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TeleprospectingSelecting and successfully working with
an Agency that suits…..
Simon Blake
Managing DirectorJWT Worldwide Dublin Brand Activation Agency
Marketing Director - EMEAEmerson Network PowerAvocent Products & Services
Relationships
Processes Remuneration
Definitions
Tips and advice
Relationships
“An Agency deserves the Clients it has and a Client deserves the Agency it has”
Definitions
“People should decide what success means for them, and not be distracted by accepting
others' definitions of success.”Tony Levin
….or you’re fired!
Define the reason you are using an AgencyDefine the purpose you are using an AgencyDefine your expectations of the Agency Agency
Sales
Save moneySave timeFree up sales people to sell
To sellTo marketTo uncover opportunities
S M A R T objectives
Be S.M.A.R.T
MQL Criteria for leads PAIN
-Change – recent past, present, immediate future-Change – long term future (for X racks+)-Has a strong pain in an area that we can help with
CONTACT PERSON-close to pain plus chain of command -Contact details-Is ok to be called by sales or channel within 1 week
•OPPORTUNITY SIZE-More than X racks and internally managed (vs outsourced)-Rack number defines next steps
•BUDGET- Has to be there for channel leads; less relevant for others-important: Cant afford versus no budget?- allows faster processing through the channel
= Marketing Qualified Lead
‘“Everything is an experiment.”Tibor Kalman
Processes
Inquiries come in from marketing programs, events, website and other lead gen activities
Marketing segments the data into those that are from known Major Accounts and others that are not
Inquiries from MA get assigned directly to the account manager in SF.com for him to interact directly without further qualification
Non- MA get uploaded into SF.com to telemarketing for qualification; upload as „inquiriy“, Status: needs nurturing“
Telemarketing qualifies data: goal is to enrich known data profile in SF.com, identifiy direct contact details, obtain Opt-in, identify number of racks and MAIN pain.
Pain is identified, number of racks and contact details are known; telemarketing gives leads to TAM if more than 25 racks
No relevant pain identified and less than 100 racks;; lead remains in needs nurturing status with telemarketing; if above it goes to TAM
TAM keeps accounts that interest him and qualifies these further; if not relevant he returns to telemarketing OR if easy opp he hands to the channel manager
Contacts below 25 racks get assigned to Channel Manager in SF and Smartch.
Channel Manager hands leads over to resellers in Smartchains tool
Telemarketing identifies contact with over 500 racks and a relevant pain; lead gets further qualified to high detail and handed to area director; he decides if he gives it to TAM or MAM
Monthly feedback calls with Marketing on quality and results of handed over leads and on the marketing influence on MAMs
Channel Manager manages leads in the tool and feedback; updates SF.com with opps
Opps qualified in direct talk at events get assigned directly to the TAM if requested
..if all leads go to Teleprospecting
..the system requirements you need your agency to use (eg SF.com)
..your criteria for MQL acceptance.
..the acceptable grounds for lead rejection
..who is responsible for the acceptance of an MQL and in what time frame
..what happens to rejected and non qualified leads
..if you have a review schedule for leads with your agency
Your process should answer…
Our sales processProspecting entry point
Shifting buyer concernsLe
vel o
f im
po
rtan
ce
Time
Phase 1 Phase 2 Phase 3
Needs
Cost
Solution
Risk
Determine needs Evaluate alternatives Evaluate risk
Needs
Cost
Solution
Risk
Remuneration
An Agency appraisal is where you get together with your agency, agree what an outstanding part of the team they are,
how much their contribution has been valued, what massive future earning potential they have and,
in recognition of all this, would they mind having their fees halved.”
Theodore Roosevelt
Decide what investment
makes sense.
Negotiate and re-negotiate.
Fix the contract in writing.
Do not settle on a
compromise
‘The workhorse’
• Fixed day rate per agent
• No performance based incentives
‘The Journey man’
• High day rate per agent
• Minimal incentive for performance
‘The Eagle’
• Minimum day rate per agent
• High performance based bonus to encourage over delivery
Sample models
Tips and advice
“The more involved people become in the cause, the more personal and financial resources they
will commit.”© Tarnside Consulting 2005
Involvement
Good cop / Bad cop
Three things learned
1. Define the purpose of why you are using an Agency
2. Define the criteria you will evaluate and pay them on
3. Review, review, review