Guest Post: Outbound Calling in the Sales Enablement Ecosystem

Today we’re happy to feature a guest post by Cory Bray, co-founder of ClozeLoop, a sales enablement platform designed to help companies achieve revenue and profitability goals. Bray has ten years’ experience building high-performance sales teams across multiple industries.

Cory and and ClozeLoop co-founder Hilmon Sorey are also co-authors of The Sales Enablement Playbook, now available on Amazon. Whether you’re a sales executive, sales practitioner, or a non-sales executive looking for ways to impact growth, this book will help you identify your role in a thriving enablement ecosystem.

Order your copy here!  

The Sales Enablement Playbook by Cory Bray and Hilmon Sorey

By: Cory Bray

I was recently chatting with my friend Sam (CEO of Upcall) about my new book (The Sales Enablement Playbook) and we were talking about how I view Sales Enablement as an ecosystem, not a position or department. He asked, “How do you think Upcall fits into the Sales Enablement ecosystem?” Hmmmm…great question.

After taking some time to think about his question, it’s amazing how many ways companies can augment their internal team with outsourced calling to impact results.

The Obvious: Outbound Sales Development

Remember, sales development teams are just trying to arouse curiosity…not close deals. For that reason, it makes tons of sense to augment the team when leads are in short supply…you won’t be risking quality if you have adequate training for your UpCallers. Some ideas are to focus on include:

  • Account-Based Selling: In any given account, there are possibly tens of people who could be your entry point. If they are putting off buying signals, attack the account in a week, not a month.
  • Re-Activate Dormant Accounts: Those companies who stopped responding to your AE? Let’s take another look, but let the AE focus on deals that are closing this quarter.
  • Target Medium-Priority Contacts: Let your full-time SDRs who you can coach in person handle the high-value leads, but instead of waiting weeks to get to the medium leads, get after it now!

sales, team, group, working

Inbound Sales Development: Handle Those Spikes

Have you ever received an email saying it was great meeting you at a tradeshow….6 weeks after the tradeshow? Terrible, right? Well, when there are spikes in inbound interest, there are three options:

  • Make Inbound SDRs work 80 hours a week and violate the Overtime Provision of the Fair Labor Standards Act
  • Wait weeks to follow up with leads
  • Augment the team

One option stands out from the crowd… 

Sales Development Meets Customer Success

As we describe in our book, one of the most overlooked sources of leads is employees who used to work at your customer but now work elsewhere. If they loved your product in their last job, make them an evangelist in their new job! It’s tricky to hunt them down, but it’s totally possible. Take your research and feed it to an UpCaller for a whole new revenue stream.

More Customer Success

In addition to generating leads, why not make some calls to capture:

  • Net Promoter Score: It’s tough to rely on email responses to NPS surveys. Augment them with calls.
  • End-User Success Stories: When it comes time to renew, do you have enough data to support your case? Make calls to individual end users to capture their stories, then aggregate these for renewal conversations.
  • Product Feedback: Figure out what specifically is holding you back, and take those details to the product team for consideration.

feedback, product

Based on the feedback here, you might need to tweak your product, target market, or selling approach. All of these adjustments will seriously enable the sales team moving forward.

So Much More…

These are just some of the ideas that came to mind, but depending on your business, there are probably several additional applications.

Get more leads. Get better leads. Figure out why the leads you’re getting aren’t converting. Understand customer satisfaction levels and address any options. What’s not to love here?

It’s pretty cool how many places UpCall fits into the Sales Enablement Ecosystem!

How Do You Measure a Call Campaign’s Success?👌

At Upcall we’re always happy to bring on new and better features to elevate the outbound calling experience. See how you can take advantage of our new options to run a call campaign, and become a pro at managing one!

How you can measure and analyze your call campaign like a champ?

