Sales and marketing directors may be reluctant to relinquish control when outsourcing business critical functions like inside sales. Is it really possible for an external agency to know enough about your organisation to deliver an inside sales job effectively?…
IT marketing is aligning ever more closely with sales in an effort to generate measurable results. The criteria for measuring marketing success have changed significantly over the decades. In the past, marketing was dominated by advertising, creative, and big discretionary budgets that were measured in cost per impression.…
A CEO of a software vendor I once worked for once said, when discussing Lead Generation: “Until we get an order, all we’ve done is spend money”. On the face of it, that seems like a pessimistic view, but actually it is very insightful. Every lead is a cost centre that only ceases to be so when it is turned into revenue. If this view is truly embraced by an organisation, the end-to-end process from selecting target data, generating the lead through to pitching and winning the business becomes much more strategic.…
The use of telemarketing to generate highly qualified leads for technology solutions is no doubt a mature, established approach to lead generation. True, it’s never been the coolest part of the marketing mix [that crown used to go to creative and now sits with social media] and yet it has the ability to achieve very high, demonstrable returns…