Marketing Blog & News

Best Practices vs Consistent Practices

The term “best practice” is widely used and considered a business buzzword. However, there is no universal definition of a best practice. It can be a method, a technique, a process or an activity which has proven to be the most effective in providing a certain outcome.

To ensure a best practice is relevant to your objectives, you have to make certain that it’s driving the outcome that you desire. For instance, if your objective is to provide high quality leads to your sales organization, you don’t want to employ best practices that only drive lead quantity. Doing so, may provide you a plethora of leads that don’t meet the quality requirements to convert to pipeline.

While we have several best practices here at TeleNet to drive specific outcomes, I’ve found that consistent practices are even more important. When so much of the business world is uncertain, employing processes, techniques, activities and methodology that drive consistency allows more decisions to be confidently made and plans to be solidified.

Here are just a few of the ways in which TeleNet provides our clients with consistency:

Consistent Campaign Development – Our detailed 10-step campaign development process drives each element ensuring a successful launch. The timeline for each step is clearly laid out, allowing campaigns to be active within 10-15 business days.
Consistent Prospecting/Calling – Dedicated agents provide consistent calling for our clients, 5 days a week, 8 hours a day. Historic metrics illustrate that an equal quantity of leads are obtained each day of the week. Therefore, consistency drives results.
Consistent Quality – Training, monitoring, calibrating and coaching are all essential to providing a quality product. However, “inspecting what is expected” drives consistent quality. At TeleNet, each lead passes a 2-step quality inspection prior to delivery to our client.
Consistent Communication – While employing an “open door policy,” in which clients can reach out at any time to ask a question, receive an update or provide new material, is a good business practice, it’s equally important to conduct cadence conference calls on a consistent basis (weekly or biweekly).
Consistent Reporting – Not only should reporting follow a standard format to allow cross campaign comparison and analysis, it should also be provided at the exact same day and time each week, allowing a consistent snapshot of weekly activity and campaign results to date.
Consistent Collaboration – Successful campaigns are a result of continual collaboration between the client and marketing partner, adjusting to changes in the market, messaging and/or goals, as well as providing recommendations for constant optimization.

Lead generation campaigns should not be a “hit or miss,” nor should the ways in which they are developed, managed, trained, reported and analyzed. Consistency drives results, guides us to success and allows the best business decisions to be made.