Sales Models, Metrics, and Motions Blog

Inside Sales Ratios: Lead Generation Reps to Field Reps

by Matt Bertuzzi on Thu, Jan 08, 2009

Over the coming weeks, we will be highlighting key findings from the 2009 Lead Generation Metrics & Compensation Report. The report is based on surveys of 125 North American technology companies.

Our first topic focuses on a common question, "What is the optimal ratio of Lead Generation Reps to Field Reps?"

Based on the report, the average ratio is 1 Lead Generation Rep to 3.5 Field Reps. (see chart below)

In our experience, the optimal ratio is 1:3.

Extremely large territories or strategies that require penetration of large accounts may warrant ratios of less than that, but for most organizations a 1:3 ratio works best.

Downside of ratios greater than 1:3:

  • Reps will work with those Field partners they "like" the most and ignore the rest
  • Reps will work those territories that receive the most inbound leads
  • The requirement to communicate with >3 field partners impacts the Reps productivity

Many organizations make basic mistakes when building a partnered plan.  Here are some tips on what not to do:

  • Do not try to dicate that the Reps generate an equal number of leads from each territory.
  • Do not try to split the Reps time equally among the territories.

Reps should be focused on creating opportunities that fit your Ideal Customer Profile.  Some territories are more ripe with these prospect profiles than others. 

Let the Reps use their own judgement as to how to achieve their goals within the overall territory that you have provided.  Don't try to force fit arbitrary goals.

To learn more, you can download the FREE 2009 Lead Generation & Metrics Report.

Please share you experience. What's your ratio & what drove that decision?

Topics: lead generation, inside sales strategy, metrics

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