Generating leads for the future

Like all good technology start-ups, Louise Robinson began her business, CG consulting from her garage. Five years later, CGC is one of the leading B-to-B "lead generation" companies operating in the IT-sector.

A single mother to a nine-year-old son, Louise attributes the success of the company to hard work, her phenomenal staff and her amazing support structure. This year, Louise identified new avenues to expand into and needed the assistance of a financial partner who would be silent in the decision-making aspect of the company.

"It was time to go big or go home." She laughs. This led her to acquiring the services of Business Partners. "Business Partners represented the perfect role player as they assisted me financially and understood my vision, but did not interfere with the day-to-day runnings of the company."

The secret to CGC's success is the simplicity of the company's service offering. Its core focus is outbound lead generation. CGC runs a call centre with highly specialised agents that are able to effectively market their clients' products and services to business decision-makers in South Africa and sub-Saharan Africa.

The company's tele-services portfolio also includes profiles and surveys. In addition to this, the company also supplies databases/marketing lists of corporate companies and decision-makers in both SA and Africa.

CGC's customer base boasts a myriad big IT players, including the likes of Microsoft, Cisco, SAP and Oracle, as well as many smaller IT-service companies throughout the various industry channels. The company is perfectly positioned within an industry niche, and Business Partners is helping CGC extend its service offering to include an inbound call centre. The challenges of a woman in IT are many; but Louise has certainly risen to the occasion. The company is expanding into international markets. The sky is certainly not the limit for Louise and CGC. Call 021 424 7003.

Courtesy of Cape Times, August 2008