Mapping the Teleprospecting Process into your CRM

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Mapping the Teleprospecting process into your CRM will help ensure that the process is being used consistently by all parties. You need to build a workflow that manages Marketing Qualified Leads (MQL)-to-Sales Qualified Leads (SQL)-to-the Sales Funnel process which can be easily reviewed and approved by the Teleprospecting Manager and managed effectively by the sales team. Additionally, this process ensures that your field or inside sales teams are following up on SQLs in a timely manner. Finally, you want to see which SQLs are approved by sales and then added to the Sales Funnel as well as which SQLs are rejected and sent back to Teleprospecting (for follow-up) or Marketing (nurture).

If a SQL is rejected, you need to know why. Rejected SQLs can provide important information for marketing and Teleprospecting managers. Teleprospectors whose SQLs are frequently rejected might need training. If training doesn’t help, they need to be removed from the position. Another reason SQLs may be rejected from a particular industry segment might be because your messaging is off for that target. Rejected leads provide valuable information about your employees’ abilities, messaging, sales acceptance, and targets. Make sure that you capture the reasons for rejection and use this information to continuously improve the process and skills of your team.

Capture the Right Data

When you have determined your qualification criteria, add these as fields to your CRM. Companies often have their Teleprospectors and sales teams put information in a notes section. Most CRMs have notes fields, which are unstructured text fields where data is entered randomly by reps. Reporting on this data is extremely difficult, which prevents a company’s ability to effectively gather market intelligence to continuously improve their marketing and messaging. The randomness of information creates frustration for sales teams who need to quickly assess if the SQL is viable. When specific qualification criteria are added as distinct fields:

  • Management can run reports. For example, if “Key Initiatives” is a drop down field highlighting initiatives that redirect to your solution, managers can get a sense of real key initiatives of prospects. As these may change over time, you are still able to gain insights from this data.
  • The sales organization can have a template for reviewing all SQLs. Once the sales reps get into the habit of checking the information, they will be able to easily assess the quality of SQLs prior to the first call.
  • Teleprospectors can follow the information given while using their Call Guide. This way, important qualifiers won’t be missed as they speak to prospects.
  • The Teleprospector managers can have the information at their fingertips. They can quickly scrutinize SQLs for their compliance with the qualification criteria. If data is missing, the Teleprospector can go back to collect additional details. These details provide an overview of the SQL/Company landscape and are highly coveted by Sales.

If qualification data is crammed into notes, it will be very difficult for managers to validate and quickly understand the quality of each lead. The SQL process slows down and the sales team becomes frustrated as the sales reps are required to read through clusters of unstructured data. Therefore, add the key qualification criteria into your CRM to make this process more efficient. Your CRM will become an easy to manage prospect map that your sales teams will appreciate.