Sales Activity to Meeting Ratio (SA/M)

The only person who I see consistently publish sales activity to meeting ratios is Chris Beall, CEO of ConnectAndSell.  Whether it’s a summer month, a holiday, or a quarter-end, his team consistently puts up a # of meetings/day, and best of all, they know what the Sales Activity to Meeting Ratio is – so they can track it, budget around costs, and build a repeatable and scalable sales engine to drive revenues for the company.  As a telephony company, Chris tracks conversations to meeting ratio in these reports, not email or social attempts, which typically add lift to the conversion rates.

Across 25+ ScaleX clients, the sales activity to meeting ratio is all over the board.  There are so many variables! The Rep, the talk track, the market, the list being called… Yet it amazes me that companies don’t invest the time to baseline what works, and what doesn’t.

Only by tracking your sales activity to meeting ratio can you improve.

And once it’s optimal, and it’s “acceptable” (meaning it costs $x per activity, and Y activities, to create a meeting, and X meetings to create an opportunity) now you can scale at will.

This is big reason why companies choose ScaleX to help them deploy, baseline, tweak, and optimize so that they can rinse/repeat and scale their businesses.

Check out a few ScaleX customer case studies

Case Study #1:  Electronic Payments Company, 600 to 1 sales activity to meeting ratio.  This company has traditionally lived on inbound leads.  The sales activity to meeting ratio for inbound leads is far less than for outbound.  Although most companies would view 600:1 as good, this company determine that they would double down on inbound (since their ASP is < $5,000 per sale).





Case Study #2: SaaS company in a new market, 1,495 to 1 sales activity to meeting ratio. This  company has a new President who brought outbound into the company to scale the company to the next level.  Although they would love to have more than 41 meetings in 133 days, they have been highly engaged during the roll-out, and as a direct results of these meetings, have built an enormous pipeline (ASP > $100,000).






Case Study #3: Two meetings in 50 days, 6,879 sales activities to meeting ratio.

Houston, we have a problem! This company sells a form of “insurance” against cyber attacks.  In a case where just a few meetings are booked, the standard protocol is to pause the outbound, and double click on all aspects of the program to find out where is the weak point?

The List: 60 to 1 Dial to Connect is not good, unless of course you are calling F1000 C Level, then it can be 100:1.




Social Outreach: 18% connection rate is “good”.  We’ve seen as high as 48%, and as low as 12%.  The key to social connections, and outreach – lead with value, don’t ask for something (like a meeting), and personalize.











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