IT Services Firm Boosts Sales Pipeline by 250% with Cold Calling
IT Managed Services Provider (MSP) | Information Technology
The Challenge
An underperforming internal sales team and low-quality leads from paid channels were hindering growth.
Our Solution
Provided a dedicated, trained cold calling team that targeted key decision-makers (CIOs, IT Directors) in specific industries, booking appointments directly onto the sales team’s calendar.
Key Results
250% Increase
in qualified sales meetings
40% Reduction
in customer acquisition cost (CAC)
$500K+ in Pipeline
generated in the first quarter
Client Background
The client is a well-established IT Managed Services Provider (MSP) offering a suite of services including network management, cybersecurity, and cloud solutions. While technically proficient, their sales growth was stagnant. Their in-house team, a mix of account managers and junior sales reps, struggled to consistently generate new business, and leads from pay-per-click (PPC) campaigns were often low-quality and a poor fit for their ideal customer profile.
The Challenge: Breaking Through to Decision-Makers
The primary obstacle was reaching the right people. High-level IT decision-makers like CIOs and IT Directors are notoriously difficult to engage. They are gate-kept, busy, and skeptical of unsolicited sales calls. The client's team lacked the specialized skills and persistence required for effective high-level cold calling, and their time was better spent on closing deals and managing existing accounts.
Our Solution: A Dedicated, Professional Cold Calling Engine
We provided the client with a dedicated team of two professional Sales Development Representatives (SDRs) who acted as an extension of their in-house team. Our approach was built on process and expertise:
- Scripting & Value Proposition Workshop: We worked closely with the client to refine their value proposition into a concise, compelling script focused on addressing common IT leadership pains like cybersecurity risks, budget pressures, and the challenge of digital transformation.
- Targeted Prospecting: We used our data resources to build a highly targeted list of IT leaders within the client's desired verticals (manufacturing, healthcare, and finance) and company size (100-500 employees).
- Professional & Persistent Outreach: Our SDRs executed a disciplined calling schedule, using a professional, consultative approach. They were trained to navigate gatekeepers, handle objections, and quickly qualify prospects to ensure that only high-potential meetings were booked.
- Seamless Calendar Integration: Qualified appointments were booked directly onto the calendars of the client's senior sales executives, complete with detailed notes from the qualification call.
The Results: A Predictable and Scalable Sales Funnel
The impact was immediate and significant. By outsourcing the top-of-funnel prospecting to a specialized team, the MSP was able to create a predictable and scalable source of high-quality sales opportunities. Their senior sales team could focus exclusively on high-value activities, leading to a shorter sales cycle and a dramatic increase in revenue pipeline.
"The AxZ Lead team became our secret weapon. Their cold callers are professionals who secured meetings we could never get on our own. They filled our pipeline and allowed our closers to focus on closing."
- VP of Sales, IT Managed Services Provider