Lead Generation Methods 2013 & Market Size Study: Ken Krogue - Founder

Lead Generation Methods 2013
& Market Size Study
Ken Krogue - Founder

InsideSales.com Background

Founders Founded: 2002
Market Leader: #1 for B2B
Inside Sales Professionals
Patents: 3, Pending: 6
Location: Provo, UT
Dave Elkington Ken Krogue Annual Growth: 110%+
CEO President
Venture Investors:
– US Ventures
– Hummer Winblad
– Josh James

© InsideSales.com Inc.
Copyright © InsideSales.com Inc. All Rights Reserved

Forbes Contributor & #1 Blog

Forbes: forbes.com/sites/kenkrogue
Blog: kenkrogue.com

#1 ranked Blog in the world on the
topic of ‘Inside Sales’ and
‘Lead Response Management’
Ken Krogue
President Please join the conversation!
& Founder


Marquee Clients


PowerSuite TM
PowerDialer™

PowerCall™

PowerText™

PowerSocial™

PowerStandings™
InsideSales.com
Inside Sales Automation &
Predictive Analytics Platform Neuralytics™


Recent Research

2013 Distance
2013 LeadsCon Education
ResponseAudit ResponseAudit

2013 Top Sales 2013 Inside Sales
Challenges Survey Market Size Survey

2012 Dreamforce 2013 Lead Gen
ResponseAudit Methodologies


Market Size Results


Dr. Oldroyd Study (while at MIT)

Copyright © InsideSales.com Inc. All Rights Reserved InInclue

Original 2009 Market Size Study

Inside Sales Industry Growth

.5%
vs
7.5%
15x
Source: 2009 infoUSA/MIT Study


Total and Projected Sales Reps
18
Millions

Outside Sales
16 Inside Sales
14

12

10

8 1.3%
6

4 vs
2

0
2,700,996 2,806,335 2,915,782 3,389,052
3.9%
2011

Source: BLS.gov & 2013 Market Size Study
2012 2013 2020
3x

Projected # of Inside Sales Reps
18
13.5 million
Millions

15,437,000
16 sales reps
14

12
12,047,948
10
10,749,504 Outside Salesmen
8
Inside Salesmen
6

4

2
2,700,996 3,389,052
0
2011 2020 (BLS.gov projected)


Number of Sales Reps
16
Millions

14

12

10
More than 20% of sales
8 reps are pure inside sales
6

4
Outside Salesmen
2 Inside Salesmen
20.2% 20.6%
19.7%
0
2011 2012 2013


Inside Sales Rep Count Total
2.81 Million
Estimated Current
Inside Sales Reps
3.9%
Growth rate for 2013
(1.3% growth for Outside Sales)

2.92 Million
Projected Reps
by the end of 2013

Reps by Selected Industry
Inside Sales Employees Outside Sales Employees
400
Inside
Thousands

300 Sales
same as Inside Sales larger
200 Outside than Outside Sales
Sales
100

0


Copyright © InsideSales.com Inc. All Rights Reserved Source: BLS.gov

Sales Team Composition
60%

Inside Sales represents
55%
49% of sales teams

50%
Outside Sales
Inside Sales

45%
49%
48%
45%

40%
2011 2012 2013


Average Headcount Growth
50
45
40 43 43
41
35
36
30 31
25 28
Inside
20 Outside

15
26% Growth
10
5
0
2011 2012 2013


Sales Employment by States, 2011


Inside Sales Growth by Region

31% 37%
52%
50% 30% 33%

21% 29%


Growth of IS Industries 2012
Internet Services / Web Development . . . . . . . . . . . . . . 93%
Software Engineering / Programming . . . . . . . . . . . . . . 83%
Advertising, Public Relations, and Related Services . . . 42%
Transportation, Distribution, and Warehousing . . . . . . . 26%
Consulting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20%
Telecommunications . . . . . . . . . . . . . . . . . . . . . . . . . . . 19%
Manufacturing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16%
Media and Publishing . . . . . . . . . . . . . . . . . . . . . . . . . . 11%
Other Services (Except Public Administration) . . . . . . . 6%

