In a recent webinar, Pete Gracey, Chief Operations Officer and co-founder of AG Salesworks, shared valuable information about the benefits of having a call plan, and having sales and marketing in communication around it. Here are some of the highlights:
What: Defining “Call Plan”
AG Salesworks defines a call plan as “a regimented and formulaic approach to the management of outbound activity to ensure the fastest time to first conversation and qualification.” A call plan includes outbound phone activity coordinated with emails that are sent to potential customers; it can also include strategic Outlook or Google calendar invites.
Why: The Reasoning Behind Putting a Call Plan in Place
Call plans confer strategic benefits, allowing you to:
- guarantee coverage of all MQLs
- impact your SQL rate positively
- validate scoring system assumptions
- ensure more pipeline from your efforts
The proof is in the performance. AG Salesworks surveyed 145 tech organizations that sell to B2B and asked them about their teleprospecting efforts. Overall, organizations with a call plan tended to preform better than those without.
How: Call Plan Metrics to Monitor
When it comes to determining the success of your call plan, Pete suggests monitoring a number of metrics including:
- Your Connect Rate, or your call-to-conversation ratio. If your plan is working you should be talking to more people.
- Your Lead Rate, or your conversation-to-lead rate. These are quality conversations that create leads to be passed to your sales team.
- Your Conversion Rate, or lead-to-pipeline rate. In this case you’re looking to see that the lead is validated by the salesperson and the next logical next step in the sales process is taking place. This “next logical step” could be a scheduled follow-up call for example. The idea is to look for something that indicates that the lead has been handed off and that your sales person is selling.
The Most Important Piece: Sales and Marketing Working Together
As with marketing automation, marketing and sales alignment is critical to the success of a call plan. According to Pete, marketing and sales closing the loop is important because it allows organizations to:
- drive accountability up and down the funnel
- force interaction on both sides of the aisle
- attach real-time ROI to your marketing campaigns
- increase forecast tracking
What happens if you don’t have a closed-loop process? The following graph shows how results are impacted when a formal process isn’t in place.
Interested in learning more about how techniques like call planning combined with marketing automation lead to increased lead generation? Make sure to check out the full recording of this webinar: Best Practices for Leveraging Marketing Automation within your B2B Teleprospecting.
Does your organization use teleprospecting? Has a call plan helped increase your results? We’d love to hear about it. Leave a comment below to share your story!