I created this Teleprospecting Capacity Model to help manage a teleprospecting program in four ways:
#1 – Setting daily call targets for the teleprospectors – The model shows the impact that the daily number of calls has on the ability to meet targets, and it sets a clear requirement with indication to the Teleprospecting resources of why driving that number up is important.
#2 – Defining the target number of leads as input to the program – Likewise it provides clarity to the demand generation manager on exactly how many leads per time period the model supports. So programs can be tailored accordingly.
#3 – Creating a framework to define the optimal call treatment – The teleprospecting manager can adjust the number of calls and the frequency of the calls and see what the model will support.
#4 – Create a clear delineation on when additional teleprospecting resources will be required – As assumptions are met, there is a clear distinction where additional leads should drive the requirement for the addition of a new rep.
You can download the Teleprospecting Capacity Model as an Excel spreadsheet.
There are six inputs to the model:
- Daily call capacity
- Number of leads (MQIs) passed to reach rep per week
- Number of calls made per week to each lead –“1” means one call per week; “2” means two calls per week and “0.5” means a call every other week
- Number of calls in calling program – how many calls does each prospect receive as part of the program
- Average duration through the program before dispositioned (e.g. moved to qualified, nurture or disqualified) – as a percentage
- MQL Targets
The output of the model is two-fold:
- Coverage – How many calls per week is the rep forecasted to be above/below the number of calls required from the model
- Required Conversion Rate – The required conversion rate will tell you how many MQIs need to be converted per MQL per month. MQI-to-MQL conversion rates typically range from 2-10% so you want to see where you fare on that spectrum.
In addition to tracking this model over time, the specific performance reports to accompany this are:
- Each week – looking at the number of leads that came in, and the total number of leads with teleprospecting; and the number of calls I the week and the % of leads called.
- Each month – looking at the # of leads that came in, and of those leads how many turned to MQLs, Nurture, DQ or as still in progress – along with conversion rates for each. This allows you to measure both the effectiveness of the program over time as well as the quality of leads pushed month to month.
I hope you find value out of this and please share any feedback below.