Double-Check Lead Quality with Telemarketing Audio
Are you recording the telemarking calls made by your in-house or outsourced lead nurturing team? If not, you could me missing an important resource for:
o Determining the quality of the leads you’re passing on to the sales team
o Closing the loop on what happened to those leads
o Settling any arguments between sales and marketing on the quality of the leads you’re providing.
Karen Hayward, CMO, CenterBeam Inc. records all calls made during her team’s lead nurturing program. She told me that MP3 files of those recorded conversation are always handed over to the sales team as part of their pre-call research for following-up on qualified leads, so the sales rep can hear the nuances of the prospect’s needs and interests.
But this year, she also used those recording to double-check her team’s efforts to deliver high-quality, sales ready leads. She recently spent a few hours reviewing 91 qualified leads handed over to her sales team during a four-month period. By reviewing each lead’s score and listening to the calls made by her nurturing telemarketing team, she was able to confirm that her team was in fact holding up their end of the bargain:
- Out of 91 leads reviewed, Hayward and her CEO agreed that 90 were qualified, sales-ready leads.
- Only one was deemed iffy by the CEO.
So don’t overlook the importance of audio-files as a key piece of your lead scoring analysis.