What should you consider when outsourcing your sales and marketing activity?

For any business looking to raise brand awareness and encourage growth, a strong sales team will quickly become your best friend. But the world of sales is vastly different to what it was a couple of decades ago, the traditional hard sales tactic simply won’t work anymore. In order to reach and nurture your prospects through to close, you need to pair your sales with targeted marketing activity and offer a consultative, expert approach. So, what should you consider when outsourcing your sales and marketing activity?

For any company looking to drive ROI and gain traction, we know that there are 3 key things to consider when outsourcing your sales and marketing activity:


Whilst you may be tempted to jump in, buy data and begin calling, it is vital that you take the time to work out what specific data you want using market segmentation, i.e. industry, company size, geography, etc. In narrowing down your data, based on your target audience, your efforts are more likely to hit home and lead to conversions. With data, cleansing is key for a more personalised, targeted sales and marketing campaign – at the end of the day, no one likes, or should receive, spam.

Once your sales team have the data, we suggest that your marketing team run an introductory email pre-calling and use the report from this to further guide your sales calls, generating Marketing Qualified Leads (MQLs). For example, did people unsubscribe, open the email, or click on the content within it? In raising awareness pre and post dialling, you are more likely to see engagement with your initial and further calls – for one client, we saw a 20% increase in engagement by accompanying our dialling with an email campaign from Roots. This also works in reverse, it is vital that you use the data from your calls and feed it back to your marketing team, in doing so the data can be put to use in a nurture stream, further assisting the close of your sales.

Dialler and Pitch

Once you have quality data, and your sales team are ready to begin dialling, it is vital that they are prepared. As we’ve mentioned, the hard sales tactic simply doesn’t work anymore, especially if you’re selling high value products/services. Instead, people want to talk to an expert and be guided through the sales journey.

With this in mind, it is vital that you outsource your sales and marketing to a team/s that place an importance on training, everyone involved should have in-depth knowledge of your product/service, industry and target audience. At Air we place an importance on dialler training and encourage our clients to come to the office and assist in the training of our team, after all no one knows your business and it’s aims like you do.

From this training, our diallers will be well versed in the tone and insights needed to pitch your business in an optimal way. We don’t want our diallers to sound like robots, so we avoid implementing a strict script, however we know that our diallers need to pitch themselves as the expert in order to sell well.

We believe that through the perfect combination of data, dialler & pitch, even can make even the most difficult campaign successful.


At Air, we are lucky to have the services of an intelligent marketing team, our sister company Roots to Market, in house and fully at our disposal. If there’s one thing we’ve refined since Roots was established, it’s integration and we feel that we have now achieved that magic mix of sales and marketing.

In order to fully service our clients to the best of our abilities, we know that we all need to be working from the same page. Communication is key and both sales and marketing need to be involved at every stage, from strategy planning, to technology implementation and campaign start.

With any campaign, regular reporting and campaign catch ups should be in place to ensure that both teams are working to a common goal and completely understand how each team is working to meet your qualifying criteria. There should also be complete transparency with yourself, with sales and marketing both reporting back to you on campaign progression.

If you are considering working with a fully integrated, intelligent outsourced sales and marketing team, get in touch. Call: 0345 241 3038 or email: contact@air-marketing.co.uk

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