Your sales team is booking meetings that go nowhere

Hey there,

Kevin here from Astris Partners.

I need to talk about something that's costing B2B companies millions: the meeting quality crisis.

Your team is sending thousands of emails, booking a decent number of meetings per month, but still missing revenue targets. Sound familiar?

Here's what's actually happening: you're optimizing for the wrong metrics entirely.

The Brutal Truth About Meeting Metrics

Most teams celebrate meeting bookings like they've won the lottery. But here's the reality:

• 42% of salespeople struggle most with prospecting

• Most importantly, when meetings DO happen, they rarely convert to opportunities worth pursuing

Your leadership team doesn't see this because they're tracking opens, clicks, and meeting bookings instead of what actually matters: qualified pipeline that converts to revenue.

The Three Problems Killing Your Results

Problem 1: Email targeting without insight

You're reaching companies that fit on paper but have no urgent need right now. Demographics don't create urgency or buying intent.

If you were a heart surgeon, would you email everyone over 40 about surgery? Of course not. You'd target people with chest pain or abnormal test results.

Same principle applies to B2B. You need companies experiencing specific triggers that make your solution immediately relevant, not companies that might need you someday.

Problem 2: The volume mentality

Leadership rewards email activity and meeting quantity instead of qualified pipeline. When you reward volume over quality, your team optimizes for the wrong outcomes.

Problem 3: Wrong expectations about email

Teams either try to fully qualify complex deals through email (which doesn't work) or do zero qualification (which wastes call time).

The Targeting Framework That Actually Works

Step 1: Identify the signal What specific events indicate a company needs your solution right now? Regulatory changes, growth milestones, personnel changes, market pressures.

Step 2: Understand the context Why does this signal create urgency for your specific solution? What pain does it create? What's the cost of inaction?

Step 3: Confirm the timing Is this pain acute right now or future planning? Acute pain gets meetings. Future pain gets "let's stay in touch."

The Old vs. New Approach

Old approach: Target all financial services companies with 500+ employees because they need security.

New approach: Target financial services companies with recent regulatory citations, job postings for compliance officers, and leadership changes in the last 6 months.

The difference in conversations is night and day.

Instead of "We're happy with our current provider," you get "This is exactly what we're dealing with right now."

The Metrics That Actually Matter

Stop tracking opens, clicks, and meeting bookings. These are vanity metrics.

Start tracking:

• Qualified pipeline generated per email campaign

• Average deal size from email-sourced opportunities

• Revenue per outreach sequence

• Percentage of email meetings that advance to next stage

• Time from email response to closed deal

The Bottom Line

The difference between good B2B companies and great ones isn't just having a sales team. It's having a sales team that books meetings worth having.

Stop celebrating meeting quantity. Start measuring meeting quality. Your revenue depends on it.

Next week, I'll share the exact system we use to ensure prospects show up to calls already educated about your value, plus the 8-week implementation plan to transform your meeting quality.

Talk soon,

Kevin

P.S. If you're tired of your team booking meetings that go nowhere, let's chat.