Filling the Opportunity Pipeline

Metaswitch provides a world-class VoIP infrastructure together with innovative applications that enable its fixed and mobile carrier and cable operator customers to deliver an enhanced communication services portfolio and increase revenue. It has enjoyed 30 years continuous growth and has around 700 employees worldwide, 30% of whom are US-based.

What did the client need?


A British company that is US-centric, Metaswitch had committed to growing its EMEA clients base and revenue through the development of a locally based, high calibre sales team. Despite a competitive portfolio, the company had low brand awareness and only a handful of clients in EMEA. A pipeline was in the early stages of being built through existing contacts. However, with sales cycles of between 3-12 months, there was an urgent need to accelerate prospect quality and quantity development without using valuable sales time on cold calling.

How did it work?

Interviews and desk research were used to identify the Metaswitch offerings which had the greatest potential to generate initial dialogue with prospect Tier 2 and 3 carriers. A matrix of client role and responsibilities against the offerings was developed and cross-referenced to identify key personnel who would have the greatest propensity to initially engage with Metaswitch. From this, targeted value proposition and key messages were created for a multi-media lead generation programme.


Consulted with global stakeholders and EMEA sales people to understand key issues


Matched results against research to identify primary products and prospects.


Delivered EMEA tailored customer benefit led proposition – corporate, key products.


Built a closed-loop, targeted lead generation programme to 7 European countries


Created messaging and collateral to support the sales process


Developed a qualified prospect list with insight into each organisation’s priorities