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Case Study - ChannelMarkClientOur client develops and supports accounting, HR/Payroll, fixed asset and business management software solutions for over a million small to mid-sized businesses and organizations in the U.S. Combined with its U.K. parent company, it is ranked among the top 10 software companies in the world by BusinessWeek Magazine. Objectives Our client wanted to provide its authorized channel partners with highly qualified sales leads to increase their revenue potential. The purpose of the program is to provide our Corporate Sponsor's channel partners with marketing support and to identify and qualify potential leads as well as to generate awareness of our Corporate Sponsor's business management software solutions. It combines innovative direct marketing strategies augmented by highly seasoned and professional Inside Account Representatives who make proactive outbound calls into targeted markets using "best practices" in sales lead management. This service allows our Corporate Sponsor's channel partners to focus valuable resources on closing qualified business opportunities rather than qualifying prospects. There are bundled packages from which the channel partners can choose that offered a guaranteed number of qualified leads. It's a turnkey marketing solution that allows for easy enrollment and information access via an online portal. Colwell & Salmon takes care of every component from List Development, to execution of the Lead Generation initiative to web-based Lead distribution and Reporting on a real time basis. An additional benefit, the channel partner knows the exact number of qualified leads they'll receive within a specified time period, based on the bundled offering they choose, allowing for accurate sales forecasting. The target audiences were people who were responsible for making the decision with respect to purchase of IT software in the areas of Business Management, HR/Payroll, or CRM on behalf of their organization. Achievements a). Met 90 day deadline on Productivity (cost per lead) and Quality standards. b). Colwell & Salmon has developed a unique, turnkey channel lead generation program that provides various bundled marketing and sales offerings that are basically "hands-free" for the channel partners, enabling them to close sales vs. qualify prospects, demonstrate Channel Support, and effective Lead Management and Alignment through a structured program. c). Have supported a minimum of 250 Channel Partners with this program. d). Have minimally met a lead to sale conversion rate of 10%. |
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