Telecommunications

A telecommunications company requested a team of four Interim Marketing Managers^sm (IMMs^®)- three to act as field marketing specialists maintaining a strong and positive presence for a leading edge product in assigned regions, the fourth was to develop and manage product and process strategies as they related to the sales force, based on corporate direction and feedback from the field marketing staff.

Solution
Reporting to the director in charge of customer acquisition, three IMMs provided support and promotional consultation to call centers for the launch of a new product.  They also managed the national re-launch of an existing product, including the project timeline, teams and sales training; managed the development of niche marketing events; and developed standardized processes for project evaluation and implementation.  A fourth IMM developed the structure and wrote the participant and facilitator's training document for six telemarketing vendors and more than 500 contractors.  She created the participant's training guides, which were comprised of base product information, product strategy and positioning, glossary of terms, and creative exercises to reinforce the material.  She also developed modules for specific campaign positioning for the outbound telemarketing, inbound telemarketing, and direct response channels.