Case Studies
How we built qualified pipeline for a Siemens ecosystem partner
Following an acquisition, a high-performing parent company inherited a division that was quietly destroying value. We were brought in to rebuild the pipeline from scratch.
Company name
Siemens
Location
Portland, Oregon, USA
Industry
Cybersecurity
Scope
Outbound pipeline generation
Overview
EcoWare Industries, a renowned manufacturer specializing in eco-friendly packaging solutions, encountered significant challenges in managing its freight logistics while staying true to its sustainability goals. With a rapidly growing client base across multiple regions, their existing transportation network was struggling to keep pace efficiently and environmentally.
Challenge
The challenge
The client had a strong product and a recognisable parent brand, but neither was translating into pipeline. Their sales team had spent years working inbound referrals and renewal conversations. Outbound was an afterthought. There was no defined ideal customer profile, no structured messaging, and no process for identifying and reaching net new accounts.
The product itself added complexity. Industrial automation software requires a nuanced conversation to land well. Generic outreach had failed before and left the team sceptical that outbound could work in their market at all. The buying process involved multiple stakeholders across engineering, operations, and procurement, and knowing who to approach first was not obvious from the outside.
On top of this, the business was operating under pressure. A new growth target had been set following the acquisition and the runway to hit it was short. They needed pipeline, not a six-month strategy exercise.
Approach
Our solution
We started with a full account mapping exercise, defining the ideal customer profile by vertical, company size, and organisational structure. We identified the right entry points within each account, prioritising roles that had both the technical context to evaluate the product and the commercial authority to move a conversation forward.
From there we built a messaging framework that translated the product's technical capabilities into the business outcomes buyers in this space actually care about. Efficiency, risk reduction, and compliance were the levers. We tested and refined the messaging across the first four weeks before scaling.
Outreach was entirely human-led and researched individually. No automated sequences, no generic templates. Every contact received a message that demonstrated we understood their market, their role, and the problem we were solving for them. Qualification was handled by our team before anything reached the client's sales function, so their time was spent on conversations that were already worth having.
Results
Key results & impact
Within the first 90 days the client had a pipeline they could actually work with. Net new accounts that had never engaged with the business before were now in active conversation with their sales team. The outbound motion we built did not just generate meetings, it proved to an internally sceptical team that outbound could work in their market.
The quality of conversations was as important as the volume. Every meeting came with full context on the prospect, their situation, and why the timing was right. The client's sales team reported that the handover quality alone saved them significant preparation time per meeting.
By the end of the engagement the account map, the messaging framework, and the qualification process were fully documented and handed over. The client had the infrastructure to continue the motion internally, with a pipeline already in motion to build from.
3x
Increase in qualified meetings within 90 days
60%
Of pipeline generated from net new accounts
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How we built qualified pipeline for a Siemens ecosystem partner
3x
Increase in qualified meetings within 90 days
60%
Of pipeline generated from net new accounts
Read more