Your team has been making a considerable effort while connecting prospects with your salespeople. But is it doing enough? And, on what metrics or parameters are you measuring its effectiveness?
Of course, you can see the team working hard to bring prospects to the door. However, if you haven’t had tangible outcomes for a while, one of the many things you should do is revisit the evaluation metrics! While enabling you to calculate the effectiveness of your team’s efforts, it will also help you examine the usefulness of various activities like follow-ups, lead engagement choices, etc.
To help you out with it, as a B2B appointment setting services provider, we’ve identified eight crucial parameters. These metrics will help you gauge how effectively your appointment setting team has been working, point out pain areas, and figure out improvements.
How to Assess B2B Appointment Setting Effectiveness – 8 Key Metrics
Don’t wonder why your campaign isn’t working. Measure it across the right parameters to chart the right course of action.
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Appointment-to-Demo Rate
This is the rate that helps calculate the percentage of appointments that lead to a product confirmation or presentation. Essentially, it helps you measure how effective your campaign is when it comes to graduating prospects to the next level of engagement that involves educating them about your offerings.
To calculate it, divide the number of appointments leading to a demo or presentation by the total number of appointments and multiply it by 100. For example, if you’ve had meetings with 150 people and only 80 progressed to the next stage, the appointment-to-demo rate will be approximately 53 percent.
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Appointment Show-Up Rate
It helps measure the percentage of scheduled appointments where the prospect turned up for the meeting. It signifies three things – lead quality, your qualification process, and how effectively your team followed up with the prospect.
Measuring it involves simple math, dividing the number of appointments that attended by the total number of scheduled appointments and multiplying it by 100. For example, if the number of appointments scheduled was 180 and those attended was 60, the show-up rate comes to 33 percent.
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Time-to-Appointment
This is the total time an appointment setting team member takes from lead generation to scheduling an appointment. Given the competition and the potential lead leaks that may happen in the journey from lead-prospect-customer journey, you should have an as short time-to-appointment as possible.
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Quality Leads
While it isn’t as challenging to generate leads, what puts your team’s abilities to the test is generating quality leads. It indicates the success of your appointment setting efforts in identifying and engaging with B2B leads that meet your target criterion.
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Lead-to-Opportunity Conversion Rate
This is the percentage of leads that qualify as opportunities for your sales. It denotes the efficiency and effectiveness of your lead qualification process and the coordination between your sales and marketing team.
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Sales Pipeline Progression
From the initial contact to closing the deal, sales pipeline progression forms a crucial parameter in determining how well your B2B appointment setting team is working towards moving people from being prospects to customers.
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Conversion Rate
This one is pretty obvious and it is the outcome towards which every company works. It helps measure the percentage of leads that resulted in a sale. It is a critical and decisive metric as it signifies the actual value your efforts are culminating in. To measure it, divide the number of appointments converted by the total number of appointments and multiply it by 100. Thus, if you could convert 10 appointments out of 100 in a sale, the rate comes to 10 percent.
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Revenue Driven
Sale is the ultimate goal of every lead generation campaign. It leads to revenue that contributes to a company’s profits. Thus, you should also calculate the revenue you’ve driven through your B2B appointment setting efforts. It measures the value and ROI you derive by converting appointments into sales.
Make every appointment setting effort count with DemandFluence, an experienced B2B appointment setting services provider in India. Our targeted appointment setting strategies, organized workflows, and the right metrics help you drive optimal value from your campaign. We have a proven track record that speaks for our credibility and success.
So, don’t continue struggling. You aren’t alone. DemandFluence is here to help you script success for your business. Email us at hi@demandfluence.com to learn more about our appointment setting services.
