The client had a strong product offering and a capable sales team, but enterprise growth remained inconsistent. Pipeline generation relied heavily on founder introductions, inbound enquiries, and existing relationships, making revenue difficult to forecast. Sales representatives spent most of their time prospecting instead of engaging qualified buyers, while outreach lacked consistency across target accounts.
We began by analysing the client’s existing sales process, historical pipeline, and customer acquisition channels. Through a 4-week strategic assessment, we identified that their strongest growth opportunity lay within mid-market and enterprise accounts, where buying decisions involved multiple stakeholders and longer sales cycles, yet outbound engagement remained inconsistent and heavily dependent on referrals.
We mapped over 450 target organisations across the UK, North America, and Australia, segmenting them by industry, company size, buying intent, technology stack, and executive accessibility.
Key findings from this phase:
- 72% of historical revenue came from enterprise customers acquired through founder-led relationships.
- Average enterprise contract value was 3.5x higher than SMB opportunities.
- Only 14% of target decision-makers had been engaged through a structured outbound programme.
Integrated SDR Strategy
With the Ideal Customer Profile established, we built a fully integrated SDR system focused on delivering a predictable pipeline of qualified enterprise meetings.
Target Account Programme: Developed an account-based prospecting strategy focused on decision-makers across Operations, Technology, Finance, and Executive Leadership, using personalised outreach aligned with company initiatives and buying signals.
Multi-Channel Outreach Engine: Built coordinated LinkedIn, cold email, and call sequences supported by intent-based personalisation, referencing company news, hiring activity, technology adoption, and strategic business priorities.
Embedded SDR Layer: Implemented a dedicated SDR function responsible for prospect research, qualification, meeting booking, and CRM management, supported by weekly coaching sessions, call reviews, and performance optimisation.
Pipeline Management & Nurture
To maximise conversion across longer enterprise buying cycles, we implemented a structured nurture programme designed to maintain engagement until prospects were ready to enter the sales process.
- Executive Insight Campaigns: Monthly industry insights, market trends, and thought leadership distributed to target accounts not yet in active sales conversations.
- CRM Automation: Automated lead scoring, follow-up reminders, engagement tracking, and meeting workflows, enabling SDRs to prioritise high-intent prospects and maintain consistent pipeline progression.