Who speaks to the greatest number of prospective new buyers of a product or solution? Here’s a hint: It’s not sales or marketing. The answer: The teleprospecting organization engages the most prospective buyers in actual conversations, making it a critical cog in the demand creation wheel that connects marketing programs to sales pipeline.
Marketers are increasingly evaluated on pipeline and revenue contribution (and less on activities), and thus are dependent on the teleprospecting team’s ability to qualify marketing inquiries into leads. For this reason, it’s critical to take into account how messages are delivered and received via the phone channel.
Here are three ways marketers can tap into the teleprospecting organization to improve marketing programs and develop phone-appropriate messaging strategies:
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.