First things first, Quantum had to get embedded into the SAP go-to-market process. Experience taught us that success would be achieved at the personal level, which was why we quickly moved to place a team of crack lead generation experts on-site at SAP’s HQ in Clockhouse Place.

Once there and with access to the coffee machine, our people got busy working to one overarching objective: taking the large volume of MQLs being generated by marketing activity and continuing the engagement – thereby pushing each lead further down the buyer funnel.

MQLs that found a way to their desks via any of three distinct routes:

• People responding to outbound activity created by the UK marketing team

• Click to chat – anybody enquiring through the chat function on SAP’s website

• In-bound calls

Quantum Marketing was therefore tasked with using our know-how of talking to key decision-makers and influencers to ensure each lead justified entry into the sales pipeline, that they were assigned to the correct sales representative, and that further follow-up was timely and informed. We also took on responsibility for those leads falling into the nurture bucket, and helping keep them ‘warm’ until the time was right for more direct sales involvement.