Enterprise MSP Reaches C-Level IT Decision-Makers
Managed Services Provider
Service
Enterprise Outreach & Account-Based Prospecting
Industry
IT Services
Client Profile
Mid-market managed services provider offering infrastructure management, security, and cloud services to enterprise customers. Average deal size $180K, 5-7 month sales cycle.
Company Size
75-150
Location
US-based
Industry
IT Services
The Challenge
The MSP had strong service delivery capabilities but struggled with enterprise pipeline. Their sales process relied heavily on inbound leads and existing customer referrals. When they tried outbound prospecting, they were hitting gatekeepers and technical staff instead of decision-makers.
Enterprise IT deals require getting in front of CIOs, infrastructure directors, and security leaders—roles that are notoriously difficult to reach.
Additionally, enterprise IT budgets and purchasing cycles are different from mid-market. A generic prospecting approach doesn't work.
Objectives
Reach 25+ C-level IT decision-makers (CIO, VP Infrastructure, Director of IT)
Generate 20+ qualified enterprise meetings
Build account map for top 50 target prospects
Shorten sales cycle through early-stage relationship building
Establish credibility on enterprise IT challenges
Strategy
We built an account-based prospecting program focused on enterprise decision-makers:
Target Account Selection: Identified 150 enterprise companies with 500+ employees in industries with high IT infrastructure complexity (financial services, healthcare, manufacturing, insurance).
Decision-Maker Research: Deep research to identify CIOs, VPs of Infrastructure, and Security Directors at each account. Verified contact information through multiple sources.
Executive Messaging: Developed messaging around enterprise IT challenges—infrastructure modernization, cloud migration, security posture, operational efficiency. Not about our services, about their business outcomes.
Multi-Touch Campaign: Coordinated outreach across email, LinkedIn, and executive phone lines. Each touchpoint was personalized to their specific role and industry.
Relationship Building: Goal wasn't to pitch, but to establish credibility and get a discovery conversation.
Execution
Research & Account Selection
- •Identified 150 enterprise target accounts
- •Built 200+ contact records (multiple stakeholders per account)
- •Developed account profiles with IT infrastructure details
- •Created decision-maker org chart for top 50 accounts
Outreach & Relationship Building
- •Executive-level email outreach to CIOs and VPs
- •LinkedIn messaging from founders/leadership
- •Strategic phone outreach to warm up relationships
- •Thought leadership positioning (relevant articles, insights)
- •Industry event networking strategy
Discovery & Pipeline
- •Booked discovery calls with 20+ decision-makers
- •Qualified enterprise opportunities
- •Built pipeline forecast
- •Transitioned qualified accounts to sales team
Results & Metrics
decision makers reached
28 C-level IT executives
enterprise meetings
28 qualified discovery calls
average deal size
$185K
reply rate
35% (from CIOs/VPs)
qualified pipeline
$3.6M
account penetration
18 of 150 target accounts had active deals
Timeline
Week 0-4
Account research and targeting
Week 5-8
Initial outreach to 150 accounts
Week 9-10
Hit 15 meetings booked
Week 11-16
Hit 28 meetings booked, build pipeline
Week 17+
Transition to account management, ongoing outreach
Key Takeaways
Enterprise decision-makers respond better to relationship-focused outreach than transactional pitches
35% response rate from C-level IT executives when messaging is personalized to their challenges
Account-based approach generates higher-quality meetings—95% of 28 meetings led to qualification conversations
Executive involvement in outreach increases credibility and meeting quality by 4x
Enterprise pipeline built in 16 weeks translated to 6 closed deals ($1.1M) within 6 months
Outcome
The MSP successfully penetrated enterprise IT market with a strategic, account-based outreach program. 28 qualified meetings were scheduled with CIOs, VPs, and IT Directors at target enterprises.
More importantly, they established credibility with enterprise decision-makers. 6 of the 18 accounts with active deals closed, representing $1.1M in new enterprise revenue—a significant expansion of their customer base.
The program demonstrated that enterprise IT prospecting works when it's strategic, personalized, and focused on building relationships with actual decision-makers.
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