Moubeche: Tying bonuses to lead volume harms overall lead quality
Guillaume Moubeche · Lemlist Gives Employees This Bonus When 5x Revenue Growth Target Hit · Sep 28, 2020 · at 4:56
Guillaume Moubeche, founder and CEO of Lemlist, breaks down why he rejects MQL-based bonuses in favor of company-wide quarterly MRR targets.
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“Because I know a lot of people, you know, they're trying to put bonuses on number of qualified leads, marketing qualified leads, sales qualified I think it's too complicated, and I think people tend to always optimize things based on, so for example, if I tell you need to reject that amount of marketing qualified leads. What you're going to try to do is book, let's say, as many meetings you can for your sales team. However, the quality of the lead is not going to be that great. However, if everyone is focused on growing the MRR, and then we set up like the MRR goal at the beginning of each quarter, now everyone is focused on one thing, which is revenue, and revenue for us equals profit. So it's like everyone goes to the same direction, and I think it's like It's a better way to incentivize.”
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