Establishing a whole new department for appointment setting can be an unnecessary challenge. One of the biggest hurdles you have to jump over is to train new employees not only about your product but also about marketing and how to successfully set up an appointment. The knowledge and skills will have to be developed before they could function successfully, and that might take time and it might take a lot of money to achieve too.
Appointment setting is somehow a different skill from pure sales itself. Trained and experienced sales people can successfully close deals without that much effort. Sales includes market research and data analysis to convince people to consider your product or your services. On the other hand, appointment setting is a different kind of sales technique, since it includes enticing the customer, impressing them with what your product or services can offer, and getting them to invest their time and maintain business with your company; whereas sales people have the tendency to just force customers to make a sale in a way that might fend off prospects.