Training

Qualifa

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Qualifa, traditionally generate qualified leads using outbound marketing. They host content (white papers etc) online and then use their multi-­lingual onshore call centre in the UK to profile and qualify opportunities. They provide real-time delivery of leads through to client CRM and Marketing Automation systems such as Salesforce, Eloqua, Marketo and more.

Setting up an entirely new Delegate Acquisition team within Qualifa had been a challenge for the internal team given that this had not been the core focus of the business.

The skills required to convert leads to paying customers instead of traditional data capture was a challenge for their internal capabilities.

 

Tasks

  • Assess internal capability
  • Devise and deliver a concise training programme for 4 reps
  • Implement measurement framework
  • Create and roll-out incentives to promote the right behaviours
  • Design and train the team on Pipeline management

 

Results

  • Within 6 weeks, average team closing ratio increased 700%
  • Qualifa management team continue to use incentives/gamification which has had positive impact on team morale and performance
  • Improved staff performance has lead to business case to grow team and support Imago (parent company) on wider delegate acquisition projects
"I've been having regular meetings with the team and it's been great seeing their progress. We've also got better tracking in place now and have improved various other aspects of the approach. So all in all, it's going well and it's been a great experience..."
"Since your sessions, the team have certainly kept up momentum and have been generating more and more registrations for our event as time has passed. We had an aggressive target of 500 registrations over the last two weeks of the campaign and due to the success of our existing team, we were able to justify the addition of two team members who hit the ground running. The poker chips incentive went down extremely well and the team seriously got into it. As their approach improved, we increased the number of inbound calls off the back of voicemails being left and emails being sent (The phone has rung twice while I've been typing this!). I've been having regular meetings with the team and it's been great seeing their progress. We've also got better tracking in place now and have improved various other aspects of the approach. So all in all, it's going well and it's been a great experience working with you."
David Harris Event Project Director Qualifa Brighton, UK

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