Changing of the guard

Inside Sales vs. Outside Sales


Total Revenue: IS vs OS
$1,800
Thousands

$1,600

$1,400

$1,200

$1,000
Inside Sales
$800
Outside Sales
$600

$400

$200

$-
2010 2011 2012 2013 2014
Source: 2013 Market Size Study


Quota Attainment: IS vs OS
85%
84%
83%
82%
81%
80% Inside
79% Outside
78%
77%
76%
75%
2010 2011 2012 2013 2014


Sales Team Models


Common Team Models
55%
Specialists and Semi-Specialists
are the most commonly used
50%

45%

40%
Semi-Generalist

Semi-Generalist

Semi-Generalist
Semi-Specialist

Semi-Specialist

Semi-Specialist
Generalist

Generalist

Generalist
Specialist

Specialist

Specialist
35%

30%
2011 2012 2013

Quota by Team Model
80%
Specialists and Semi-Specialists
70% attain their quota more often
60%

50%

40%
Semi-Generalist

Semi-Generalist

Semi-Generalist
30%
Semi-Specialist

Semi-Specialist

Semi-Specialist
20%
Generalist

Generalist

Generalist
Specialist

Specialist

Specialist
10%

0%
2011 2012 2013


Most Used Methods of Lead Generation
1 Company Web site 15 Telemarketing
2 Email 16 Seminars
3 Tradeshows, Conferences 17 Online Display Ads
4 LinkedIn 18 Online Video
5 Inside Sales 19 Google+
6 Facebook 20 Rich media
7 Sponsorships 21 Radio
8 Search Marketing 22 TV Advertising
9 Webinars, Webcasts 23 Virtual, On-Demand Events
10 Print Advertising 24 Other Web 2.0 Tools
11 Twitter 25 Pinterest
12 Direct Mail 26 Outdoor Media
13 Blogs 27 Other
14 Public Relations

Most Effective Business Awareness
1 Company Web site 15 Telemarketing
2 Email 16 Twitter
3 Tradeshows, Conferences 17 Online Video
4 Inside Sales 18 Online Display Ads
5 Linkedin 19 Google+
6 Webinars, Webcasts 20 Rich media
7 Sponsorships 21 Radio
8 Search Marketing 22 TV Advertising
9 Facebook 23 Virtual, On-Demand Events
10 Blogs 24 Other Web 2.0 Tools
11 Direct Mail 25 Pinterest
12 Seminars 26 Outdoor Media
13 Print Advertising 27 Other
14 Public Relations

Most Effective Lead Generation
1 Company Website 15 Public Relations
2 Email 16 Twitter
3 Tradeshows, Conferences 17 Online Display Ads
4 Inside Sales 18 Online Video
5 Webinars, Webcasts 19 Google+
6 Linkedin 20 Rich media
7 Search Marketing 21 Radio
8 Sponsorships 22 TV Advertising
9 Direct Mail 23 Virtual, On-Demand Events
10 Seminars 24 Other Web 2.0 Tools
11 Telemarketing 25 Other
12 Blogs 26 Pinterest
13 Facebook 27 Outdoor Media
14 Print Advertising

Method Most Used
Website 1
Email 2
Tradeshow 3
LinkedIn 4
Inside Sales 5
Facebook 6
Sponsorships 7
Search Marketing 8
Webinars 9
Print 10
Twitter 11
Direct Mail 12
Blogs 13
PR 14
Telemarketing 15
Seminars 16
Online Display Ads 17

Method Awareness
Website 1
Email 2
Tradeshow 3
Inside Sales 4
LinkedIn 5
Webinars 6
Sponsorships 7
Search Marketing 8
Facebook 9
Blogs 10
Direct Mail 11
Seminars 12
Print 13
PR 14
Telemarketing 15
Twitter 16
Online Video 17

Method Lead Gen
Website 1
Email 2
Tradeshow 3
Inside Sales 4
Webinars 5
LinkedIn 6
Search Marketing 7
Sponsorships 8
Direct Mail 9
Seminars 10
Telemarketing 11
Blogs 12
Facebook 13
Print 14
PR 15
Twitter 16

