Alcatel-Lucent Enterprise (ALE) approached CPB as they needed to build a qualified sales pipeline for the Optimised Care Pathway initiative within the UK Health sector.

Alcatel-Lucent Enterprise (ALE) was looking to use an external telemarketing agency alongside its own internal resources to better increase pipeline development. ALE turned to CPB because of its widely recognized specific expertise in identifying and nurturing technology-based sales opportunities.

CPB was given a comprehensive briefing on the benefits and competitive advantages of the Optimised Care Pathway and a target audience of NHS Trusts, where Alcatel-Lucent Enterprise was not already engaged, was agreed. The contact data to be used was taken from ProspectaBase and this speeded up the time taken to start the assignment.

The ALE proposition offers a common, integrated solution for NHS Trusts in consolidating their voice, mobile, digital and data platforms. However, a lot of the NHS Trusts had separate points of contact for telephony and data, so, in a lot of cases, CPB faced the initial challenge of fusing the interest and potential needs of both parties in order that ALE could progress.

The Approach
A multi-touch marketing approach was deployed utilising email, telemarketing and digital research over a 10-week period to identify and develop prospects to a level beyond basic interest. Unless there was a clear need for an ALE solution, the Trust was not deemed to be a prospect.

Jan James, Senior Marketing Manager: Alcatel-Lucent Enterprise, commented:
“CPB demonstrated a good understanding of what we were looking to achieve and managed to show clear ROI at an early stage of the project. We were delighted with the results”.

The Results
Several meetings were set up for the ALE Account Manager at senior levels with 11 fully qualified opportunities unearthed, together with a further 13 possible openings.

A sales pipeline of £2.6 million was confirmed by ALE within 3 months of the start of the campaign.

“CPB demonstrated a good understanding of what we were looking to achieve and managed to show clear ROI at an early stage of the project. We were delighted with the results”.

Jan James, Senior Marketing Manager, Alcatel-Lucent Enterprise

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