Trend Micro – C-Level Enterprise Accounts

As a global leader in cloud security, Trend Micro develops Internet content security and threat management solutions that make the world safer for businesses and consumers to exchange digital information. With more than 25 years of experience, Trend Micro are recognized as the market leader in server security for delivering top-ranked client, server and cloud-based security solutions that stop threats faster and protect data in physical, virtualized and cloud environments.

The Challenge

We had our ‘fingers burnt’ in the past working with vanilla telemarketing and appointment setting agencies.
We needed to find a partner that could strengthen the existing relationship between sales and marketing, win the trust of the sales team and deliver real business value to them – not just appointments and leads but pipeline opportunities and revenue
The partner we worked with needed to have the flexibility and ability to work as an extension of our sales team, sharing the same objectives and responsibilities
We were looking for a pro-active and experienced partner who could suggest improvements on an on-going basis
The partner needed to have experience of and understand IT security sales
It was important the partner could show demonstrable ROI

The Goals

Supporting a major account team of 7 individuals to develop their sales pipeline for large enterprise (most of them being new to the organization)
Generating awareness within large enterprise accounts around Trend Micro’s new offering for Cloud and Virtualisation Security (Deep Discovery / Deep Security)
Understanding the structure of each target account, identifying the decision-makers and understanding the prospect’s pain points and giving them compelling reasons to engage with Trend Micro through demonstrating business value
Acting quickly to deliver immediate results

The Solution

Decision maker identification:
- Identify the right C-level contacts within each target account – both line of business (LOB) and IT
Account mapping and profiling:
- Understanding who-is-who and networking the different business units for each account
- Understand the technical and business context for each account
Sales Engagement:
- Approach and engage with the ‘C’ level contact identified
- Communicate Trend Micro value proposition through a solution selling approach – message tailored for each account
Nurture longer-term opportunities alongside Trend Micro sales and marketing team – multi-touch approach
Set up face-to-face ‘C’ level meetings within the target accounts:
- Set meeting objectives
- Define meeting agenda
- Manage all logistics around the sales appointment

The Result

deals

in the forecast – in less than 3 months from project start

longer term opportunities for nurture

million

in pipeline generated

Further to the initial 3 months project:

FTSE 250 focus
9 deals in the forecast – in less than 3 months from project start
16 longer-term opportunities for nurture
Pipeline value so far $2.25 million

The problem with most telemarketing agencies is that they fail to live up to their own hype. They’ll wheel in their executive team to seal the business and then pass you over to a different team to manage the day-to-day campaigns but crucially fail to check back in and ensure that the expectations set from the outset are being delivered.

Operatix understands that their tenure is entirely dependent upon their ability to deliver results and that to be successful they must align closely with the objectives of the business and share ownership.

Results in the first three months have been impressive and the Operatix agents have developed close working relationships with our enterprise sales team, opening up some sizeable opportunities.

VP & County Manager UK & Ireland

Trendmicro