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Building a Predictable Enterprise Pipeline Across North America and Europe

A data and analytics firm had deep capability and a sales team that waited on referrals. Over 24 months, we built a steady flow of senior enterprise meetings it could plan around.

Engagement

24 months

Channels

Email, LinkedIn, structured follow-up

Markets

US, UK, EU

Starting point

Relationship-led sales, unpredictable inbound

The situation

Growth depended on legacy relationships and whatever inbound happened to arrive. The sales team had no reliable way into strategic enterprise accounts, and it rarely reached the senior people who approve data programmes. Too many hours went on leads that were never going to buy.

Nobody could forecast next quarter’s pipeline with confidence.

The call we made

We agreed to three tests with the sales team before any outreach began.

The account had to match the ideal customer profile.
It had to have an active data or transformation initiative.
The contact had to hold real buying influence.

A meeting that failed any one test never reached a salesperson’s calendar. Sales time went to buyers who could say yes.

How we worked

Plan

Named 400 to 600 enterprise accounts across the US, UK and EU
Mapped the buyers, including chief information, data and technology officers, heads of data, and digital and business leaders
Identified buying triggers such as active transformation programmes and visible business pain
Designed a multi-touch sequence built for long enterprise buying cycles

Implement

Ran outreach across email, LinkedIn and structured follow-up
Wrote messaging for each role, tied to the problem and the decision that role owns
Applied the three tests before any meeting went to sales

Engage

Refined the account list based on which meetings progressed
Tuned sequences by industry and seniority
Expanded account coverage as the pipeline matured

Results

9,000+

senior decision-makers engaged

220+

sales-qualified enterprise meetings

75%

of meetings with director or C-suite buyers

85%+

of meetings met the agreed qualification bar

Outcome

Enterprise prospecting became something the sales team could plan around. Senior buyers kept arriving, and the pipeline grew year on year across two continents.

A calendar the sales team trusts.

Client name withheld under NDA. Figures as reported by the client.