Method Most Used Awareness Lead Gen Variance
Website 1 1 1 0
Email 2 2 2 0
Tradeshow 3 3 3 0
LinkedIn 4 5 6 -2
Inside Sales 5 4 4 +1
Facebook 6 9 13 -7
Sponsorships 7 7 8 -1
Search Marketing 8 8 7 +1
Webinars 9 6 5 +4
Print 10 13 14 -4
Twitter 11 16 16 -5
Direct Mail 12 11 9 +3
Blogs 13 10 12 +1
PR 14 14 15 -1
Telemarketing 15 15 11 +4
Seminars 16 12 10 +6
Online Display Ads 17 18 17 0

Business Awareness High Use
280

High
Website
Email
Tradeshow
Business Awareness

Inside Sales

140
Low

0
0 Low 75 High 150
Use


Business Awareness Low Use
280

High
Business Awareness

140
Other
Outdoor Media
Pinterest
Other Web 2.0
Low

On-Demand Events
0
0 Low 75 High 150
Use


Business Awareness Under-Used
280

High Webinars
Search Marketing
Business Awareness

Sponsorships

140

Seminars
Low

Public Relations
Telemarketing
0
0 Low 75 High 150
Use


Business Awareness Over-Used
280

High
Business Awareness

Linkedin

140

Facebook
Direct Mail
Low

Print Ads
0 Twitter
0 Low 75 High 150
Use


Lead Generation High Use
240

High
Website
Email
Tradeshow
Lead Generation

Inside Sales

120
Low

0
0 Low 75 High 150
Use


Lead Generation Low Use
240

High
Lead Generation

120
Other
Outdoor Media
Pinterest
Other Web 2.0
Low

On-Demand Events
TV Advertising
0
0 Low 75 High 150
Use


Lead Generation Under-Used
240

High Webinars
Search Marketing
Lead Generation

120

Seminars
Low

Telemarketing
0
0 Low 75 High 150
Use


Lead Generation Over-Used
240

High
Lead Generation

120

Linkedin
Facebook
Low

Print Ads
0 Twitter
0 Low 75 High 150
Use


Tools Used by Inside Sales Reps

Calendaring List/Lead Providers

Appointment Setting CRM

Coaching Social Media

Incentives ACDs

Dialers Dashboards


Tools: Most Used

Tools Using
Calendaring Tools 92%
CRM 80%
Conferencing / Presentation Software 70%
Social Media Tools 67%
Reporting / Dashboard Tools 66%
Compensation / Commission / Incentive Tools 65%
List / Lead Providers 57%
Training Tools 52%
Coaching Tools 45%
Appointment Setting Tools 34%
ACDs (Automated Call Distributers) 13%
Dialers 13%
IVRs (Interactive Voice Recognition) 8%


Tools: Most Used
Plan to
Tools Use
Training Tools 25%
Coaching Tools 25%
Dialers 17%
CRM 11%


Tools: Most Used
Don't Plan
Tools to Use
Dialers 70%
Coaching Tools 30%
Training Tools 23%
CRM 9%


Tools: Highest Quota Attainment
% of
Tools Quota
Coaching tools 77%
Training Tools 76%
Dialers 76%
CRM 75%
Conferencing / Presentation Software (e.g. WebEx, GoToMeeting) 73%
IVR - Interactive Voice Recognition 73%
ACD - Automated Call Distributer 70%


Tools: Highest Quota Attainment
Don't
Plan to Plan to % of
Tools Using Use Use Quota
Calendaring Tools 92% 4% 5% 76%
CRM 80% 11% 9% 75%
Conferencing / Presentation Software 70% 14% 16% 73%
Social Media Tools 67% 18% 15% 75%
Reporting / Dashboard Tools 66% 19% 15% 76%
Compensation / Commission / Incentive Tools 65% 16% 19% 76%
List / Lead Providers 57% 15% 28% 75%
Training Tools Under-Utilized Tools 52% 25% 23% 76%
Coaching Tools 45% 25% 30% 77%
Appointment Setting Tools 34% 19% 47% 75%
ACDs (Automated Call Distributers) 13% 10% 77% 70%
Dialers 13% 17% 70% 76%
IVRs (Interactive Voice Recognition) 8% 9% 83% 73%


