Managing a telemarketing campaign

Welcome Guy Riddle, CRM MVP, and today's guest blogger.

How do we go about setting up a telemarketing campaign through Microsoft Dynamics CRM? Here is the challenge - we have acquired a list of Companies that we want our telesales team to call, but it is not quite as straightforward as ‘assigning’ a number of the records to each member of the telesales team – as often is the case with telemarketing there are other requirements that come into play:

  • We need to measure ‘activities’ so each and every Phone Call must be recorded
  • Two teams are going to be calling (because of time zone differences they start at different times) – East Coast and West Coast – so we have to be able to determine which records fall into the appropriate classification.
  • Each team consist of ‘temps’ who do not work every day, therefore all calls must sit in Queues – so we have to ‘generate’ Phone Call activities and assign them to the appropriate Queue
  • Each call must carry an ‘Outcome’ (sometimes referred to as a wrap-up code), so we can measure how the campaign is working
  • We have to handle busy signals; wrong numbers; fax numbers; etc. – in this case we need to record a ‘call’ was made but in some instances we want a ‘call back’ (or ‘try again’) Phone Call to be automatically created
  • We require that ‘call back’ phone calls are to be made after the initial run through of all the calls – so they must sit in a separate queue so that they can be easily identified
  • We need to update the Leads (as a result of the call) so we can analyse them effectively

This is by no means an exhaustive set of requirements – just some of the more typical requests I often hear, and it is actually quite straightforward to set this up.

The key in all of this is that we don’t want our telesales operators spending lots of time closing/creating activities and having to think about what to do after each call.

The first we need to do is setup a number of appropriate Queues inside CRM:

We have two ‘primary’ queues for East Coast and West Coast – and secondary queues where the ‘call back’ phone calls will reside.


We the need to add additional attributes to Account and Phone Call entities:

  1. Account

This is not mandatory but it helps us with analysis – to keep track of the status of each account.


  1. Phone Call

The ‘wrap up’ code and Call back Reason. In this instance we are recoding the ‘Previous’ wrap up code – only if it is a follow up call - which is an optional attribute.


And finally, we need to build the Workflow rules:


  1. Generate a Phone Call for each Company



Note, I have added some simple ‘call script’ statements to help the operator. If you are planning multiple campaigns over time you may wish to consider using a campaign code in the subject line rather than a geographic location code.

  1. Move phone call to correct Queue


  1. Generate the follow-up phone call after the ‘Wrap up’ of a call


Note, the ‘Record attributes change’ is based only on the attribute ‘Wrap Up Code’.

  1. Create follow up call - Sub process



Note, I am using a sub process here just to highlight the use of ‘sub processes’ within the workflow context – the same statements could have been directly embedded in the previous workflow rule itself.

The telemarketing campaign should now flow like this:

1. New company added to CRM in LA (West Coast)


2. Phone call automatically created for the Company and moved to the appropriate Queue


3. Telemarketing operator takes the first call in the queue and attempts to call prospect.
Operator updates call with Wrap up code and saves and closes that record – they are then free to move on to the next call. In this case it was a ‘busy’ signal (so we want a call back call to be created).


4. Workflow automatically closes the originating phone call and updates the Company record.



5. Workflow automatically generates a new call back phone call and moves it to the appropriate Call back queue.



6. Phone call activities can now easily be filtered; exported to Excel or reported on using the Report Wizard.


For the purposes of this example I used the CRM object ‘Accounts’ for the telemarketing campaign to be based on – but it could quite easily be Leads or Contacts and the process that I covered in this example can easily be adapted to meet your own specific requirements.

Guy Riddle

Microsoft CRM MVP

Comments (14)

  1. Josephine Fleschute says:

    Guy, you make this seem so easy. :o)

  2. Brian Newman says:

    This is great!  I would love to see more stuff like this.

  3. Rahul Singh says:

    This is great. Just to let you know that we at GrapeCity have also created a Telemarketing Add-On for MSCRM 4.0. It offers Telemarketing Queues creation, Telemarketer Load Balancing, Guided Sales script creation, scripted phone call etc. The Add-On also has efficiency analysis reports for the Telemarketers and Telemarketing Queues.

    You can checkout more information of the addon (including a FREE 30 day trial) from the following link:

    We are pretty confident that using this add-on you will be able to effectively manage your Telemarketing Activities.


    Rahul Singh |

  4. Jon says:

    Great example.  This is the kind of content that needs to be talked about more: how can users accomplish business processes?

  5. Sanchita says:

    Guy, this is fab! Please upload more of such case studies or scenarios. I am also interested in seeing a custom workflow code and deployment steps. If you could kindly help.. Thanks

  6. Elayne says:

    Great example.  Thanks for the walk through.  I have experienced a more difficult process at the Lead level.  I import telemarketing leads at this level and it appears that the customer is only recognized as Full Name and the company name or associated fields can not be used even in a quick campaign response.  Very frustrating.  

    Any input would be appreciated.  It would be a great way to use at the Lead level.

  7. LANCS says:


    Thanks for this example

    I’m confused. Excuse me for my bad english.

    If the scenario is a telemarketing campaign where we have acquired a list of Companies, our telesales team to call, but is necesary assigning a number of the records to each member of the telesales team and Each team consist of agents to work every day?

  8. Dom Snell says:

    This doesn’t cater for the situation where by the teams of telemarkets change per campaign. Queues are not controlled enough – and the view is also to basic. How would you make call lists that are definable for a changing set of callers? This is a big gap in CRM I think – as even basic systems that I have seen cater for this common requirement.

  9. Sarah Brown says:

    Coming from the perspective of a business administration like me, I must say that this idea would likely to succeed because it knows what functions are to set distinctively with the other so as to make the division of labor worth its effectiveness.

    It’s great how the <a href="">outsource telemarketing</a> and <a href="">telemarketing outsource</a> industry create innovations on how to carry out business operations such as these.

  10. RBellefond says:

    It seems to me as though the whole process of using a Quick Campaign (or Campaign) to identify a group of people to call is pretty well thought out as far as getting the calls scheduled.

    The real issue is that there is way too much work involved (and clicking) for a telemarketer to do all the steps necessary to  quickly work their way through a list so that the results can be tracked and accurately reported.

    I certainly hope that this process is streamlined in Microsoft CRM 5.

  11. Thanks for the tutorial on setting up a telemarketing campaign through Microsoft Dynamics CRM. This is a useful application. Nice post.

  12. Internet Marketing says:

    I am new to this blog. But I have enjoyed your post and learned something

    new.I hope next post will be very helpful for me so Waiting for your next update.

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