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:


284x


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.











Pipeline:


1800x


programme investment






Targeting over:


15000


senior individuals across Europe





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