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Setting clear lead generation goals is the starting point for any serious sales strategy. Without specific goals, it becomes impossible to measure the actual performance of the initiative or to determine whether the efforts being made are producing the expected results.
Start with the overall business objectives
Lead generation goals should never be set in isolation, but should stem directly from the company’s overall business objectives. If the overall goal is to reach a certain revenue target for the quarter, it becomes possible to calculate the number of appointments needed, and then the number of prospects to contact in order to generate those appointments.
Distinguish between operational objectives and performance objectives
An effective lead generation strategy combines two types of goals. Activity goals measure the effort expended, such as the number of calls made or emails sent. Outcome goals measure the actual impact, such as the number of appointments secured or qualified leads. Focusing solely on activity goals without tracking results obscures issues with the quality of execution.
Set realistic goals rather than goals that are ambitious in an absolute sense
A goal that is too ambitious—and out of step with the resources and time actually available—quickly discourages sales teams once it becomes clear that it won't be achieved. It's better to set a goal that's slightly lower than what seems theoretically possible, and then adjust it upward once the initial results are confirmed in the field.
Segment Objectives by Channel
An effective lead generation strategy sets different goals for each channel, since cold email, phone calls, and LinkedIn yield different conversion rates. Applying the same goal to channels with distinct dynamics skews the analysis of each channel’s actual performance.
Regularly review the goals that have been set
Sales targets should not remain fixed over a long period without being reviewed. Regular follow-ups help determine whether the initial targets remain relevant or whether they need to be revised in light of market changes, seasonal trends, or lessons learned from the first few weeks of sales efforts.
Aligning Individual and Team Goals
Finally, a solid strategy distinguishes each sales representative’s individual goals from the team’s collective goals. This distinction allows for the recognition of both personal performance and contributions to a shared goal, which generally fosters greater team cohesion than a purely individualistic and competitive approach.
Key Takeaways
Setting relevant sales prospecting goals requires starting with the company’s overall business objectives, distinguishing between effort and results, and being willing to regularly adjust these goals as on-the-ground realities confirm or contradict the initial assumptions.
