Customer success story

Microsoft Case Study



Over 100 lead generation campaigns successfully delivered for Microsoft’s Channel Partners.

Microsoft offer a global, structured demand generation service for their channel partners, via selected Telemarketing agencies, to create and nurture on-going sales opportunities for the Microsoft Partners’ Sales teams, driving ROI for both the Partners and Microsoft. This service is available to Microsoft channel partners through the full spectrum, from ISV partners to Enterprise and Managed Solution Providers selling or integrating Microsoft solutions or building their own solutions on the Microsoft technology stack.

Microsoft Image3 TTMC

The Partnership and Challenge

Based on its solution selling track record into SME’s, Enterprises and the Public Sector, The Telemarketing Company was selected by Microsoft as the UK supplier for Telesales services to its ISV partner channel.  Following a successful two month trial, generating demand for a wide range of Microsoft partners of different sizes and with very different propositions and markets, the engagement was confirmed.  

The Telemarketing Company built on this relationship, conducting well over 100 complex and demanding campaigns over the period of the engagement. The Telemarketing Company has also been awarded major work by three other divisions of Microsoft based on our consistent performance. Microsoft gave us the detail of each partner and after an initial conference call The Telemarketing Company worked directly with the partners throughout the campaign, reporting back to Microsoft once the campaign was completed

The approach and solution

The demanding deliverables of the partner telesales service call for a solution sales methodology to deliver high quality BANT (Budget, Authority, Need, Timescale) qualified sales leads and sales opportunities. 

The Telemarketing Company uses highly skilled and trained unscripted agents to engage senior business decision makers in productive dialogues.

To augment our in-house skills, Microsoft delivered product training and support to The Telemarketing Company’s large B2B demand generation team.

All results, notes and qualifying questions were manually quality checked to high standards by our Account Managers using our call recordings, before release to partners.

The criteria and objectives differed for each campaign and are agreed with the individual ISV Partners, delivering the right kind of opportunities for their sales teams to convert into business.  Key performance Indicators and campaign deliverables were agreed in advance, based on the value proposition, sector, data and decision maker level.

For every partner and campaign The Telemarketing Company held repeated and comprehensive campaign reviews, proactively communicating recommendations to partners to help enhance their campaigns. In addition, all clients received weekly or daily reporting, detailed analysis and call recordings for review. 

Partners were not only encouraged to attend an initial face to face briefing session with the agents but also invited to spend as much time as they wish during the campaign with their team, a key driver of success.

“The Telemarketing Company is very easy to work with, extremely professional, friendly and honest.  They have an open sales floor policy, recorded calls, close monitoring of every campaign and always want to ensure that the customer experience is a good one.

The Telemarketing Company is very clear when communicating the expected results of a campaign, so that all parties have a clear understanding of the objectives and deliverables.  Campaign goals are jointly set so there is no misunderstanding and Partners are kept up-to-date with each campaign and its progress throughout.”

ISV Partner Marketing Manager at Microsoft

The Results

The Telemarketing Company successfully executed over 100 campaigns for Microsoft Partners, many of whom have repeatedly chosen to execute further campaigns on an unfunded basis.  The service has delivered thousands of high quality leads and appointments to partners, underpinning millions of pounds of new business revenue for the channel.

The Telemarketing Company’s relationship with Microsoft and the ISV Telesales Service has developed further to include a full range of other services, including Lead Nurturing, Value proposition consultancy and database building.

Microsoft Image4 TTMC

“The service level The Telemarketing Company offer is excellent.  From initial brief to closing a campaign, The Telemarketing Company looks after their clients well and that’s why partners will return back to The Telemarketing Company to fully fund their own campaigns as they too see the value The Telemarketing Company can deliver.

The Telemarketing Company has repeatedly shown the commitment required to make these demanding campaigns a success, going the extra mile to deliver high levels of client satisfaction.  This, I feel, shows that The Telemarketing Company really do care and want to ensure that all partners/customers have a good experience when dealing with The Telemarketing Company and Microsoft.

Through using The Telemarketing Company, Microsoft has been able to offer co-funded campaigns to partners, which are low cost, high reach and have instant results.  These campaigns have been instrumental in our marketing last year when the economic climate had declined and partners were experiencing marketing budget cuts, but we still managed to generate new business.

I would and do recommend The Telemarketing Company to partners all the time.  The Telemarketing Company can be relied upon for many reasons including a good understanding of Microsoft technology, delivery of quality results, setting clear expectations, regular communication and professionalism.”

ISV Partner Marketing Manager at Microsoft

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