Sales & Marketing Benchmarking

Sales & Marketing Benchmarking

Case Studies

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Sales & Marketing Benchmarking

The Objective of the Study

The data mining focused on benchmarking the cost and FTE structure for sales and marketing functions within Telecommunication and Software Publishing industry across North America, LATAM and EMEA. The client wanted to evaluate different KPIs and data metrics in terms of reporting relationship and seniority level for Sales and Marketing functions.


Key Screening Points

  • Key opinion leaders with more than 15 years of expertise into Sales & Marketing were on boarded.

  • Organizations with entity revenue of at least 200 Million USD were targeted as per scope.

  • Experts with job titles - CMO, Sales/Marketing Director, VP- Sales/Marketing, and Director/Senior Director- Sales/Marketing were interviewed.

Key Discussion Points

  • Insights into the employee and cost allocation across different functions of Sales and Marketing- Demand Generation, Sales & Opportunity management, Sales Operations, contract management etc.
  • Understanding the variations in Technology cost, marketing and sales budgets, and customer acquisition, Service and business agreements.
  • Access the overall growth of the company in terms of Net Revenue, workforce headcount and reporting relationship across functions.

Geography Wise Counts

HBG Solution

  • Within 6 weeks, HBG team successfully identified, mapped, and conducted 40 discussions to capture all data points.
  • Outcome was delivered in Excel Format meeting the expectation range of cost and FTE Structure.
  • The respondent category targeted was extremely niche, our team followed 3-way approach in terms of reaching out to experts via LinkedIn, Mass Mails and Cold Calling.
  • With 100% efficiency HBG team conducted the discussions with the desired category of respondents and successfully delivered the required sample within the timelines.

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