Telemarketing fails most often when it reports to the wrong person. As a tactical department, telemarketing measures its performance on an hour-by-hour basis. If it reports to the vice president of sales it usually fails. The VP of sales seldom takes the time to properly manage or oversee a successful telemarketing operation. Telemarketing needs a manager who is interested in details, understands hourly employees, and who can lead front line “customer contact” specialists with an understanding of the special needs of the telemarketing professional.
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