way to go. In this episode, Kevin is back to discuss the problem with sticking with appointment metrics, and he points out that we should be looking at our performance from a market research standpoint where appointments are considered traction and not conversion. Find out more in this latest episode of Sales Transformation.
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TRANSFORMING MOMENTS
KEVIN: STOP CHANGING DIRECTIONS EVERY DAY
“If you're changing directions every day, how do you do anything consistently? Again, marketing figured it out. We just got to click over into the sales side and realize, hey, email, phone, and LinkedIn, that's structured communication channels that are getting impressions in your people all have the same structure. Why aren't we evaluating it the same way?”
KEVIN: APPOINTMENT METRIC VS MARKET RESEARCH STANDPOINT
“No matter if you're a brand new tech startup or a well-funded unicorn, the KPI on meeting set is the exact same conversion rate, and now you're sitting there thinking, ‘hey, you've never done outbound, you don't really know your go-to-market messaging, why do you think that's going to be the appointment metric?’, like you should be looking at this from, a market research standpoint with any meeting booked is a positive sign of traction in your market.”
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Kevin Warner | Leadium | Leadium.com
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