GenSourc

Saturday, November 16, 2013

Balance = Bucks!

When the subject of Inbound demand generation is discussed among members of marketing you will often hear how “Inbound” and it’s sophisticated automation  has revolutionized the process of lead generation.  In many cases somewhere tucked in to the conversation you will also hear how “outbound” and its age old teleprospecting processes are old school, irrelevant and even considered to be dead.  

The reality is today's “Modern Teleprospecting “ makes both marketing and sales better.  For marketing it makes the work and investment done around demand creation more impactful and the activities of sales more productive.  In essence Teleprospecting has become “the glue” between both of these functions.

When teleprospecting teams are functioning properly they are not only instrumental  in enabling the deeper qualification of Inbound leads handed off by marketing but also pivotal in improving sales pipeline dynamics such as sale velocity, deal rates and selling price. As a result , teleprospecting makes sales more efficient.

On average teleprospecting makes about 100-120 dials per day with a conversation rate of about 25%. Whether they are following up on inbound inquiries or initiating self-generated cold call activities, without teleprospecting teams quota bearing sales reps would have to handle these responsibilities themselves. Activities that would occupy about 33% of a sales reps time. Clearly, low yielding activities relative to the yeild that would be produced if a sales rep was 100% focused on activites that closes business.

The most successful organizations recognize the balance required to run a high propensity demand generation campaign through “Modern Teleprospecting”. Both inbound and outbound lead generation not only has merit to coexist but also to be the catalyst to any highly functioning complex sales entity.