A leading IT services provider contacted MacGillivray and Lee and asked them to help recruit executives to attend briefings in targeted locations throughout the US. ML collaborated with the company to develop a strategy for successfully using the briefing as an effective method for building a pipeline of qualified prospects to generate new business opportunities after the event. The challenge would be getting to both the appropriate and best senior- level executive within these Fortune 1000 target accounts. The ML team realized this approach as being an effective means for "jump starting" a region and often the first step in the qualification and relationship building process. ML provided the client with a team of experienced sales people; masters at quickly and effectively getting to the key executive. Creating a positioning and calling campaign with a strategic focus of engaging the appropriate executives within an organization, the ML team successfully filled the 10 national events with qualified prospects that turned into new revenue opportunities.
The client quickly recognized the effectiveness of ML's abilities and results and expanded the team's role to be included as an integrated part of the company's sales strategy. ML migrated to identifying new opportunities, setting up qualified appointments and initiating several pilot projects. "MacGillivray and Lee's role was an essential piece of our success in helping us build awareness and jump start territories by getting qualified prospects to attend the executive briefings," the company's VP of Marketing said. "We soon realized their value in the sales process and hired them to feed our sales team with qualified prospect appointments on an ongoing basis."
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