PRO Case Study
Case Study: How a Targeted Lead-Development Program Earned an IT Company 34% Yearly Growth for Five Years (and Counting)
by Kimberly SmithCompany: CenterBeam
Contact: Karen Hayward, Executive Vice-President and CMO for CenterBeam
Location: San Jose, CA
Industry: Information Technology—Outsourced Services (B2B)
Annual revenue: Confidential
Number of employees: 175
Quick Read
For CenterBeam, a provider of outsourced IT services based in San Jose, sales is indeed a numbers game, but not in the traditional sense. Rather than trying to engage as many leads as possible, the company's sales force instead concentrates on a smaller quantity of well-qualified prospects and nurtures those through a seven-touch disposition process involving targeted email and voice communications.
This program, which was formed in partnership with PointClear, has proven much more effective than the old numbers game that CenterBeam used to play: It has generated a 12:1 ROI to date and helped achieve compound annual revenue growth of 34% during the five years it has been used.
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Comments
We have used a 7-step contact program after the prospect has had an initial contact by voice or email with our firm. This was an interesting twist that I sent straight to my business development director to see about implementing. The 4-star rating is because it sparked a new idea!