Manufacturing Overall

Other Manufacturing

Based on responses from 899 companies across a variety of industries and sizes, including 325 respondents from the manufacturing industry, The B2B Sales and Marketing: Key Benchmarks and Best Practices Report provides real world benchmarks that enable manufacturing executives to understand the key sales and marketing drivers of the manufacturing industry and their own business.

Containing 139 charts and graphs, the report provides insight on the effectiveness and use of nearly all sales and marketing channels and tactics for manufacturers.   With 325 respondents from the manufacturing industry, there is a tremendous amount of information for businesses to benchmark against their competitors.

Among the charts with direct industry comparisons for manufacturers are:

Average Variable Compensation As A Percentage Of Base Salary By Industry
Base Sales Compensation: Highest Paid vs. Lowest Paid By Industry
Number Of Respondents By Industry
Policy On Sales Commission Caps By Industry
Total Compensation Multiple: Highest Paid vs. Lowest Paid By Industry
Total Marketing Expenditure As A Percentage Of Revenue Among Manufacturers
Total Marketing Expenditure As A Percentage Of Revenue By Industry
Total Sales Compensation By Industry – Bottom Quartile
Total Sales Compensation By Industry – Median
Average Base Sales Salaries By Industry
Average Contribution Margin on New Revenue By Industry
Average Lead Time to Close a New Sale By Industry
Average Number Of Sales E-mails & Calls Per Week Per Salesperson Among Manufacturers
Average Number Of Sales Emails and Calls Per Week Per Salesperson By Industry
Average Number Of Visits Made Per Salesperson Per Week Among Manufacturers
Average Number Of Visits Made Per Salesperson Per Week By Industry
Base Sales Compensation: Highest Paid vs. Lowest Paid By Industry
Channel Mix By Industry
Investment In Sales and Marketing As A Percentage of Total Revenues – Median By Industry
Investment In Sales and Marketing As A Percentage of Total Revenues For Manufacturers Overall
Investment In Sales As A Percentage Of Revenue By Industry
Median Percentage Of FTE’s In Sales By Industry
Percentage Of Repeat Customers By Industry
Percentage of Total Sales from New Customers By Industry
Revenue per Customer By Industry
Revenue per Customer By Industry – Manufacturers
Sales Executives and Supervisors Per 10 Sales People By Industry
Salesforce Productivity: Average Revenue per Salesperson By Industry

SalesMarketing BarChart 166

On average, manufactures spend 4% of revenue on marketing personnel, and 6% of revenue goes to other marketing costs. Among manufacturers, the 25th percentile of companies allocates 1% of revenue to marketing personnel and other marketing costs, while the 75th percentile of manufactures allocate 5% of revenue on marketing personnel and 9% of revenue to other marketing costs. There is an enormous difference in marketing spend between the 25th and 75th percentiles of manufacturers.

The 75th percentile of manufacturers invest 300% more in other marketing costs than the median, and 50% more than the average manufacturer. When we compare the data for the median and the average, we can see that, compared to the median, the average manufacture invest 33% more on marketing personnel and twice the median on other marketing costs.

Manufacturers who invest heavily in marketing personnel and other marketing costs are likely to see a higher return on their investment than manufacturers who allocate capital based on the median percentage for all manufacturers. Investing in sales and marketing can help your company capture new business and differentiate itself from your competitors.

SalesMarketing BarChart 95

Sales representatives for manufacturers reach out to customers 50 times per week through sales emails and calls. This is roughly equal to salespeople in industrial production and electronics manufacturing, and represents significantly more outgoing sales efforts than in the chemical manufacturing and food and beverage industries.

Interestingly, for overall manufacturing, the average number of sales e-mails and calls per week per salesperson is much closer to the 75th percentile than to the median. What this means is that for a number of manufacturers, the salesperson is much more active sending sales emails and making outgoing phone calls.

For chemical manufacturers and food and beverage, the median outreach of salespeople is much closer to the average than overall manufacturing. This means that there are fewer companies with sales people making an extraordinary number of emails and sales calls, than in manufacturing overall.