B2B-Telemarketing Model for an International IT-Company
Korhonen, Joonas (2014)
Korhonen, Joonas
Karelia-ammattikorkeakoulu (Pohjois-Karjalan ammattikorkeakoulu)
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201402172356
https://urn.fi/URN:NBN:fi:amk-201402172356
Tiivistelmä
This project aims at developing a functional and practical business-to-business (B2B) telemarketing model for the case company and exploring the state of B2B telemarketing as a direct marketing channel. The current state of B2B telemarketing was found to be extremely healthy, widely used and as a viable option among other direct marketing channels.
The implementation of the project consisted of interviews with the company’s sales managers in order to realize the current situation of telemarketing in the company. It was found that the sales managers are extremely occupied, and a reorganization of telemarketing and other tasks is needed. Included is also a discussion of the cross-cultural aspects of the project, the most important factor of these being the language used.
The decided outcome of the project was forming two different telemarketing models based on the case company’s needs and supported by the fundamentals of telemarketing. The telemarketer model is solely dedicated to the cold calling purpose. The sales assistant is a more complex model which would combine cold calling with sales assistant work such as handling web-leads, small account management and order processing.
The implementation of the project consisted of interviews with the company’s sales managers in order to realize the current situation of telemarketing in the company. It was found that the sales managers are extremely occupied, and a reorganization of telemarketing and other tasks is needed. Included is also a discussion of the cross-cultural aspects of the project, the most important factor of these being the language used.
The decided outcome of the project was forming two different telemarketing models based on the case company’s needs and supported by the fundamentals of telemarketing. The telemarketer model is solely dedicated to the cold calling purpose. The sales assistant is a more complex model which would combine cold calling with sales assistant work such as handling web-leads, small account management and order processing.