Silver Peak delivers Wide Area Network (WAN) solutions consisting of SD WAN, WAN Optimisation and SASE.
We’ve worked with them for a number of years as their lead generation partner; successfully helping to increase the number of opportunities from appointments and generate more consistent pipeline.
What was their challenge?
Silver Peak need to generate consistent pipeline into their Enterprise accounts, particularly across EMEA.
Silver Peak and inside established the scope of the outsourced BDR function across UK, France and DACH that would deliver on their two key objectives:
1. Marketing to generate 40% of pipeline target through lead generation
2. 1 in 3 leads to generate a pipeline opportunity
What was our inside response?
Inside positioned a BDR model consisting of 3 x FTE covering UK, France, DACH targeted at 10 sales appointments arranged per month per FTE (1 FTE per region).
How did we do it?
We used our extensive experience within the Network solution industry to onboard a team that would drive Silver Peak’s proposition to the target market. We did this with enablement sessions from Silver Peak alongside continuous internal training. This laddered up to Outbound Prospecting within accounts through a channel mix of phone and email.
The UK has 30 Named Enterprise Accounts per rep alongside a wider Prospect account list that fit the targeted criteria where the BDR split their time between each account pool in order to set up sales appointments for the sales reps. France and DACH have wider account lists with priorities and focus accounts reported on a weekly basis. We also have access to an Inbound portal where we follow up on leads from Silver Peak’s marketing activity.
Regional coverage was originally split evenly across France, DACH and UK with a shift in early 2020 of the DACH resource which was down weighted and reallocated to the UK. This was to align with Silver Peak sales rep capacity but was realigned to the original scope in September 2020.
What were the results?
In 2020 we saw the following results:
57% of attended appointments resulted in an opportunity being created.
60% of total pipeline influenced by Inside.
Inside was the largest single contributor to Silver Peak’s Net New pipeline at 45%.
Inside global have increased our contribution to Silver Peak’s Pipeline year on year, with more ‘closed’ pipeline (influenced by us) in 2020 than ever before.
This all resulted in a continuation of the core regions of UK, France and DACH alongside opening up activity in MESA, CERTA and the Nordics from March 2021.
“We rely on inside global to develop net new opportunities but also nurture our pipeline and re-engage clients. We have had little success with agencies before but inside global’s methodology and team delivers and they are now a key part of our team”
Business Development Manager, Cap Gemini
“Inside have become an integral part of our team, they provide a superb BDR solution which is easy to engage, and up and running without stress, we get a steady supply of leads and our inbound marketing leads managed effectively month in month out.”
Peter Auchterlonie, Marketing Manager UK, Broadcom