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Telemarketing Software: Streaming Real-Time Sales Data is the New Normal

November 17, 2011
By David Sims - Telemarketing Software Contributing Editor

Ken Murray (News - Alert) is one of the more insightful and delightful sales and marketing pros to read. His advice is spot-on, larded generously with war stories and entertaining anecdotes.

Recently he wrote of how, not so many years ago, “we would click on a few icons, wait for a report to generate, review the report and feel pretty good about the control and speed we had over our data, salespeople and results.”

Yes, we know you’re laughing at those bygone days as well. As Murray notes a bit wistfully, friends, “in a world of instant gratification, reports seem like yesterday’s news. Today, we want live streaming stats, and we demand that our sales software provides them.”

What it’s come down to is this, Murray says -- “if your lead management, telemarketing, prospecting or inside sales software can’t tell you instantly and at a glance exactly what is going on with your leads, campaigns and sales team, you may be missing big opportunities and wasting your hard earned capital.”

That’s because today there are simply too many great software choices that can do that, specifically stream the results of each and every call by salesperson, lead source and campaign. It’s what people simply expect nowadays. That’s the norm, the baseline functionality.

Of course Murray has the experience to know the other side. “I often hear the following question: What about paralyses by analysis? Isn’t real time data just another distraction?”

Yes, if you let it. If you don’t know how to use the data. Hey, as Murray says, it’s not just real-time streaming --  “any data or report can distract you, but I live in a world where knowing is better than not knowing, and knowing today is better than knowing tomorrow; and knowing now gives me the opportunity to take action now.”

Using one of Murray’s examples, let’s say you’ve started a new campaign, and bought an expensive list, launched a new marketing campaign driving inquires to your website and sales team. You have callbacks on prior campaigns and prospects to follow up on. If you have real time stats with all this, then your sales manager can see how each campaign is performing by any of a number of metrics -- by lead source or type, team or group, conversion rates or any other metric you with.

Your sales manager can also track by a summary of sales calls by call results, compare individuals to the group and spot coaching needs -- “before it is too late.”

In summary, as Murray correctly notes, having data in real time as it happens “allows the sales manager to make real decisions that can expedite the success of one campaign and mitigate the losses of another.”

Let’s see your periodic reports do that.

David Sims is a contributing editor for TMCnet. To read more of David’s articles, please visit his columnist page. He also blogs for TMCnet here.

Edited by Juliana Kenny