Delivering hundreds of qualified sales meetings for a leading IT consultancy in Denmark

How do you Go-to-Market with complex, IT-based service offerings?

VENZO is a B2B consultancy that bridges the gap between business strategy and technology for some of Denmark's leading companies. As a digital transformation and innovation partner, VENZO specialises in multiple areas such as AI and machine learning, cybersecurity, Microsoft solutions, and a range of other IT domains.

VENZO wanted to acquire more Tier 1 accounts in Denmark (with revenues exceeding 500m DKK) through a personalised outbound sales method. For a consultancy with high contract values and a complex offering, physical meetings with prospects – where experts can showcase their expertise – are a must. With VAEKST specialising in assisting professional services companies in opening doors to Tier 1 accounts and booking qualified sales meetings with top decision-makers, the collaboration was a perfect match.

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A data-driven ICP definition using machine learning and a Digilisation Score

VENZO is known for its data-driven approach and for being a rapid innovator in the industry, demanding immediate feedback on new offerings to test whether there is a viable product–market fit. This made it natural for VAEKST to implement a similar method in the collaboration:

Segmentation – Tier 1 accounts
The Ideal Customer Profile (ICP) was defined as Tier 1 accounts (with revenues exceeding 500 million DKK) across public and private industries. VAEKST used these criteria, along with revenue growth, digitalisation index, and use of Microsoft systems, to segment the Danish market and provide VENZO with a shortlist of key accounts to target. This created a prioritised and structured foundation for reaching out to the most ideal companies as quickly as possible.

Targeting – Outbound sales
After an onboarding period with workshops to define the right positioning and sales tactics, VAEKST allocated an outbound sales team to execute phone and email outreach using a discovery-based pitching framework to identify prospects’ burning platforms.

Positioning – Unique Selling Points
VAEKST implemented a case-based pitching approach, using the C–A–R framework (Context, Action, Result) to communicate hero cases to the right ICPs. As buying processes for professional services companies are driven by credibility, matching the right customer cases to the right ICPs as a way to uncover needs and align with the right solutions proved highly effective. In monthly market reports, analytics showed which ICPs had the highest conversion rates and which messaging resonated best, providing VENZO with feedback on its positioning and sales strategy.

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Delivring 178 SQLs in Denmark and launching new business units with outbound sales

VAEKST supported VENZO by generating 178 SQLs across Tier 1 and Tier 2 segments, achieving a conversion rate of 12% from hours to SQLs. This early success encouraged the consultancy to expand the collaboration across its service portfolio, making VAEKST an integrated part of launching new business units and ultimately contributing to several closed deals and organic growth. As part of the partnership, VAEKST also delivers a monthly market report that combines qualitative and quantitative insights gathered from prospect interactions. These reports provide strategic value to the consultancy while optimising the outbound sales process, making it more cost-effective and scalable.