Telemarketing Lead Generation Blog

Increasing Sales Engagement on Your Teleprospecting Leads

Posted on Feb 28, 2011 by Kathy Rizzo, Vice President of Sales and Marketing

You’ve likely seen the industry statistics, which report the massive percentage of B2B tele-qualified leads that are not followed up on by Sales organizations – and then go on to purchase from a competitor. As we poll our own marketing clients, over 60% state that their top worry regarding their lead generation programs is that some portion of the leads that they invest time and money to uncover and qualify will end up in a black hole. For many marketers, that worry really never goes away; it’s that worry that drives us to continually refine our processes, expand upon our communication, enhance our systems, and ultimately obtain the best possible ROI. Even the thought of letting one qualified lead slip through the cracks, makes our stomachs turn.

So what can you do to increase sales engagement on your leads?

Get in front of your sales team on a regular basis in order to give your leads proper visibility. Arrange a quarterly “Leads Forum” in which you provide your account executives an overview of your upcoming campaigns for the quarter, and the types of leads they should expect to receive. Show samples of your leads and include tips for how to maximize the data contained on each lead. Ask for their feedback on leads – making sure they continue to agree with the lead definitions that sales & marketing jointly set forth (and if you haven’t jointly defined leads, you must do this!). Explain the investment that will be made (people, process, dollars, etc) to generate each lead. Give special recognition to account executives who have successfully closed marketing leads.

This type of meeting is an excellent and effective way to increase communication with Sales, which in turn will increase their engagement on your leads.

For more ways to maximize sales engagement, and reduce the “black-hole” syndrome, please refer to these past postings:

An Essential for Telemarketing Campaign Success – Sales Buy in

Lead Recycling

Bridging the Gap between Sales & Marketing to Ensure Lead Generation Success

Conduct Educational Training to Improve Lead Follow-up and Conversion

Tagged: lead generation, targeted lead generation, telemarketing lead generation, telemarketing sales leads, lead nurturing, telemarketing lead conversion

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