Field Marketing Support
Requirement
A telecommunications company called McKinley Marketing Partners and requested a team of four Interim Marketing Managerssm (IMMs®). Three were to act as field marketing specialists to maintain a strong and positive presence for a leading product in assigned regions and the fourth was to develop and manage product and process strategies as they related to the sales force. This work would be completed based on corporate direction and feedback from the field marketing staff.
Solution
Reporting to the director of customer acquisition, three IMMs provided support and promotional consultation to call centers for the launch of a new product and the national re-launch of an existing product. This included creating a project timeline, training sales teams, developing niche marketing events, and developing standardized processes for project evaluation and implementation. The fourth IMM developed the structure and wrote a training document for six telemarketing vendors and more than 500 contractors. She created training guides which were comprised of base product information, product strategy and positioning, a glossary of terms, and creative exercises to reinforce the material. She also developed modules for specific campaign positioning for the outbound/inbound telemarketing and direct response channels.
