Vocalocity, the leader in Voice over Internet Protocol (VoIP) phone services for microenterprises, called onMarketo to help develop a closed-loop process between marketing and sales. The company needed a wayto connect the two departments to revive old leads and generate a better return on their investment. WithMarketo campaigns running on autopilot and enabling a seamless lead recycling process betweenmarketing and sales, Vocalocity is now converting more leads into opportunities and closing more deals.
Vocalocity Customer Success Story
Voice over InternetProtocol (VoIP)
Align sales and marketingdepartments
Revive old leads for better ROI
Help sales prioritize and focuseorts on best leads
The Solution:Marketo Lead Management
Vocalocity considered a number of vendors when looking for the rightmarketing solution to help reviveand recycle leads, and thecompany trialed three productsthrough demo accounts.Ultimately, Marketo stood out fromthe other vendors for its vision,ease-of-use, functionality, andability to support a seamless cycleof leads between sales andmarketing.
Improved sales and marketingalignment with seamless processfor reviving old leads
Increase in company revenuereects increase in bothopportunities and closed deals
Easy automation saves time andmoney
Unlike many companies whose marketingdepartments struggle to deliver high-quality leadsto sales, Vocalocity receives thousands of high-quality leads that are immediately ready tospeak with sales. However, what seems like a salesteam’s dream has a caveat: Vocalocity’s leads onlyremain “hot” for a very short time. The leads godirectly to sales as soon as they come in the door,so the sales team is immediately the owner of theleads. With new, hotter leads arriving regularly,good, “older” leads were being left behind. Tomake matters worse, marketing had a verymanual, time-consuming follow-through process,so leads that went cold died on the vine.“We’re dierent from many companies in that ourleads go directly into salesforce.com,” explainsDavid Politis, executive vice president and generalmanager, who manages both sales and marketingat Vocalocity. “But once the leads are with sales,they become neglected by marketing. We realizeda lot of our leads were falling through the cracksbecause we didn’t have a seamless process forrecycling leads from sales to marketing and back.”Not only was Vocalocity losing track of leads bymanually pulling cold leads out of Salesforce, butthe company also needed a better way to followup with these prospects. “With the program weused before, everything was much more manual,”recalls David. “We had to take the leads out of Salesforce, then we’d send an email blast, andthen we would put the leads back into Salesforce.But we were just sending out our monthlynewsletter, and we needed a nurturing process toactually revive old leads.”Further, because leads stayed with sales even aftertheir moment of opportunity had passed, oldleads stacked up without the sales teams having apractical way to follow up. “Sales had so manyopportunities, but was never sure how to segmentand whom to target,” says David. “They don’t havetime to call thousands of people, and we had a biggroup of leads with no way to dierentiatebetween them. You could decide to target theleads with the biggest dollar amount rst, but thatwon’t always give you the best results. Or youcould choose to go after the prospects that hadmost recently been contacted, but that wouldn’tnecessarily give you the best results either.” Thecompany needed a way to prioritize leads so thatits sales teams could follow up in a way that wouldnot only be most ecient, but would also yieldbetter results.Leads falling through the cracks, no systematicfollow up, and sales teams with no way toprioritize leads – these all contributed to thecommon problem of disconnected marketing andsales organizations. David comments, “It was ahuge challenge for us to coordinate the twofunctions – making sure qualied leads deliveredto sales were recycled back to marketing if thedeal doesn’t close, and returned to sales at theright time – and this is an issue that a lot of businesses face.”
Founded in 2003, Vocalocity is the leader in Voice over Internet Protocol (VoIP) phone services formicroenterprises, businesses with fewer than twenty employees. The company’s primary oering,VocalocityPBX, is a hosted service that provides the benets of traditional phone services without any of thehigh costs, demands for technology sta, and management headache.
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