£20m pipeline across global channel partners

Client:
Global ERP Software Vendor

Solution:
Partner Demand Generation

Outcomes:
£20m qualified pipeline revenue
4 years program engagement
230+ pipeline opportunities

The challenge

A global ERP software vendor relied on its partner ecosystem as a vital route to market. Partners delivering customised, verticalized implementation and support. Providing added value to customers that the vendor alone couldn't match. 

The problem was consistency. Lead quality and quantity varied across the partner base. Partners had a diverse set of skills and resources. The market was competitive, sales cycles were long, and leads passed to partners with variable nurture capability were not converting at the rate the vendor needed. 

They wanted a scalable marketing program that could harness the full potential of the partner ecosystem. Not just in core markets. Globally.

Sherpa's Approach

Sherpa launched a part-vendor-funded partner marketing program focused on key themes within the vendor's ERP marketing motions. A variety of program types for solution partners, SIs and ISVs, each with supported onboarding, templated campaign playbooks adapted per partner, and fully-managed execution through Partner Concierge. 

Full-funnel content drove cross-funnel lead generation from top of funnel to qualified leads, targeting C-level and senior stakeholders against profiled audiences and target account lists. Top of Funnel Campaigns, thought leadership, Virtual Events, on-demand video, analyst reports, ROI proof points and customer stories were all deployed across the funnel. 230+ pipeline opportunities generated across 30+ partners. 

Lead management was fully governed through Sherpa's lead scoring process. Complete client visibility into results and performance. Ongoing reporting and continuous optimisation of content, messaging and tactics. The program scaled globally across EMEA, North America, ANZ and MEA across three product sets into numerous vertical markets. 

Outcomes

£20m of qualified pipeline revenue in a highly competitive market. 230+ pipeline opportunities across 30+ partners in North America, ANZ and UK/I. A pilot that grew into a global 2-year program, and ultimately a 4-year engagement. 

A fully-managed Demand Generation program, governed end-to-end, turned an inconsistent partner base into a consistent pipeline engine across geographies.