When it comes to outbound call campaigns, the key is understanding all the different levels of performance. You have to be focused on your final campaign goal, whether it’s the number of appointments set or the amount of insights collected. But that alone won’t get you there. Knowing that every step in between plays a significant role will ultimately help you reach your goals.

Upcall was created to empower professionals in marketing, sales and even those working independently to effortlessly run a call campaign. But accurately evaluating just how well a call campaign performs is a little less simple.

No worries — we’re here for you. Read on for some guidelines to help you become a pro at interpreting call campaign results.

We’ll split call campaign performances into 3 categories:

  1. Contact List performance
  2. Dialing performance
  3. Calls Quality performance

Contact list performance:

As we always say, a good campaign starts with a curated contact list. Think of it as an old-fashioned mailing campaign — if you don’t have the right mailing address, you won’t have much success.

On Upcall you can check contact list’s accuracy by comparing the number of valid contact numbers in the list to the total number of contacts you’ve uploaded.

A few tips to keep in mind to make sure your contacts are reachable:

  • Scrub your list to exclude DNC contacts.
  • Make sure that you meet compliance for calling cell phones. Some call centers use robocalls or auto dialing technologies that prevent you from calling a cell phone.

Good to know > Upcall doesn’t use robocalls or prerecorded messages (TCPA). We comply with all call recording practices and use click-to-dial technology. That means cell phones are no problem for us. 📞📲

Dialing performance

Once you have a reliable contact list, the next step is figuring out the best ways to actually have them pick up the phone.

Good to know > At Upcall we use the click-to-dial technology to call cell phones and deliver qualitative calls over quantitative calls. No robots here. 🤖 Your contact will never pick up and hear that annoying *beep beep* or delay before they hear the agent’s voice. It’s just like a real human calling another human, the way phones intended.

Below is a graph illustrating how Upcall reaches out to your contact. Think of “Answered” as the equivalent of an “Open Rate Ratio” in the emailing industry.

call campaign outcomes

A few important things that could have an impact here:

  • Calling Hours: Contacts are called during business hours from Monday to Friday, 8am — 6pm, in respect to authorized calling times. Calling all over the map? Good to know> At Upcall we have an automatic timezone detection and also exclude local holidays and curfews.
  • Saturdays: Depending on the contact you’re trying to reach, it might be worth calling them on a Saturday. Good to know> With Upcall, Saturdays are an option.
  • Caller ID: This is the phone number your contact will see on their phone. For some campaigns it might be beneficial to use your own phone number or a Local Caller ID (Good to know > With Upcall you have all the options > more info on that here).
  • Voicemail: This is a great option when you just need to deliver a message. If you prefer to reach out directly you can set up to 5 attempts, and even change the timing between dials.
  • And coming soon to a dashboard near you: Sequencing and the option to leave a voicemail after [x] amount of attempts!

Calls Quality performance:

All successful campaigns have one thing in common: a quality call. But what’s the secret to a quality call? Does it depend on the experience of the caller? Does it matter if the lead is hot or cold? Is the script actually the only thing that matters?

In reality, there’s no one variable entirely responsible for a successful call. An award-winning script that converts 90% of leads is worthless if you have the wrong phone number, after all. It’s a mix of everything. So, where to begin? Understanding your lead’s journey from prospect to happy customer is a great starting point.

If you know what touchpoints your customers need to convert, you can design a campaign (or set of campaigns) to help foster those prospects from one stage to the next. Knowing what needs to happen to move someone forward is a blueprint for the perfect script. This perfect script will indicate what kind of skills and experience you need in a caller.

Good to know> Upcall only works with the cream of the crop — the top 3% of agents who apply to our platform. We then match campaigners needs with our Upcallers’ skills and expertise.

Upcall provides several key indicators to help you directly measure call quality performance on your dashboard:

  • Goals reached and number of successful calls
  • The accuracy and adherence to the script
  • Voice recording and much features

Discover it all here.

Want to know more about smart outbound call campaigning, and want to launch your own? Follow the steps here at Upcall.