Article
Calculate, Don't Guess, How Many Accounts to Target in Account ...
winningbydesign.com
Quoted on this wiki
Every place a page here uses this source, in the order the words come in it.
Don’t use industry averages when determining how many accounts each rep should target as part of an account-based prospecting approach. “Perform two calculations:” Sales model: How many accounts do you need to hit your target?
Instead, look at the particulars of your business and calculate what number makes sense for you. Perform two calculations: “Sales model: How many accounts do you need to hit your target?” Capacity model: How many accounts can one rep handle?
Sales model: How many accounts do you need to hit your target? “Capacity model: How many accounts can one rep handle?” For each of these calculations, there are trade-offs you need to consider. For example, how wide or how deep to prospect into an account. Once you understand the (simple) formulas, you can make the right trade-offs for your business. Calculate how many accounts to target based on your sales targets (top-down)
Capacity model: How many accounts can one rep handle? “For each of these calculations, there are trade-offs you need to consider.” Calculate how many accounts to target based on your sales targets (top-down)
Don’t use industry averages when determining how many accounts each rep should target as part of an account-based prospecting approach. “Instead, look at the particulars of your business and calculate what number makes sense for you.” Sales model: How many accounts do you need to hit your target?
“Don’t use industry averages when determining how many accounts each rep should target as part of an account-based prospecting approach.” Instead, look at the particulars of your business and calculate what number makes sense for you. Perform two calculations:
Don’t use industry averages when determining how many accounts each rep should target as part of an account-based prospecting approach. “Perform two calculations:” Sales model: How many accounts do you need to hit your target?
Instead, look at the particulars of your business and calculate what number makes sense for you. Perform two calculations: “Sales model: How many accounts do you need to hit your target?” Capacity model: How many accounts can one rep handle?
Sales model: How many accounts do you need to hit your target? “Capacity model: How many accounts can one rep handle?” For each of these calculations, there are trade-offs you need to consider. For example, how wide or how deep to prospect into an account. Once you understand the (simple) formulas, you can make the right trade-offs for your business. Calculate how many accounts to target based on your sales targets (top-down)
“Don’t use industry averages when determining how many accounts each rep should target as part of an account-based prospecting approach.” Instead, look at the particulars of your business and calculate what number makes sense for you. Perform two calculations:
If we stick to the 2.5% number — then a rep must start with a cold list of 1,212 accounts a year (or 101 per month) to create those 30 SQLs. You can probably achieve the same conversion rate by touching 606 accounts twice a year as you can from touching 1,212 accounts once every 12 months, which can be useful especially if your (initial) target market is (too) small to support all your reps. “In between the accounts can be nurtured by marketing.” See below some examples of SDRs completing two full cadences against a target account list during the year, with some nurturing in between by marketing, either via email (if the prospects have opted in), or via Facebook Custom Audiences (if they haven’t opted in). More about this strategy in a future blog. The SDR cadences are represented by the black boxes. 11×21 stands for 11 touches over 21 days. The blue boxes are nurture steps that marketing is responsible for.
Don’t use industry averages when determining how many accounts each rep should target as part of an account-based prospecting approach. “Perform two calculations:” Sales model: How many accounts do you need to hit your target?
Instead, look at the particulars of your business and calculate what number makes sense for you. Perform two calculations: “Sales model: How many accounts do you need to hit your target?” Capacity model: How many accounts can one rep handle?
Sales model: How many accounts do you need to hit your target? “Capacity model: How many accounts can one rep handle?” For each of these calculations, there are trade-offs you need to consider. For example, how wide or how deep to prospect into an account. Once you understand the (simple) formulas, you can make the right trade-offs for your business. Calculate how many accounts to target based on your sales targets (top-down)
Capacity model: How many accounts can one rep handle? “For each of these calculations, there are trade-offs you need to consider.” Calculate how many accounts to target based on your sales targets (top-down)
Don’t use industry averages when determining how many accounts each rep should target as part of an account-based prospecting approach. “Instead, look at the particulars of your business and calculate what number makes sense for you.” Sales model: How many accounts do you need to hit your target?
“Don’t use industry averages when determining how many accounts each rep should target as part of an account-based prospecting approach.” Instead, look at the particulars of your business and calculate what number makes sense for you. Perform two calculations:
Don’t use industry averages when determining how many accounts each rep should target as part of an account-based prospecting approach. “Perform two calculations:” Sales model: How many accounts do you need to hit your target?
Instead, look at the particulars of your business and calculate what number makes sense for you. Perform two calculations: “Sales model: How many accounts do you need to hit your target?” Capacity model: How many accounts can one rep handle?
Sales model: How many accounts do you need to hit your target? “Capacity model: How many accounts can one rep handle?” For each of these calculations, there are trade-offs you need to consider. For example, how wide or how deep to prospect into an account. Once you understand the (simple) formulas, you can make the right trade-offs for your business. Calculate how many accounts to target based on your sales targets (top-down)
“Don’t use industry averages when determining how many accounts each rep should target as part of an account-based prospecting approach.” Instead, look at the particulars of your business and calculate what number makes sense for you. Perform two calculations:
Don’t use industry averages when determining how many accounts each rep should target as part of an account-based prospecting approach. “Instead, look at the particulars of your business and calculate what number makes sense for you.” Sales model: How many accounts do you need to hit your target?
How many touches your reps can do in a single day “In many cases however, it is probably better to strike a balance between prospecting wide (many accounts-few contacts per account) and deep (many contacts per account).” Going wide might mean only contacting one contact per account. We call this approach typically content-based outbound, rather than account-based prospecting. If you dedicate 100% of your time to outbound/account-based prospecting, contact only one contact per account and make 60 touches each day, and touch every account only once a year, then you can prospect into cohorts of 200 new accounts every month or 2,400 accounts each year. If you decide you want to contact each account in your database twice a year (every six months), which we recommend, then you can handle only 1,200 accounts per rep.
Going wide might mean only contacting one contact per account. We call this approach typically content-based outbound, rather than account-based prospecting. If you dedicate 100% of your time to outbound/account-based prospecting, contact only one contact per account and make 60 touches each day, and touch every account only once a year, then you can prospect into cohorts of 200 new accounts every month or 2,400 accounts each year. If you decide you want to contact each account in your database twice a year (every six months), which we recommend, then you can handle only 1,200 accounts per rep. “While the actual cadence this company used was 8 touches long, for the model we assumed 6 touches since some subset of contacts will be reached before the end of the cadence is reached.” Lower the number of touches/contact (calls and emails in your cadence)
How many touches your reps can do in a single day “Let’s assume your cadence involves 8 touches over the course of a month.” Going wide might mean only contacting one contact per account. We call this approach typically content-based outbound, rather than account-based prospecting. If you dedicate 100% of your time to outbound/account-based prospecting, contact only one contact per account and make 60 touches each day, and touch every account only once a year, then you can prospect into cohorts of 200 new accounts every month or 2,400 accounts each year. If you decide you want to contact each account in your database twice a year (every six months), which we recommend, then you can handle only 1,200 accounts per rep.