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