Understanding Conversation: Meeting Ratios

Definitions:

Connect: 

“Connects” in Orum are based on the settings you have mapped in the “Settings Tab”, under Connect Disposition.

Connects should be defined as speaking to the intended prospect.

 

Note: It is absolutely critical that reps are trained to mark dispositions accurately. Your disposition strategy should be highly granular, with very little room for ambiguity. For advice, reach out to your primary CSM.

 

Conversation = connect or meeting disposition, more than 60s duration
Short connect = connect or meeting disposition, less than 60s duration

Conversation: Meeting Rate - Baseline 5%

This is calculated as the number of Meetings divided by the number of Conversations.

With benchmarks in Analytics, Orum will automatically flag if your meeting ratios are below 5% and note anything above 20% as excellent performance.

Using Orum, a rep can realistically aim to have 5-10 Conversations a day not counting any follow-up meetings derived from corresponding Connects and Conversations.

If a rep is having 10+ conversations with the intended prospect and not converting there can be a few reasons.

  1. Training.

The rep can initiate conversations but struggles to convert the call into a meeting. Managers should listen to these conversations in “Call History” to deliver coaching opportunities.

 

An example of best practice is having all pre-call research on the prospect/account in fields that can be brought into Orum. Feeling unprepared is a common problem that reps run into when adopting Orum and being effective on the call.

 

  1. Target Quality

For example, having conversations with Target Prospects who end up not being the right person to speak with regarding your solution.

 

In this case, reps should ask for a referral. Going forward, use the data gathered from these conversations to fine-tune the ICP (Ideal Customer Profile)

 

  1. Objections

While this can be a mix of #1, understanding what objections reps are encountering are key.

 

If you haven’t yet instituted best practices with dispositions, then we suggest you add more granular objection dispositions to help understand what reps are running into and coach them appropriately.

 

Studies show ranges on the low end can be 5%, but teams that institute consistent cold call training routinely see reps converting 20%+ across all verticals, ICP’s, and prospect titles.

 

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