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Client
CMS IT
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Service
ABM & AI GTM Strategy
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Industry
IT Services
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Company Size
1,000+
The client
A global information technology services firm with delivery capabilities across cloud transformation, customer experience, and data engineering was struggling to translate a strong delivery track record into consistent enterprise pipeline growth in its target US and UK markets. Despite operating in high-demand verticals and serving some of the world’s largest enterprises, the business’s marketing and sales operation was generating low-quality leads, failing to engage CXO-level buyers, and operating with marketing and sales teams whose siloed approaches were producing less than the sum of their parts.
The problem
The IT services firm’s go-to-market model had not kept pace with the expectations of the enterprise buyers it was targeting in the US and UK. CIOs and CDOs at large organisations expected ABM-quality engagement — account-specific insights, personalised executive content, and a vendor that had clearly done its homework before requesting a conversation. Without structured GTM, account intelligence infrastructure, and local SDR presence in key markets, the business was competing for Tier-1 enterprise opportunities without the commercial infrastructure needed to win them.
- Low-Quality Leads Slowing Enterprise Pipeline Growth in US and UK Markets — The absence of structured GTM and account targeting produced a pipeline dominated by low-quality, early-stage opportunities that consumed sales capacity without generating the Tier-1 enterprise engagements the business needed to grow its strategic account base in the US and UK.
- Generic Campaigns Failing to Engage CXO Buyers in US and UK Enterprise — Marketing campaigns were not sufficiently personalised or account-relevant to resonate with the CIO, CDO, and CXO personas that determined enterprise IT services buying decisions in the US and UK. Broad digital campaigns generated visibility without the depth of engagement needed to initiate meaningful strategic conversations.
- Sales and Marketing Teams Operating in Silos Without Account Alignment — Sales and marketing teams were pursuing different account lists, using different messaging frameworks, and measuring success against different metrics — creating misalignment reducing the effectiveness of both functions and preventing the coordinated, account-level coverage that successful enterprise IT services ABM required.
OUR SOLUTION
Worxwide conducted whitespace and competitive analysis at account level across priority US and UK enterprise targets — developing custom account plans aligned to CIO and CDO initiatives in cloud transformation, customer experience, and data engineering. A local SDR team was established in the US and UK markets to build relationships through direct outreach rather than purely digital channels. Hyper-personalised 1:few ABM campaigns and multi-channel nurture sequences were deployed with AI SDR capabilities — coordinating executive content, direct outreach, and digital engagement across each priority account.
- Account-Level Whitespace and Competitive Analysis for US and UK Enterprise — Systematic whitespace analysis and competitive positioning research at an individual account level gave the sales team a precise understanding of each Tier-1 target’s current vendor landscape, strategic initiative priorities, and the specific technology gaps where the firm’s capabilities created the most compelling competitive advantage.
- Local SDR Team in US and UK for Enterprise Relationship Outreach — The establishment of a local Sales Development Representative team in the US and UK markets enabled the business to build the in-market relationships and cultural intelligence that digital-only outreach could not generate — improving the quality and credibility of outreach to enterprise technology leaders valuing local understanding.
- Hyper-Personalised 1:Few ABM and AI SDR Multi-Channel Campaigns — Account-specific value propositions, executive content aligned to CIO and CDO initiative priorities, and AI SDR-powered multi-channel nurture sequences delivered a personalised, coordinated ABM experience to each priority account — demonstrating the market expertise and account investment that US and UK enterprise IT services buyers expected.
Our work in action
The Impact
$1M Annual Pipeline Developed Across US and UK Enterprise Accounts
The structured GTM programme, account intelligence infrastructure, and coordinated ABM execution generated a $1 million annual pipeline across Tier-1 enterprise accounts in the US and UK — demonstrating the commercial return available from treating enterprise IT services go-to-market as a precision discipline.
Multi-Tower Opportunities Unlocked in 4 Tier-1 US and UK Accounts
Account-specific engagement based on deep CIO and CDO initiative intelligence unlocked multi-service opportunities in four strategic Tier-1 accounts — expanding the business’s footprint from single-service engagements to multi-tower relationships with significantly larger revenue potential over time.
Improved CXO Visibility Through Strategic Thought Leadership in US and UK
Executive thought leadership plays — aligned to the cloud, CX, and data priorities of each account’s senior technology leadership in the US and UK — raised the firm’s profile and credibility with the CXO personas controlling enterprise IT services budgets, creating the executive awareness needed to progress large strategic engagements.
