Success is generally a
function of all of the following to some degree:
- The
compelling nature of your proposition in general
- The
compelling nature the message in this campaign
- Awareness
of your organisation and your brand/Relationship with your
organisation
- Market
demand, relevance to this market and propensity to buy such
solutions (what % would ever buy any such solution, for
example?)
- Lifecycle
for review and procurement of such solutions (affects the overall %
level of demand at any one time)
- The
seniority of your target audience (e.g.: C-level = lowest call
success rate in any market)
- The
industry sector your are targeting (C-Level targeting in Global
Banking or Pharmaceuticals for example, will generate lowest
‘hits’ in almost every campaign)
- The ease
with which the key decision-maker can be identified(is it a clear
cut title to be targeted in every case)
- The
quality (accuracy, validity and comprehensiveness) of the contact
data we use as a starting point
- The
timescales (preparation time and duration time of the
campaign)
- The time
of year (in terms of holidays, weather etc)
- The
budget available
- The level
of skill (sales, navigational, technical, procedural) of the lead
originator
- The
relevance and impact of any fulfilment material
- The time
takes to fulfil and follow up on every contact
- The level
of dialogue with the originator of the opportunity and the
‘catcher’ who then progresses the sale.
-
…and of course, good planning and project management!
1. Introduction:
