Aberdeen's Timely B2B Sales Research

by Catherine Brown, President

Inside Initial Call, we sometimes joke that the most difficult part of our job is telling the future.  Many variables affect success in a sales campaign, so there are no simple answers when estimating project outcomes.  Only after we learn more about the variables can we apply our knowledge and experience to a situation and predict results. 

So, while I don’t have a crystal ball, I wonder if Peter Ostrow of The Aberdeen Group does?  The Group’s recent research on B2B Lead Generation is particularly timely.  Did Peter know when he began his research work last year that the economy would slow and that companies would be watching their dollars more closely than in prior years? 

Being able to look ahead and plan for a range of market scenarios is the key to growth in any economy.  More than in past years (and we’ve been in business since 2002), we see executives wrestling with the question about which is better: to build a department (hire employees and train them) or buy talent (outsource to a lead generation firm).

I had a recent conversation with a Silicon Valley small business executive who professed to have found an excellent full time inside sales person to work for just $50,000 per year. Knowing the going rate for experienced sales professionals in the Bay Area, I question whether this new hire will deliver what he hopes.  This executive will spend both money and time to find out whether or not he made a good deal.

While controlling costs will always be a top business priority, we contend that a bargain resource may cost more in the end.   Retaining part time but superior talent is ultimately a better value than hiring a full time junior employee.  When you need inside sales support, look for resources who define a lead like we do at Initial Call (Download Aberdeens_March_2008_Report.pdf ).  Seek out someone who is able to qualify opportunities and who really understands what it means to build a sales pipeline.  Then you won’t need a seer to know you are getting your money’s worth AND the results you need.