The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million

by Mark Roberge

In this example, 50,000 sales leads are analyzed. Some of those leads were called only once (I wasn't pleased to see this). Some of them were called 12 times. Obviously, if you call a lead more frequently, you are more likely to get someone on the phone. However, it costs you more organizational time to do so. Therefore, what is the right balance between calling more frequently and managing the time invested per lead? The y-axis attempts to answer this question. The y-axis plots the profitability of calling a lead the number of times denoted on the x-axis. Whichever call attempt volume yields the highest profitability is the ideal per-lead call volume we are looking for. In this example, Figure 12.2 illustrates that the optimal number of times to call a small business lead is five. For mid-market leads, the optimal number of call attempts is eight. For enterprise companies, the optimal number of call attempts is twelve.