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Case Study: How a Targeted Lead-Development Program Earned an IT Company 34% Yearly Growth for Five Years (and Counting)

by Kimberly Smith  |  
January 27, 2009

Company: 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.


CenterBeam is a remote infrastructure managed services provider that specializes in desktop management, server and network management, and other support services for North American mid-market organizations.

The company, which relies on outsourced lead-generation services to build its business, faced a mini-crisis in 2003: It was spending a lot of money every month on leads that the sales team could not develop in the pipeline.

"The sales force was screaming about how horrible the leads were," recalled Karen Hayward, executive vice-president and CMO for CenterBeam.

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Kimberly Smith is a staff writer for MarketingProfs. Reach her via

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  • by nslemmon Wed Jan 28, 2009 via web

    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!

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