Sean Donahue

Double-Check Lead Quality with Telemarketing Audio

November 5th, 2008

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.


Categories: Business To Business, Sales Lead Generation Tags: , ,

  1. November 23rd, 2009 at 18:16 | #1

    Sean, thanks for the information… if you are recording telemarketing calls do you inform the prospect you are doing so?

  2. June 14th, 2011 at 00:14 | #2

    This is very helpful indeed. Thanks for the share!

  3. October 30th, 2011 at 19:47 | #3

    Nice post. If a marketing has been outsourced to a reliable cold calling firm, it can be assured that they record every successful call. This way, their client can assure the quality of the business lead.

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