Atos: Delivering Pipeline And Personalisation At Scale

To hit big growth goals, Atos needed a vastly bigger pipeline.
We built them a factory to generate demand…
…which also delivered personalisation at scale.

There must be a better way

The goal was to deliver a more effective and cost-efficient model for generating demand. A model that would open doors with senior decision-makers and generate predictable pipeline that could be tracked all the way through to sale.

Balancing relevance and scale

The challenge was to deliver relevant, customer-centric communications for the target C-Suite audience, at scale, across 10 geographies. While supporting a watertight lead-management process.

The Lead Generation Factory was born. A multi-proposition, multi-country demand centre that generated incremental sales of 284x the marketing investment.

In 2014, our Planning, Creative and Inside Sales teams coordinated nurture activity to over 15,000 contacts across Europe, including a range of senior IT roles (CIOs, CDOs, Heads of IT Architecture and Heads of IT Infrastructure) and commercial decision-makers (CMOs and CFOs).

Incremental sales:


programme investment

A flexible model, with robust process management

As an operating model, the Lead Generation Factory put the bespoke needs of each contact, rather than the individual campaigns, at its core. This required a flexible approach to resourcing and robust management of processes.

Big returns

The generated pipeline amounted to more than 1800 times the investment in the programme, with 45% of these leads coming from outside the IT function. The projections for incremental sales were 284 times the investment.



programme investment

Targeting over:


senior individuals across Europe

Privacy Preference Center

Functional cookies

These cookies allow the site to remember choices in response to actions made by users, such as setting your cookie preferences. We use a mixture of first and third-party cookies. They are not used to track visitors. Please be aware that restricting these cookies may impact on some areas of the website’s functionality.

PHPSeSSID, __cfduid, gdpr

Website Experience cookies

Enabling these first-party cookies is not strictly necessary for the website to work but it will provide you with a better browsing experience. You can delete or block these cookies, but if you do that some features of this site may not work as intended.


Reporting/Performance cookies

Reporting/performance cookies collect information on how users interact with the site. These third-party cookies allow us to measure site usage by collecting and reporting information anonymously. This helps us to continually improve site performance and the user experience.

This site uses Google Analytics which is one of the most widespread and trusted analytics solution on the web for helping us to understand how you use the site and ways that we can improve your experience. These cookies may track things such as how long you spend on the site and the pages that you visit so we can continue to produce engaging content.

_ga, _gat, _gid, __utma, __utmb, __utmc, __utmz

Advertising cookies

These third-party cookies are used by advertising companies to serve ads that are relevant to your interests and/or based on your previous interactions with the ads or website (e.g. remarketing).

Cookies may be set by these third parties and used by them to track your online activity and for the purpose of such activity. We have no direct control over the information that is collected by these cookies.

lang, BizoID, UserMatchHistory, r/collect, collect, YSC, PREF, bcookie, bscookie, lidc, NID, IDE

Other 3rd party cookies

These third-party cookies are used to provide you with increased on-site functionality. Here, we are specifically referring to the use of social media buttons and/or plugins on this site that allow you to connect with your social network in various ways. For these to work social media sites including; Twitter, Facebook & LinkedIn will set cookies through our site which may be used to enhance your profile on their site or contribute to the data they hold for various purposes outlined in their respective privacy policies


Close your account?

Your account will be closed and all data will be permanently deleted and cannot be recovered. Are you sure?

Are you sure?

By disagreeing you will no longer have access to our site and will be logged out.