Case Studies: Telemarketing Lead Management
Help me fix my lead management process.
Problem/Situation
Field Sales says the leads sent to them by Marketing are not valuable. Marketing is frustrated because it has been conducting campaigns and sending qualified leads to Field Sales, only to find out that a large number of the leads are not worked by the Field Sales Reps. For those leads the Field does call, Marketing does not receive timely and/or appropriate feedback.
Solution
Teledirect Partners worked with Marketing and Sales management to understand lead generation activities and lead flow. Based on this work, it was determined that leads needed another level of qualification before they were sent to Field Sales. Teledirect Partners recommended a telephone contact strategy that would further qualify the leads developed by the marketing campaigns.
Teledirect Partners worked with Marketing, Sales Operations, and Sales Management to establish a small Telesales organization focused on qualifying leads delivered by Marketing. The project included establishing a comprehensive lead management process, hiring Telequalifiers, training the team, and establishing and implementing a process to capture call results and to report these results to Marketing Managers and Field Sales Management.
The program also included an initiative that improved the cooperation and communication between Sales and Marketing, with the focus on improving the contribution of each department that was responsible for lead generation and management.
Results
As a result of the implementation of an in-house Telesales team focused on lead qualification, the Field Sales organization has reported an increase in satisfaction with the quality of the leads that it receives from Marketing campaigns. Based on the success of the Telequalifying initiative, the team has increased in size by 40%. And its operational capacity has matched this growth.
As a result of the implementation of the Lead Results tracking component of this initiative, Marketing and Operations management has reported an increase in understanding of the disposition of the leads that it has provided to Field Sales. Working closely with Field Sales, Marketing has been able to modify its campaigns, exploiting the intelligence it receives from the Telequalifiers and Sales.
Sales from leads qualified by the Telequalifying team resulted in sales in excess of $500,000 during the first six months.
