Four Internet Department Variable Metrics

1.  Target Metrics for Typical BDC Rep
​Optimal 100 - 125 Leads per month per BD Agent (approximately 90 day Duration, Task Density with dense first 10 days moving to less dense as time goes on)

2.  Process Duration

Process duration can be whatever length that is acceptable by the dealer / manufacturer.  Changing this variable is cheap and simple, but may drastically affect the proactive follow up with longer purchase life cycle customers.  Allowing ample time for measuring the affect of change is needed in order to determine if changing this variable was effective.

3.  Task Density

Task Density is how many tasks are in the overall process.  Typical task density is shown below; highly dense in the the first 7-10 days and decreasing in density as time elapses.  Increasing or decreasing this variable is cheap, but can drastically affect the quality of each customer interaction.  Finding the correct density can be difficult, but measuring the amount of appointments that are set and how many that show can help determine how the quality is per rep.

4.  Lead Mixture

• 1st Party Sources (Dealership Website Leads - Easier to close / Less competition for appointments)
• 2nd Party Sources (Inventory Listing sites - Autotrader, Car.com, Local Newspaper website)
• 3rd Party Sources (Lead Aggregators - Lower quality leads / Harder to close / High competition for appointments - Autobytel, Manufacturer 3rd Party Leads)

• Caution should be used when changing multiple variables at once.  It will be very difficult to determine which of the changes caused the increase of decrease in efficiency.
• ​Any variable that affects the productivity of the BD Agent (ex. 300 leads per month avg per BD Agent) would require a change in either the Process Duration, Task Density or Lead Mixture from 3rd Party heavy to 1st Party heavy.  
• Another option would be to adjust personnel to accommodate the in leads per month variance to bring the number back to approx 125 per month.  
• Any additional responsibilities that are given to the BD Agent will affect the agent’s productivity and could affect the effective follow up of the 100-125 leads per month.