1. Is telemarketing part of my marketing mix
Is telemarketing part of my marketing mix? How do I achieve quality lead generation and what are the 5 key success factors in telemarketing?

2. The history
Telemarketing
Marketing response to recession and market downturn
Direct Marketing
Technology driven marketing innovation
Inside/
Telesales
Cost driven sales optimisation
Maturing of CRM practices
Digital Marketing
Dramatic change in technology and customer behaviours
1970’s
1980’s
1990’s
2000’s
‘Marketing’ is an immature management practice within most SMB organisations.
The management science of telemarketing has evolved considerably over a number of decades.
HOWEVER telemarketing is (at best) advanced common sense!

3. So why does Telemarketing need to be part of your marketing mix:
It is a key initiative for recessionary times
It puts you in control of proactively managing the client relationship
It enables you to cost effectively deepen existing relationships and find new business opportunities.
It helps you to manage, forecast and prioritise all sales activity.
It provides you with deep insight into your marketplace through effective CRM practices.

4. How to achieve quality lead generation?
A clear sales strategy
A clear marketing plan
A robust campaign design
The right people
The right proposition
The right target audience
Macro
Perspective

5. How to achieve quality lead generation?
Campaign Brief
FAB’s
FAQ’s
Scripts
USP’s
Case Studies
Contact tactics
Profile info
Qualification criteria
Systems – logging
Reporting
Closed loop with sales
Training
Micro
Perspective

6. People and Data People – Best Practice Data – Best Practice
Good telemarketing people:
Career marketing people
Extrovert
Methodical
Starter/completers
Trained in telephone communication
Phone is their communication preference
Comfortable with relatively limited technical product knowledge
Very good listeners
Data is about more than just names and telephone numbers.
Data becomes out of date very quickly.
Data requirements change based on complexity of proposition and size of company.
Complex solution selling requires comprehensive customer insight.
Application of CRM best practices is critical.
Data gathering is a long term and organisational wide commitment.

7. Yes, but where do I start?
Which Microsoft services offer me the best revenue potential and fit with my customers and prospects needs?
Do I have the necessary track record and competencies to win business in this area?
Who is my target market?
What are my key selling messages?
What is the required ROI?

8. ROI Ready-Reckoner

9. How do I get it right?
Make your sales strategy direct your telemarketing campaigns.
Put the appropriate effort and intelligence into the campaign design.
Get the right resource.
Manage the process proactively.
Data quality has the single biggest impact on success. Data is always imperfect, however, proactive data management and quality control pays significant long term dividend.

10. Q&A John Drury INTERACTION e j.drury@interaction.ie m 087 8288652