The most important metric, from the company’s perspective of course, is ultimately the profitability of a marketing program. This holds whether it’s an in-house telemarketing program, a direct mail program, trade shows, SEO, a drip campaign, or an outsourced telemarketing campaign. Getting a positive…
When talking about money, it’s important to keep in mind what ultimately makes a business run. From a sales and marketing perspective, the economics of generating revenue in the B2B market are quite simple: You must spend money to make money, although some business…
Setting aside the details of how to do the job, I’d like to talk briefly about telemarketer abuse. This is the mistreatment, low pay, and job insecurity that are rained down on all telemarketers, both the good and the bad. Telemarketer abuse occurs because…
Although much of what we publish on this forum is for anyone who needs to generate sales leads, such as a telemarketer, a salesperson, a sales manager, a business owner, or marketing executive, let’s focus for a moment on one person for whom that…
While most salespeople cannot find their own leads effectively, even if a sales team does its own prospecting successfully and consistently, they’ll still suffer from what’s known as the “breakage” problem. The breakage problem is, generally speaking, the loss of concentration, focus or aptitude…
Genuine lead generation takes time and costs money simply because a qualified lead often requires that the prospect express a desire to take action (e.g. talk to you). Going from a list of names (which may have cost something to acquire in the first…
Because there is so much confusion in the market about this, we need to talk about the definition of a sales lead. We will go into this in greater depth later, but it is important to define a lead in the context of the…
In its simplest form, lead generation in the B2B market is the process of identifying suspects, getting their attention and initial interest, qualifying them as potential buyers, and then getting them to want to engage in a serious conversation about doing business together. This…
In the face of these increasing demands on salespeople, most companies are simply giving up. Many companies don’t even bother trying to train their salespeople to know or do anything more than the minimum, usually product training, that they need a salesperson to know…
As we discussed in another article “Companies Expect a Lot from Their Sales People”, the fact is that most people, and therefore most salespeople, simply can’t do all those things discussed therein. This is one reason why we instinctively think of different qualitative “levels”…