TeleWeb Program Case Study
Overview
Channel Source Direct helps the world’s leading developer of ERP software implement a comprehensive TeleWeb model to meet its goal of 3x pipeline.
Situation Analysis
- The client had numerous marketing promotions from different divisions, focused on various industries and decision makers.
- A great deal of prospect and customer data was outdated, and each product line required different decision makers and lead criteria.
- With disparate needs related to lead quality, and a range of marketing outreach occurring simultaneously (direct mail, web, advertising, etc.), the company wished to employ a TeleWeb model to unite its messages and develop prospects into highly qualified leads and eliminate pipeline gap.
- The client had a goal of developing a 3x sales pipeline to ensure that its field sales representatives had a repository of leads ready to close, but their current solution provider could not maintain adequate lead flow.
- Within a very compressed time frame, the client enlisted CSD to develop a pipeline of leads that could be closed internally once the initial partner criteria had been researched and verified.
Action/Solution
- Channel Source Direct deployed teams of tele-specialists to focus on specific contact activities, including:
- Contact Discovery – to confirm contacts and update database
- Account Profiling – probed to define corporate decision making structures
- Event Recruitment – drove attendance to marketing events and seminars
- Event Follow-up – re-contacted attendees and performs lead qualification
- Lead Management – assessed opportunities and escalated to sales
- Channel Management – drove leads for partner recruitment
- Dedicated teams targeted industry verticals, such as retail, oil & gas and others.
- Other teams specialized in SMB and mid-market activities
Value/Results
- Channel Source Direct fulfilled 400 projects in six months, compared with 300 projects per year by the client’s previous outsource partner – an increase of 150%.
- Within a very aggressive schedule, CSD grew a database of 5,000 companies to include 50,000 key contacts and decision makers.
- Numerous highly qualified leads were delivered as a result of seminar activities and post-event lead management. In addition, the client’s field sales force relied upon our detailed feedback, even calling upon tele-reps to assist in their sales strategy.
- The client’s partner program vastly exceeded their expectations, requiring them to hire an additional field resource to travel to partner locations and close business.
- CSD drove millions of dollars in net new pipeline activity and made a significant contribution in helping the client reach their goal of a 3x pipeline
- To date, CSD has completed more than 500 projects for this client.
