How much demand do you really generate each month to hit your revenue targets? It’s a question that vexes many B2B sales and marketing organisations - and the answer isn’t always “the more the better”.
That’s because the quality of demand that you generate is every bit as important as the quantity of that demand. In fact, in many respects, a focus on quality generates far better outcomes than a focus on quantity alone.
Excessive numbers of poorly qualified leads benefit no-one - they simply overwhelm the sales and marketing organisation’s ability to cope. And the responsibility for demand generation isn’t just down to marketing either - it’s reasonable to expect sales to play their part - particularly within targeted accounts.
So - what’s the optimal level of activity at each stage of your pipeline? Our revenue waterfall model could help you calculate the appropriate answer for your organisation - and highlight the potential for improvement.