Although the client already had a clear road-map of the most lucrative industry sectors to target and a prospect contact list of corporates from their media list-sales business, the fiercely competitive nature of the third-party telemarketing business and the excess call centre capacity within the industry meant that prices were in a downward spiral.

In addition, the sheer amount of channel noise, meant our client would have to find a clear and audible Value-Proposition if it was to avoid being branded a commodity provider and make its entry into this new market a profitable one.