Tools: By Industry 2012

Average Spent on Average Quota
Tools / technology Per IS Rep
per IS Rep in 2012
Internet services/web development $7,487 $290,395
Software Engineering/Programming $6,841 $138,385
Manufacturing $12,512 $117,212
Consulting $4,815 $80,443
Telecommunications $21,517 $30,694


Inside Sales vs Outside Sales 2011

Inside Sales Outside Sales
Other Other
Commute 10% Commute 9%
3% 2%
Travel
2% Travel
Onsite 12% Remote
6%
45%

Remote Onsite
79% 32%

Source: 2011 InsideSales.com, 2ND SURVEY


Inside Sales vs Outside Sales 2013

Inside Sales Outside Sales
Commuting Meetings Commuting
Meetings and Travel and Other and Travel
and Other 8% Travel Activities 7%
Activities 4% 20%
Travel
24%
16%

Onsite
6%

Onsite Remote
Remote 34% 23%
58%



ResponseAuditTM
Avg
% Responded Response Avg
by Phone or Time by Response
Companies Email Phone Attempts

Dreamforce 2009 2,875 39.9% 41:07 1.07
Avg
Cloudforce 2010 472 30.7% 40:28
49:49 1.32

LeadsCon East 2010 57 35.1% 56:05 2.00

Dreamforce 2011 3,051 51.4% 57:28 1.20

AA-ISP 2011 159 54.7% 40:24 2.60

AA-ISP 2012 696 64.2% 39:20 2.05

Dreamforce 2012 2,148 55.0% 38:30 1.57

Distance Education 69 73.0% 24:18 3.48

LeadsCon 2013 311 49.8% 17:17 1.63

Copyright © InsideSales.com Inc. All Rights Reserved 2007-2012 ResponseAudit Research Studies –
InsideSales.com

ResponseAuditTM
Avg
% Responded Response Avg
by Phone or Time by Response
Companies Email Phone Attempts

Dreamforce 2009 2,875 39.9% 41:07 1.07
Avg
Cloudforce 2010 472 30.7% 49:49 1.88
1.32

LeadsCon East 2010 57 35.1% 56:05 2.00

Dreamforce 2011 3,051 51.4% 57:28 1.20

AA-ISP 2011 159 54.7% 40:24 2.60

AA-ISP 2012 696 64.2% 39:20 2.05

Dreamforce 2012 2,148 55.0% 38:30 1.57

Distance Education 69 73.0% 24:18 3.48

LeadsCon 2013 311 49.8% 17:17 1.63

2007-2012 ResponseAudit Research Studies – InsideSales.com

Average First Call Time by Study
48
38:30
36 31:44
27:44
Hours

24:18
24 21:50
17:17

12

0


Average # of Attempts by Study
4
3.48
Number of Attempts

3
2.22
2 1.63 1.48 1.36 1.29
1

0


Top Performers (First Call Under 5 Mins)
1 5 9

2 6 10

3 7 11

4 8 12


Come Meet us at our Booth #517

Get 3 New Research Studies
And See Your Response Times!


Join InsideSales.com Tomorrow

Session: Wring
the Most Value Out of Your
Leads and the Metrics Behind It
Date: Wednesday, March 20th

Time: 3:00PM – 3:45PM

Room: Events Center C-3 David
Elkington
CEO and Co-
founder
InsideSales.com


Connect with me!

eMail: kk@insidesales.com
Forbes: forbes.com/sites/kenkrogue
Blog: kenkrogue.com
LinkedIn: linkedin.com/in/kenkrogue
Twitter: @kenkrogue
Ken Krogue
President
& Founder


Lead Generation Methods 2013 & Market Size Study: Ken Krogue - Founder

Lead Generation Methods 2013 & Market Size Study: Ken Krogue - Founder

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