Ascom Case Study

Project execution

The client provided a detailed briefing to the calling team, highlighting the priority to focus on well-qualified, insight-rich appointments, rather than high volumes of calls alone. The briefing covered the client’s target markets, prospect pain points, challenges its solutions addressed and the criteria each meeting needed to meet. The objective was to identify genuine sales opportunities to be worked by the internal team, enhanced with rich, accurate prospect insight.

Getting the foundations right was essential and quality was embedded across all elements of delivery from the outset. TTMC sourced targeted data through its specialist network of trusted providers and through Cognism, its sales intelligence platform, focusing on enterprises in manufacturing, food and beverage, chemical and pharmaceutical sectors, as well as four- and five-star hotels. Working to strict qualification criteria, agents booked Teams calls directly into BDMs’ calendars, according to their geographical sales territory.

Open questions helped uncover specific operational challenges and establish where Ascom’s solutions could add value for each individual. Agents tailored conversations, aligning profiling questions and positioning benefits based on each individual and the needs of their sector. For example, discussions with manufacturing prospects explored lone worker safety, critical alarms and ATEX or COMAH health and safety requirements, while conversations with hotels considered staff communication, guest satisfaction and plans to migrate telephony to Microsoft Teams.

Qualification was central to the process. Agents looked for a clear business need and the appropriate buying authority, while recognising that senior influencers could also provide access to qualified decision makers. Before leads were released to the client, they were checked against the agreed qualification criteria, helping ensure that meetings were relevant and represented a genuine sales opportunity, rather than simply an interest in the technology.

The team also captured detailed prospect insight alongside generating appointments, updating contact and company records to strengthen Ascom’s database and understanding of its target market. Profiling covered areas such as current communication systems, lone worker risks, voice coverage, critical alarm monitoring and future telephony migration. Call recordings, response analysis and leads notes were shared, equipping BDMs for more informed follow-up and increasing their ability to convert.

TTMC took a proactive approach throughout, continually reviewing and optimising its performance to ensure the campaign delivered the quality of results needed. Early reviews helped address issues quickly, while ongoing call analysis and client feedback informed refinements to messaging, targeting and follow-up. For example, the team identified the need for more tailored templates to support segment-specific nurture. TTMC’s Training Manager was closely involved, particularly in the early stages, helping agents build their knowledge of the brand’s specialist solutions, refine their approach and ensure messaging was accurate and relevant.

Quality assurance was built into every stage of the campaign, supported by dedicated account management and weekly review calls. Through TTMC Connect, Ascom’s stakeholders had live access to performance data, downloadable records and call recordings, allowing them to monitor activity, listen to calls and provide direct feedback to help refine the approach.