-> Tip #4. Assign different telemarketing teams to different tasks
Companies can use telemarketing to support a range of projects, including registering people for an event, following up on prospects who downloaded a white paper or viewed a webinar and setting appointments for salespeople. But assigning this workload to one group of phone agents won’t yield the best results.
In fact, Rizzo’s survey of technology marketers found a trend among companies to assign specialized tasks to different telemarketing teams. Nearly 30% of companies currently using telemarketing said they planned to evaluate telemarketing vendors within the next 12 months.
Of that group, 55% primarily used an in-house team, but were looking to external sources for specialized activities:
- 25% of the companies said they were evaluating vendors to help an internal telesales team that is handling “too much,” and needed to become more focused by offloading specialized projects.
- 29% of companies said they were evaluating vendors to supplement internal teams during the volume peaks that come with special projects.
Whether you choose to employ an internal team, an external team or both, it makes sense to assign teams different tasks depending on the skill set that is needed for the conversation. For example, a high skill level may be needed for lead nurturing projects, which form long-term relationships with prospects to check in on current needs and provide appropriate marketing information over time. The type of conversation required when following up on a response to a white paper might call for a less skilled phone agent.
The key is to make sure there is good communication between the teams and a way to integrate different databases, so prospects can be passed along to different teams or to the sales group without losing data. “You want different teams doing different tasks, but you don’t want to silo information,” Rizzo says.
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