The Client is a renowned IT consulting firm based in the US. It provides IT solutions used by well-known commercial organizations and government institutions to improve operational efficiency and reduce telecom costs.
The Client hired a North American telemarketing firm to promote its products. While the telemarketing company was able to deliver good numbers, the Client recognized that much of its time was spent meeting and dealing with people who were not ready to engage or ultimately unqualified.
To make best use of its in-house resources, the Client saw the need to refine its appointment setting process by segmenting its market and creating definitive profiles of its potential customers.