Unlocking Sales Success: Why Lead Maximization ≠ Deal Maximization

Name: Unlocking Sales Success: Why Lead Maximization ≠ Deal Maximization
Uploaded: 2023-10-30T10:53:33+00:00
Duration: 53 s
Channel: Jason M. Lemkin
Description: With a $500,000 budget per channel, the cheapest way to generate leads is Facebook, but if you're optimizing for meetings instead, trade shows become the…

30 Oct 2023 · 1 min

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With a $500,000 budget per channel, the cheapest way to generate leads is Facebook, but if you're optimizing for meetings instead, trade shows become the priority. The channel mix changes again when you measure by opportunities or deals, showing that lead volume and deal quality require different strategies.

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Every channel maxes out at $500,000, you can't spend anymore. If you want to maximize for leads, you're going to go for Facebook, which is the cheapest. Let's say you throw in some Google and then you cap it off with some trade shows and that gets you the most amount of leads that you're going to go for. If you have good cost metrics that look at down-funnel statistics, you're going to pivot and do a different mix starting out with trade shows as they're the cheapest per meeting, look, maybe moving into Google and then rounding out with Facebook. There wasn't space to put an additional chart here, but if you have quantified your opportunity level costs, you're gonna do an even different mix and you're gonna max out trade shows and then field events and figure out between Google and Facebook what you want to spend on. When you take a look at all of these different maximisation points, whether it's leads or meetings or opportunities, and assuming that the win rate is more or less the same for all of these channels,