Close the Gap Between Marketing and Sales

by Jim Berkowitz on July 28, 2010

Here are several excerpts from an article by Dan McDade, Why That Mountain of Leads Is a Molehill of Sales:

B2B teleservices — often referred to as “inside sales,” “telesales,” “teleprospecting” or “telemarketing” — can close the gap between marketing and sales organizations.

When properly deployed, teleservices teams perform an important intermediary function that takes raw leads from marketing, engaging and nurturing prospects to identify the right leads to be passed to sales for harvesting, at the right time.

To perform at its best, the B2B teleservices organization should be responsible for managing leads and actively generating high-value opportunities, not for generating revenue.

Teleservices functions aren’t sales, and they aren’t marketing, either. Rather, they are the missing link between the two that translates marketing’s idea of leads into sales’ idea of leads. The task for teleservices is to deliver fewer, not more, leads to sales — that is, to deliver a compact body of filtered and highly qualified leads so that sales reps can devote their time to the most likely prospects, and can therefore close more sales.

Typically, the teleservices methodology will include the following elements…

  • focusing on market segments with proven results for the product or service being sold;
  • targeting not necessarily the exact job function associated with the lead, but rather the most likely C-level and other appropriate executives for all communications, until directed elsewhere;
  • contacting each executive through multiple media, including some mix of voice mail, email, direct mail, and live calls, with multiple touches over several weeks. This is absolutely key, as busy executives almost never respond to initial contacts, and must be touched repeatedly to get through at the right time;
  • further qualifying each responding prospect through dialog to accurately identify executives and companies that are ready to enter the sales cycle; and
  • capturing market intelligence on prospects who are qualified but not interested at this time, for re-contacting at a later date.

Through these activities, the teleservices team can effectively determine whether a raw lead actually is or is not a prospect ready for sales contact — and it’s a process that has repeatedly proven to translate directly to sales efficiency.

In fact, Aberdeen Group estimates that best-in-class companies deploying B2B teleservices in 2009 experienced a 90 percent achievement of sales team quotas, and at least a 10 percent year-over-year increase in average revenue per sales rep. That’s the kind of revenue growth most companies would have loved to have achieved in 2009. Teleservices can put you on the right path for generating that kind of progress moving forward.


John Cheney, CEO, July 29, 2010 at 4:50 am

Closing the gap and increasing synergy and communication between marketing and sales should be a key concern for any business looking to improve its efficiency. At we see enabling this synergy as a key function of CRM and it’s crucial that full customer transaction details are contained within a CRM system.

By having this information available in a CRM system and sharing this with all relevant departments, including sales and marketing, sales teams can sell and service customers more effectively, while marketing can ensure campaigns are more targeted. The sharing of this data can help ensure marketing and sales work together rather than treading on each other’s toes, which will help bring them closer together.

Rob Drummond July 30, 2010 at 4:02 am

I sort of think that teleservices can be very effective in the right situation – particularly in big companies where there is a greater distinction between sales and marketing, and staff have more defined job roles.

It does not though, substitute for simply having a poorly designed CRM system, where information is simply not shared effectively between the two departments. Getting the CRM scope right in the first place can in a lot of places eliminate the need for a teleservices team.

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