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userdungeon

Director

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Executive
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+3

Giving Quotas to Marketing Leaders

What the title says - is this ever done? How does it work, and how would you track it? What's the golden metric? Would the quota be tied to a commission, or some kind of incentive bonus?


I want my VP Marketing to sweat more about his deliverable to my sales team.

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🏋️‍♀️ Leadership
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UrAssIsSaaS
Arsonist
4
SaaS Eater
A good marketing team will have this in place already it's just not called a quota. They generally are judged on MQLs or SQLs and need to perform against the metrics laid out in their plan. If they don't, they usually get canned. 

Does your VP of Marketing report to you? Their bonuses are usually tied to their performance is some capacity and in strong orgs that tied to how many qualified leads they drive the sales team. It's on us to convert from there. 

Jokes and shitting on marketing aside, a good one can prove invaluable. 
CaneWolf
Politicker
2
Call me what you want, just sign the damn contract
I would actually like to see it based on revenue!
UrAssIsSaaS
Arsonist
1
SaaS Eater
Ya Im here for it, there are some good comments on here outlining how that  can work. I was probably a bit vague and gave the benefit of the doubt to marketing here but would love to see what youre saying ultimately. 
hh456
Celebrated Contributor
3
sales
Yes. 10/10/40/40 commission payout structure. Not sure what your commish is but that’s how it should be paid. - sql 10% - contract 10% - 1st utilization 40% - time metric utilization 40% First one shows it’s legit lead. Second show they’re a client. Third shows they use it (revenue), fourth shows they’ve adopted and are on board full time (profit). Marketing gets paid that way or they are not aligned with growth focused revenue. Extra 10% if they clean bidet in the lobby with their mouth once a quarter.
poweredbycaffeine
WR Lieutenant
2
☕️
Yes, and here is what we do:

Marketing has an MQL quota of $X million/quarter, and they are bonused based on the attainment of that goal. This ensures they are constantly tuning our inbound engine and ensuring our reps have a nice mix of inbound vs outbound.

In the future, we'll likely tie in the conversion of MQL to SQL, but for now, generation is a great measure of their success.
Diablo
Politicker
0
Sr. AE
A lot of metrics - Lead, MQL, SQL KPIs being conversion , cost per lead, bad leads etc.
cw95
Politicker
0
Sales Development Lead
Difficult, fight for your right, as one beasty boy would say.

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