What evidence can you share that demonstrates the impact of the engagement?
Our partnership didn’t work out, and I think the fact that we canceled the project after just two months highlights this.
How did CC Capital Group perform from a project management standpoint?
Setting up the project was a little bit of a mess. They rewrote our scripts in a way that didn’t fit what we were looking for, which created a back-and-forth process. My team then had to rewrite the scripts that we provided in the first place. The onboarding process was unprofessional and problematic; CC Capital Group did not give notice that we were interviewing cold callers, so we were not prepared when we were suddenly on a call with five candidates.
I primarily handled project management. We put the cold callers in our Slack channel and had regular calls with them; they essentially became remote employees. CC Capital Group scheduled monthly calls with us, but I already had all of the information that they provided in these calls because I was in direct contact with the cold callers.
CC Capital Group told us that they could provide research on some of the leads we were having them reach out to. The tools that they said they had ended up being Google and LinkedIn, which we felt was ingenuine because anyone can use the Internet to look things up, including myself. In the context of B2B, we do not see Google as a tool; we expected more capable research tools, like databases or systems.
If you had to pick one thing that CC Capital Group did particularly well, what would that be?
CC Capital Group found good remote talent with solid calling and voice skills. The cold callers were malleable and picked up our pitch very quickly.
In what specific areas can they improve?
We made it clear that we do B2B selling, and CC Capital Group insisted that they were capable in this area. However, we didn’t get the sense that they understood our ultimate goal, and we eventually discovered that they’d never run a B2B campaign; I think they’ve only run B2C campaigns. The tactics they generally used, such as setting meetings with consumers, were incongruous with B2B sales. CC Capital Group became frustrated that they weren’t getting results. They put pressure on us to implement their tactics, even though I repeatedly told them that they weren't grasping what we wanted to do.
CC Capital Group should implement a more transparent sales process and manage expectations better. They said they had experience in our industry when in reality they didn’t. If they’d been honest, we probably still would’ve taken a chance on them, but it was disappointing to find out that they hadn’t worked in the industry when they said they had. Also, if you say you have tools, the expectation is not Google or LinkedIn.
The onboarding process should be more explicit. CC Capital Group needs to distinguish what each call is about, what the customer needs to bring to each call, etc. For instance, they should’ve prepared us for the interview call with the cold callers.
What advice do you have for clients with similar needs to yours?
I honestly wouldn’t recommend them to anybody in my field. I’ve found better services for B2B sales. I don’t know B2C sales well enough to recommend CC Capital Group for that.