How to measure a telemarketing campaign’s success

How to measure a telemarketing campaign’s success

OABPO Blog Team Published on June 4, 2014

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Measuring the success of your telemarketing project should depend on a thorough assessment using methodical questions that you can gradually develop from simple tools. And the initial step of the assessment is identifying the type of telemarketing campaign you are executing.

If the project’s main objective is to generate leads, you must ask if you are gathering enough data. For sales campaigns, the question to ask is whether or not you’re promoting your goods effectively. If the campaign is an outbound one, the assessment should revolve around the people and entities you’re calling. If the project you launched is for inbound sales, then you should pulse the frequency of calls you receive, as well as the profiles of those making the calls.

Define your KPIs

After determining the core activities of your campaign, you can now define your key performance indicators (KPIs).

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The KPIs will depend on the objectives and the data you possess, so the indicators can be different for each campaign. There are, however, basic KPIs that could be common among lead generation, sales, outbound, and inbound campaigns. Some of them are:

• Conversions

• Follow-up calls

• Data gathered

• Number of calls made/received

These KPIs are easy to measure, but others, such as the sentiment of the caller, the impact of the call, and the likelihood of future actions, can be trickier to track. Answering these bigger questions early on can make the measurement of softer KPIs easier.

Contextualize the KPIs

The next step after defining the KPIs is to extract meaning from the measurements, which can be done in these ways:

• Compare your current telemarketing activities to the efforts of previous campaigns. By doing this, you get a clear insight of your campaign’s progress.

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• Balance sales made and leads generated during the campaign against the levels before the campaign’s launch. This will help you measure your business’ overall performance against a wide background. Also, you will be able to discover useful trends for future campaigns by comparing conversions rates before, during, and after the telemarketing project.

• Define return-on-investment to directly pin the marker of success on the campaign itself.

Once you have assessed your campaign’s performance, you need to use the findings effectively to further define your company’s requirements for success. This means that whether the results of the evaluation came out negative or positive, you should come up with a course of action to achieve progress.

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