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Dividing one's time among several lead generation channels without a specific strategy almost invariably leads to favoring the most comfortable channel, often at the expense of channels that are more demanding but potentially more effective.
Why Spontaneous Distribution Always Favors the Same Channel
Without a set structure, most salespeople naturally turn to email, which is perceived as less stressful thanmaking a phone call. This natural tendency, if not addressed through a deliberate allocation of tasks, deprives the sales team of the specific benefits that each channel can offer.
Reserve specific time slots for each channel
An effective approach is to set aside specific time slots for each channel, rather than handling prospecting tasks on an ad hoc basis depending on how you feel at the moment. For example, setting aside the early morning for phone calls—which are known to be more effective at that time of day—naturally structures how you allocate your time without requiring constant willpower.
Adjust the allocation based on the target audience's profile
The amount of time to devote to each channel depends directly on the profile of the target prospects. A target audience that is highly active on LinkedIn warrants spending more time on that channel, while a more traditional target audience will respond better to a standard phone call or email.
Include time for follow-up and reminders
Time allocation should not be limited to the initial outreach. The time spent following up on and maintaining conversations that have already begun must be explicitly included in the schedule; otherwise, that time will be eroded by the pressure to constantly generate new leads.
Measure the actual time spent by channel
Many sales teams have only a rough idea of how they allocate their time, without actually measuring it. Accurately tracking the time actually spent on each channel—even during a trial period of just a few weeks—often reveals significant discrepancies between the perceived allocation and the actual allocation.
Adjust the allocation based on the results obtained
Once this measurement is completed, it becomes possible to adjust time allocation based on each channel’s actual performance, rather than on purely subjective preferences. A channel that generates proportionally more appointments relative to the time invested generally deserves a larger share of the sales schedule.
Key Takeaways
Allocating time among different lead generation channels requires a deliberate approach that counterbalances the natural tendency to favor the most comfortable channel, based on regular measurement of each channel’s actual performance rather than mere impression.
