Setting up a telephone-based lead generation team is like putting together a band of superheroes with different skills and capabilities. But it’s not just about the personnel; other certain elements must also be present to ensure that the team could work efficiently and achieve its goals dead-on.
What makes up a B2B telemarketing team?
- Competent People
- Technology
- Pipeline Data
- Measurement Plan and Quality Standards
- Scripting and Strategy
- Partnership with Sales
- Morale and Self-Esteem
2. Technology - Aside from computers, phones and internet connectivity, a functional CRM (Customer Relationship Management) system should be in place for tracking and measuring purposes. A poor functioning CRM could quickly be the down fall for any B2B telemarketing operation.
3. Pipeline Date -Lead generation researchers are tasked to leverage up-to-date and accurate contact lists containing pertinent data such as names, phone numbers, business/home addresses and email addresses; either purchased or internally produced. A strong pipeline data is a major key resource for a telemarketing team. Without an accurate contact lists the lead generation team will be fighting an uphill battle everyday once they start dialing their phones.
4. Measurement Plan and Quality Standards - Industry standard measurements are usually the bases for a campaign's success or failure. However, a team can set its own measurement plan as well as the standard of excellence it aims to maintain. Measurement goals can be anything from such as; number a calls need to be made per day, quality control, number of secured leads per week and weekly meetings on success and concerns.
5. Scripting and Strategy - Verbiage, effectiveness and style of attack are crucial concerns that could dictate the outcome of a phone conversation. A telemarketing team MUST at least agree on how its agents would approach a certain call or prospects. Without an agreeable approach towards potential customers will only lead to the telemarketing agents doing as please, and the campaign or campaigns will begin to show failure.
6. Partnership and Sales - The sales team is the back end of the marketing process which ultimately seals the deals on leads generated by the telemarketing team. Without proper coordination and support system, the process will fail to push through.
"Telemarketing team catches the fish and the sales department cooks the fish."
7. Morale and Self-Esteem -Confidence building activities are very important in maintaining the morale of all people involved in the lead generation efforts. This entails appropriately addressing flaws and recognizing feats of the telemarketing agents and the sales agents.