How to Set Achievable Lead Generation Goals

In the case of Terra Staffing, because of the small deal size and short sales cycle, the program needed to focus on calling more contacts fewer times in order to reach conversion quickly.

At the end of the pilot program, Terra Staffing’s lead generation effort achieved a 10 percent response rate per lead targeted, more than three times the anticipated benchmark rate. In addition, the conversion to close outperformed the benchmark by 42 percent.

While it’s easy to begin a lead generation campaign with idealistic goals, benchmarking those goals against historical campaigns will provide actionable insight to help you reach, or adjust, your goals.

Jenny Vance is president of LeadJen, an Indianapolis-based B-to-B sales lead generation company. Reach her at or on Twitter @jennyvanceindy.

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