Telemarketing Lead Generation Blog

Telemarketing Lead Generation Data: What you need to know in order to successfully integrate vendor data into your systems

Posted on Apr 17, 2008 by Chris Engel, Vice President Information Technology

When working with a new lead generation client, many times they want to integrate our telemarketing results into their internal databases, CRM or SFA, but are unsure of the best way to do this. The answer to this is based on several factors, including the system they are using, the ability to get data into and out of the system, the maturity of their processes and potentially, IT support on their side to import and or update the data. The breadth of options runs from sending a formatted file of the data to be imported into their system, to actually working directly in the client’s system remotely. There are advantages and disadvantages to each, which will be discussed.

In some cases, the client has executed lead generation and/or lead-nurturing programs in the past and has an existing set of processes and business rules they have implemented and want us to use for their campaigns. For these, we work with the client and often members of their IT department, to set up any necessary connectivity (i.e. VPN or web access to their system). We also obtain the data definitions and formats so we can build the data import and export processes based on their specifications. Once completed, we test to prevent any “gotchas” after launch.

For clients that do not have these processes in place, or have not applied them to telemarketing lead generation, we work with them to decide which is the best solution given their needs and capabilities. Here are some examples of the levels of integration that can be used.

File exchange for importing and exporting data –

In many cases, the client is providing a list that either is exported from their internal system, or is run through the system first to create the necessary identifiers and then exported for calling. It is important to determine the data and the format that is going to be needed in the return file so that existing records can be properly updated and also to easily identify new records that will be added to the system. This can be worked out in the early discussions and it is helpful to include a staff member that is responsible for the system to define column headers, uncover any required fields, as well as any limitations on field length or values. We would also discuss any information we are gathering that may map to fields in their system and what the valid responses are, so we can set this up as well in our systems. Many times this is necessary, as the client’s Information Security group will not allow a vendor to have remote access to their network.

Once this is all defined, we would build our internal system to match the data definitions and set up and test the import and export processes to ensure it is all working as planned.

This setup has the advantage of allowing us to work within our systems to leverage all of our internal processes for quality control and reporting, however, it does not provide the client with “real time” views to the results. Instead, activity is reported daily or weekly, depending on the needs of our client.

Updating results in the client’s system, but working in our own

For some systems, there are limitations where working directly in the system remotely is either too slow, or the cost associated with providing licensing for remote access is prohibitive for the client to incur for the number of agents on the telemarketing lead generation program. They may also lack the internal support to perform the import process, or do not have an automated import process set up to receive various types of telemarketing sales leads. In this situation, we typically have one access point into their system, and will enter the leads as they are uncovered and validated.

This hybrid method still allows us to work in our internal systems, but also can provide a view to the leads more quickly, as no one has to wait for a file to be imported. This is also helpful when there are lead assignment rules already built into the system, which need to be applied once the telemarketing leads are entered. Another advantage is that supplemental materials such as TeleNet’s actual lead document and any other information can be attached to the lead entry within the client’s system, which is not an option in the file exchange.

Working directly in the client’s system –

Depending on the application, there are typically two ways to work directly in a client’s system. The most straightforward is if the client is using a web-based system like Salesforce.com, which just requires the URL and a login to connect. This type of system provides the more efficient environment, as there is no latency with the connection. The second method is to setup a VPN connection between TeleNet and the client’s site and then access the application either directly, or via Citrix. This provides a secure connection, but usually at a slower speed, which can cause latency from a few seconds up a few minutes per record, depending on the application being accessed.

One significant disadvantage of working directly in our client’s system is that it is not integrated into our internal production systems and quality assurance processes. To overcome this, we have worked with the client to provide a custom download allowing us the information/data, which is necessary to create our production reporting. Additionally, we’ve created a two-step process where our quality assurance team member can review the agent’s work, and then either release the reviewed leads to the sales team, or send them back for more details.

For more information on the pros and cons of working in a client’s CRM system, please review TeleNet’s article: To CRM or NOT

In the end, the involvement of the appropriate marketing and IT staff early in the development phase will help determine what is the best solution for the campaign. Also, a diligent testing phase will also “shake out” any issues that were not foreseen at the time and ensure a smooth go-forward process.

Tagged: lead generation telemarketing, lead generation telemarketing data, crm integration, telemarketing sales leads

• Anabel Foucart, Program Director
• Ashlea Harris, Vice President of Program Management
• Chris Engel, Vice President Information Technology
• Dana Gill, Program Director
• Jason St Onge, Account Executive
• Jason StOnge, Account Executive
• Jon Plant, Account Executive
• Jon Plant, Program Director
• Kathy Rizzo, Vice President Marketing
• Laura Johnson, Program Director
• Melissa Joffrion, Account Executive
• Mike Usry, Account Executive
• Sharon Dahlhaus, Account Executive