Outbound telemarketing is a key aspect of most B2B marketing. Done well it is a cost-effective, measurable and scalable activity; done badly it is one of the surest ways of alienating your prospects and ruining your brand.

Unfortunately, too many companies do it badly. They sit a junior member of staff down with a directory, a telephone and some mumbled advice about smiling and dialling, then wonder in a fortnight why they have no sales leads and a junior vacancy to fill.