Appointment setting success establishes TTMC as a trusted partner and flexible, fully integrated sales resource for True Group.

True Group, founded in 2012, is an energy and sustainability consultancy working with enterprise organisations across the UK and Europe. With a mission to save £2bn in energy costs and 2 million tonnes of CO₂e for its customers by 2030, the company supports businesses in reducing energy costs, boosting profitability, and investing in sustainability with confidence. The consultancy operates with a core emphasis on transparency, delivering its services through a proprietary SaaS platform.

Campaign objective and project background.

True Group recognised that they could not meet their objectives and ambitious growth plans by expanding their internal sales team alone. Lengthy recruitment cycles, high churn, and challenges in finding and retaining the right skills limited their ability to scale at the required pace. They needed a partner who could bring flexibility, proven expertise, and the ability to adapt quickly—while integrating seamlessly with the internal team.

The goal was not simply to outsource lead generation, but to establish a collaborative, scalable partnership that could evolve with the business and become a fully integrated sales function. To identify the right partner, True Group assessed multiple agencies, but The Telemarketing Company’s (TTMC) proposal and initial interactions stood out. Their experience in the energy consultancy and SaaS space, robust analytics and reporting capabilities, and the quality of their people made them the natural choice. An on-site visit by the client reinforced that TTMC’s culture, adaptability, and operating model were the perfect fit.

Project execution

Following a detailed briefing, TTMC launched a targeted outbound telemarketing campaign to engage enterprise-level organisations across high-energy-consuming sectors, including manufacturing, food production, hospitality, rubbers and plastics, and metals and castings.

The initial campaign targeted three core customer personas—Finance, Procurement, and Sustainability—each with tailored messaging. Finance professionals were engaged around profitability and cost control; Procurement teams were addressed on market volatility and complexity; and Sustainability leads were targeted with investment readiness and measurable carbon impact.

As calling began, it quickly became clear that True Group’s sustainability message powerfully differentiated them in a crowded and competitive market. TTMC, working in close consultation with the client, pivoted rapidly to focus primarily on the sustainability audience. This shift was enabled by the agency’s ability to flex its approach and trial different profiles of agent to find those best able to connect with this group and communicate benefits effectively.

Following the pivot, performance accelerated, and appointment bookings quickly began to exceed targets. The campaign approach evolved so that sustainability was used as the ‘hook’ to secure interest, with True Group’s internal team introducing the full breadth of benefits to the prospect during the sales meeting.

The partnership was built on open, two-way communication from the start. True Group visited the agency regularly to sit with the team, coach agents, and help them get up the learning curve on the brand and proposition. They had direct access to agents to provide feedback on calls and potential streamlining of processes such as refining the flow of appointment booking. TTMC agents, in turn, attended sales appointments to deepen their understanding of the proposition and gain insights from the field to inform their calls. Feedback, both positive and constructive, was welcomed as an opportunity to enhance the approach. TTMC’s real-time reporting portal provided full visibility of campaign activity and results. This visibility, combined with open, transparent dialogue created a strong foundation for sharing best practice, aligning messaging, and ensuring the approach was calibrated across both teams.

The collaboration has become increasingly integrated over time. The agency now works as a genuine extension of True Group’s internal team, with plans to go further. The next phase includes an intensive training programme for agents to strengthen their expertise—not just on sustainability but also on the wider financial and commercial value proposition. This will enable TTMC to take prospects further along the buying journey to mirror the internal sales function, whilst retaining the flexibility to test and optimise processes without the operational risks of managing all resource in-house.

Results

Built on openness, flexibility, and integration, the campaign has quickly evolved into a trusted partnership. Early agility—pivoting to a sustainability-led message and trialling different agent profiles—unlocked higher engagement and drove appointment bookings beyond target. Over time, TTMC has become a seamless extension of True Group’s sales team, delivering both immediate wins and a scalable model for growth.

The campaign has:

• Met and exceeded decision maker engagement and ‘sat’ meeting targets.

• Proven telemarketing as an effective new channel for sales growth.

• Established TTMC as a flexible, high-performing sales resource.

• Delivered valuable customer and market insight to feed future strategy.

• Established a fully integrated, trusted client–agency partnership.

Looking ahead, both teams are working to deepen systems and process integration to streamline the sales journey further. Building on early success in sectors like breweries, castings, and holidays, TTMC will expand their remit to target these high-value opportunities more broadly. Through intensive training and continued collaboration, TTMC will broaden their pitch and position themselves as a flexible, fully skilled, and integrated sales resource—equipped with the knowledge, capability, and cultural alignment needed to support the entire sales process.