Companies engaged in a complex, business-to-business sale are now relying on “teleservices” solution providers more than ever, according to AberdeenGroup.

“With the ultimate goal of focusing their internal frontline sales people on properly identified and nurtured opportunities, Best-in-Class companies are building substantial, multi-faceted relationships with solution providers that go far beyond the simple acquisition of flat data or sales appointments,” writes analyst Peter Ostrow.

In a study of 206 companies, top performers, which were meeting 90% of their sales quota, exhibited several common characteristics:

  • 79% have formalized and direct involvement with outside vendors
  • 58% include real-time adjustment of customer messaging or strategies, directly influenced by solution provider callers
  • 63% enjoy a 360-degree vendor feedback loop arrangement including solution provider consultation on customer messaging strategy
  • 30% combine appointment setting deliverables married to business intelligence

Top teleservices firms now deliver far greater support and more valuable deliverables than at any time in the past. They are also accountable for meaningful results. As Barb Nichols, director of sales operations at Vindicia, explained to AberdeenGroup: “I treat my teleservices engagement as a marketing program, but one that optimizes the outside team as an extension of my internal group, and I hold both teams accountable to the same results-based metrics.”

What’s clear is that partners like my company are becoming much more active partners in the lead generation and nurturing process — enabling sales teams to become far more skilled and specialized.

What’s more, we are increasingly providing valuable intelligence that can both sharpen marketing messages and set the stage for more effective sales meetings.  I am constantly reviewing the results of our campaigns and the specific responses of prospects to gauge the effectiveness of our approach and course correct if needed. We also regularly research trends in our clients’ industries in order to develop messaging that is in line with current market issues and that will resonate most.

At a time when sales organizations need to accomplish more quicker and with less resources, partnering with an experienced company with proven results can accelerate the entire client acquisition process.  For many organizations today, it not only can position you for “best in class” results, it just makes good sense.