Telemarketing Lead Generation Blog

Quantity vs Quality: Measuring your list sources effectively

Posted on Mar 16, 2009 by Tyler Anderson, Account Executive

Ashlea’s thoughts a few weeks ago got me thinking about the ever-present issue of quality of leads vs. quantity of leads, specifically when looking at list sources. Now we all like that full report that shows 50 leads for the week and we can get in a mindset of “what have you done for me lately” when it comes to telemarketing. The key point is that quantity isn’t everything.

What I have found is that different list sources can net VERY different results when it comes to the quality of telemarketing leads. While one list could provide a significantly higher number of leads than another, that is not always indicative of the potential ROI to your business.

Example:

Program A – 20 leads x 25% conversion-rate = 5 sales

Program B – 100 leads x 5% conversion-rate = 5 sales

Which is the better option for your company? Obviously the program with the higher conversion-rate is more advantageous to your company in the long run.

The key is to analyze this data on a monthly or quarterly basis with your telemarketing agency/vendor. Make sure, no matter whom you are using, to tap into their resources, since they are ground zero when it comes to the conversations with your prospects.

Questions to look at when determining quality of leads and evaluating your list sources:

1. Where are you having the most productive conversations?
2. Where are you getting the best target contacts for your business (prime revenue, industry, size, job titles)?
3. Where are you getting the best sales conversion-rate for leads?
4. Where are you seeing the better completion-rate (percentage of conversations relative to size of list)?

By accurately and consistently tracking your sources, you can determine what the better fit is for your company and enable your telemarketing agency/vendor to uncover lead opportunities that provide you with a higher ROI.

Tagged: telemarketing lead generation, lead generation, telemarketing conversion rates, telemarketing sales leads

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