Unlocking Revenue: Why Focusing on Generating Meetings Drives Success

Name: Unlocking Revenue: Why Focusing on Generating Meetings Drives Success
Uploaded: 2023-11-27T17:07:02+00:00
Duration: 38 s
Channel: Jason M. Lemkin
Description: Sales incentives should match your growth stage. When you're constrained at the top of the funnel, reward SDRs for meeting volume. As your pipeline…

27 Nov 2023 · 1 min

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Sales incentives should match your growth stage. When you're constrained at the top of the funnel, reward SDRs for meeting volume. As your pipeline matures, shift to revenue-based incentives. The speaker learned this at Brex and saw it work across portfolio companies.

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I think, you know, maybe referencing back to the beginning of this slide where if you are very top of funnel constrained, you actually do want more meetings and you're not hyperfocused on the quality or conversion rates of those meetings, it actually may make sense to incentivize SDRs, top of the funnel folks on generating meetings because that's the outcome that you want. As companies mature, the experience that I had at Brex and the experience that I'm having in some portfolio companies is that if you incentivize revenue, Um, which is sort of, uh, meetings that ultimately convert to being customers. The result is more revenue. Um, more times than not.