A short YouTube talk (by Jason M. Lemkin) arguing that when companies are top-of-funnel constrained they should incentivize SDRs on generating meetings rather than immediate conversion metrics. The speaker draws on experience at Brex and portfolio companies to claim that incentivizing meeting generation tends to increase revenue as companies mature.
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 hyper focused on the quality or conversion rates of those meetings, it actually may make sense to incentivize SDR's 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, which is sort of meetings that ultimately convert to being customers, the result is more revenue more times than not.
