You might eagerly await the Simpleview Sales Quarterly (SSQ) to get an up-to-date look at lead and booking volume. Diving into aggregated sales data from destination marketing organizations (DMOs) on booking growth or decline helps you to level set — and examining the pipeline is a good indicator of what’s ahead. Of course, you are comparing these trends to your own destination’s performance in bookings and lead pipeline ... but are you using the SSQ as a window to your sales deployment?
In the ever-evolving meetings and events landscape, staying ahead of the curve requires agility — especially when it comes to deploying sales managers. The 2024 year-end pipeline analysis reveals a striking trend: 68% of DMO-generated leads are concentrated in just 15 states. Moreover, 6.7% of leads are emerging specifically from the Texas/Southeast region, hinting at a shift in focus sales leaders should examine.
This concentration of leads presents an incredible opportunity for growth — but it also poses critical questions about resource allocation and sales strategy. Are sales teams deployed where the most promising leads are being generated? Are emerging markets being adequately supported to maximize their potential? These are the questions sales leaders need to ask as they chart their future deployment strategies.
Key considerations for geographic deployment
- Data-driven deployment
With the majority of leads coming from just 15 states, it’s clear that high-growth regions demand heightened attention. Sales leaders have the opportunity to analyze the specific characteristics driving success in these areas and ensure that their best talent is on the ground to capitalize on these opportunities.
- Nurturing emerging markets
While the Texas/Southeast region currently accounts for 6.7% of leads, its growth potential should not be underestimated. These emerging markets require a tailored approach — one that balances immediate investment with long-term cultivation. Establishing a strong foothold now could reap significant rewards in the future.
- Reassessing existing deployment
Are resources being spread too thin? Sales teams positioned in lower-yield regions might need to be realigned with the geographic hotspots where demand is climbing. A dynamic and flexible approach will be key to optimizing outcomes.
Examine emerging trends
- Economic shifts
- Technological advancements
- Changing consumer behaviors
The team of experts at 2Synergize, a Simpleview consulting agency, keeps a pulse on these trends and informs our sales leaders so they can anticipate changes and stay one step ahead. We look forward to the mid-year SSQ report — where six months of data will give us even more insight into emerging trends in bookings and leads.
