The core curriculum of most MBA programs includes operations courses that introduce concepts like throughput, kanban and capacity planning. These concepts were designed initially for manufacturing applications to ensure optimal utilization of resources to meet production goals. That said, they can be applied to marketing and sales functions as well, including teleprospecting functions that operate between the marketing functions that feed them, and the sales functions they serve.
Unfortunately, many organizations fail to integrate capacity constraints and load balancing into their marketing and sales planning processes. Too many companies isolate these functions from one another. Often, a marketing function is responsible for running demand creation programs for a specific product line, but has no control, or even visibility, into the receiving function’s capacity to handle the volume of leads that it creates. Time and again, we see marketers generate inquiries and leads, only to be stymied by followup processes that are delayed for weeks and an insufficient touch coverage model.
For teleprospecting functions, capacity planning and load balancing are critical. Key points to remember about each of these concepts include:
Speed of responsiveness can greatly impact conversion rates through the top stages of the demand waterfall. It’s difficult to maintain responsiveness levels without proper capacity planning and load balancing. So, if you don’t have an operations skill set in your teleprospecting organization, either develop it or consult with your outsourcing partners to develop a reasonable plan that allows you to execute in a more predictable and controlled fashion.
Jason Hekl is Vice President and Group Director at SiriusDecisions. With an emphasis on developing and executing demand generation strategies to accelerate growth, Jason has sourced, developed and closed millions of dollars in new business throughout his 19-year career. Follow Jason on Twitter @the_hekler.