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How an Ad Agency Fixed Its Call-Center Marketing

This story appears in the September 2013 issue of Entrepreneur. Subscribe »

About a month after national advertising agency buyCalls contracted out a phone marketing campaign for a home-security client, it noticed a major discrepancy between the performance of its call-center vendors in North Carolina and Indiana.

"One was exceeding expectations, and the other was really falling short," says Heather Adams, general manager of Southern Pines, N.C.-based buyCalls. Both were handling approximately 8,000 calls each week, but the North Carolina center was closing fewer sales than the Indiana location.

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