Question

Topic: Research/Metrics

Telemarketing Stats

Posted by Tatyiana on 9/26/2008 at 1:24 PM ET 125 Points
Hi all
I am looking to build a telemarketing case for my marketing budget 2009. Do you have any ROI stats on telemarketing campaigns, specifically in enterprise grade software solutions?

I am looking or things like:
# of calls for # of first appointments - percentages
# of those that have turned into sales.
Demographics of who is buying with a tele-campaign

And any other very compelling messages about telemarketing for large software solutions.

If you do not have any, can you point me in the right direction? Also, can you include the source of the stats?

Thanks!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 9/27/2008 at 8:20 AM Accepted
    There's no one statistic that fits all. It's based on the quality of the script, the offer, the target market, etc. Here are some resources:

    https://www.dialamerica.com/Corporate/outboundcasestudies.asp
    https://jobfunctions.bnet.com/Marketing/Market+Research/Telemarketing/
    https://www.marketingsherpa.com/telemarketing-category.html#
    https://www.marketingprofs.com/3/stroll5.asp
    https://www.marketingprofs.com/3/tillinghast27.asp
  • Posted by steven.alker on 9/29/2008 at 1:29 PM Accepted
    Dear Tatyiana

    Jay’s correct about there being no single source. If you can attract her attention (Perhaps by a direct email) one of the most experienced tele-sales and telemarketing members here is Carol Blaha – drop her a line if she doesn’t spot this.

    Sadly our great resource on telemarketing, telemoxie, is still recovering from a very serious accident and it is at times such as this that we all really miss him.

    As a matter of interest, once you define your objective, your market, the target recipient and the sector for a campaign, any credible telemarketing company will be able to give you estimates for the figures you seek. The best will be prepared to commit to them as targets, but with a number of caveats.

    It would be useful for any further answers here were we to know your industry and the sector you wish to target. One of mine, CRM is abysmal for an amateur telemarketer, but can return up to 5% of contact calls being converted to viable qualified leads when the same job is tackled by a skilled professional. On the other hand, another area, Sales Forecasting, produces amateur results which are almost of an order of magnitude better.

    Best wishes


    Steve Alker
  • Posted by Tatyiana on 9/29/2008 at 1:40 PM Author
    Thanks, guys.

    I have contacted Rainmaker to see what they come up with and I have put out a few other feelers. It seems to be a one that people are reluctant to out a number to.

    We are technology suppliers for direct store delivery and route accounting markets. So those guys that you see in the grocery store stacking the shells with potato chips... the handheld they are using... we supply the software for the handhelds.

    It is a long sales cycle and a large expenditure for our clients. I would like to get an appointment setter in here so the 3 sales guys can focus on their funnels and working the sale, not filling it with first appointments. As it is right now, marketing forwards leads that are gathered from shows, inquiries, association lists, etc. and we keep them on our outbound communciations.

    The sales guys get comped on making their calls as part of their package but they are not interested in that at all. So if I can show a decent ROI expectation, it would be helpful to have some stats to back it up.


    I have seem anywhere from 2 -5% depending on the campaign and how well it is run with additional campaigns running concurrently.
  • Posted by steven.alker on 9/30/2008 at 6:49 AM Member
    One of our CRM Clients manufacture Hand held and “leave in place” digital temperature measuring devices which are used extensively by the retail food trade. They recently moved into the transport side of the business, which is harder to crack, and a more taxing environment and more taxing application.

    Their products can have a short sales cycle, but as you move up in volume and in complexity, it extends to about 12 months. The transport side is particularly difficult as many have tried and few succeeded in providing a product robust enough to survive truckers.

    Entry into the latter market was by push and pull. The Pull was provided by a PR blitz of the trade press – easy to organise as the product could be construed to be novel. Telemarketing was tried to secure initial appointments (With 60,000 accounts and 240,000 contacts, there’s no way a sales team of 10 was going to do this, even if they concentrated only on the best opportunities by profile)

    Getting a contact call was higher than usual – about 50% got through due to the interesting sounding product and application. Agreement to receive literature was nearly 90% of those contacted. Contacts agreed to an appointment with some 20% of those who received literature and the rest is commercially confidential as well as on-going. That’s about 9% of all calls resulting in positive sales activity, including “Failure to contact calls” or 18% of those where the contact was spoken to.

    This may be analogous to your situation or a red herring statistic. The product “sounded” as though it had a strong potential application to the person called.

    Best wishes


    Steve Alker
    Xspirt

    PS Run this from and record your results on a CRM system or you will never know how you are doing, what you are doing or what you need to do next!!
  • Posted by steven.alker on 9/30/2008 at 6:52 AM Member
    Whoops Tatyiana - I posted the last comment into the wrong question.

    My apologies


    Steve
  • Posted by steven.alker on 9/30/2008 at 6:53 AM Member
    Whoops! X 2

    No I didn't!

    Lord forgive me - tax returns addle the brain

    Steve
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