As practice shows, branded traffic and organics bring higher quality leads. Pay attention to the acquisition channels while others bring less.
So, if each employee processes a specific channel, you need to take into account that the indicators for everyone will be different.
To bring department metrics into line with overall statistics, let employees accept applications from all platforms and determine optimal benchmarks for each.
Don’t forget about customer LTV and LT
We recommend paying attention to 2 important indicators:
LTV is a metric that reflects the total amount of money a customer brings to a business throughout the entire period of their interaction.
And LT is a metric that shows how often and for how long a customer buys your product.
These are important to consider when motivating employees from initial sales, as they see a direct connection between their actions and the long-term success of the company.
So, one employee can make more look at your site from the customer’s point of view sales than the second, but his clients will stay for 1-2 months and then leave. Accordingly, he will have a low LTV.
What could be the reasons?
This is all because the same service description can be presented in different ways.
Let’s look at an example of selling a contextual advertising service.
A company that is implementing AI assistants has requested a media plan calculation. But it is not so easy to make one for this area. We will tell you why below.
As a result of the calculation, it was predicted that 10 leads would be attracted.
The first employee promised to complete the task with a 100% guarantee, sign a contract under the KPI and wait for the result after the 3rd month.
The second one said that his agency has no experience in analyzing this niche, they have not given such advertising yet, so there may be risks. Plus, the product may not be competitive and without a clearly formed value. But according to MP’s calculations, 10 leads are expected, so they will strive for this result.
Thus, LTV can be completely different in the first and second cases.
Example of a pivot table with LTV and LT:
Image taken from the author’s archive
In B2B, it is especially important to take this metric into account so that your employees are motivated to build long-term relationships with customers.
How to motivate employees
Every sales manager has their taiwan data own values. As experience shows, these are usually:
- Freedom – allows you to be creative, make independent decisions and adapt to customer needs.
- Money – reflects the results of their work and achievements.
- Recognition – validates achievements and efforts.
- Loyalty – creates an atmosphere of trust and support within the team and the company.
- An active life position promotes initiative and helps find different approaches to solving problems.
This raises the question: how to build a motivation system to take into account all these values?
In fact, it differs from niche to niche. But, as a rule, a good motivation system consists of:
- salary – 20-40% of the desired income.
- KPI — 5–10%. It can be reviewed every six months to determine whether the indicators are relevant at the current moment.
- OKR — 5–10%. This is an indicator of the achievement of personal goals, aimed at improving the manager’s qualifications.
- the remaining 40-70% for sales. May include other various incentives, such as corporate events.
These components work best together, so we recommend sticking to them to improve productivity and employee satisfaction.