Six Sigma Strategy for Outbound Prospecting

The client is an Oracle re-seller and support specialist that has launched a campaign aimed at developing a new base of clients with a series of Technical & Functional Classes around the Latest Application Releases. The marketing initiative is facilitated by a core group of Business Development Associates. Current marketing strategies include but are not limited to: Mass Mailers and Cold Calls.

For this project we will be focusing primarily on the effectiveness of the Outbound Cold Calls as the Mass Mailers are considered a pre-requisite for qualifying potential opportunities. During the first trial months of the campaign it was determined that the initial Cold Call to a potential client rarely converted to a sale. Business Development Associates were required to complete 90 calls per day.

After a thorough internal assessment of the sales to date, it was determined that the predefined sales quota was not viable with the current process of completing 90 calls per any given day. The business process has since been adjusted to increase the amount of correspondence received by each potential client. The process adjustments have subsequently impacted the performance measure of the Business Development Associates, causing a reduced call volume and an increase in the amount of tasks entered during the same period. As such a Quasi Experimental Design has been compiled to determine the effectiveness of the new process within the current campaign.

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The primary purpose of the implementation of Six Sigma is to characterize a business process and identify areas of improvement. Once the business process has been mapped, statistically stable results can be achieved and thus reduce process variation. Visit us to understand how business process mapping is the first step to accelerating your digital marketing.

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