- What are
you expecting to get from this campaign:
- Short
term?
- Medium
term?
- Long
term?
- What are
your minimum expectations from this exercise (include
revenue, number of sales, event delegates, qualified leads, where
appropriate)?
- How many
completed calls (real conversations with possible targets)
do you expect to be made? (let us know if you need help to work out
ratios)
- What is
your typical conversion rate from a qualified prospect … to
appointment … to evaluation … to a sale?
- What is
a typical sale value (software/hardware/services)?
- How many
qualified leads do you expect from this exercise?
- How many
sales do you expect?
- What is
your budget (make any other contributions clear)?
- What is
the total amount of money available to spend on this campaign?
As a matter of course we will review theses
expectations with you, and let you know of anything which we feel
influences the chances of meeting your expectations.
There is however a fairly established series of
variables in the ‘Success Equation’ that you might wish
to consider when you review your own expectations internally:
1. Introduction:
