G4S case study: £3.1M pipeline in 7 months in a saturated security market
durhamlane created 36 sales-qualified leads for G4S Secure Solutions UK in seven months, building a sales pipeline with an annual contract value of over £3.1 million. Alongside sales-ready opportunities, the team delivered bespoke market intelligence reports that now inform how G4S competes for contracts across London.
G4S is a global security provider offering manned security services and integrated systems (access control, CCTV and alarms) for entire sites. Already active in more than 80 countries, the company wanted to expand its presence in the London area.
SERVICES
The security services market is heavily saturated. Businesses sign three-to-five-year contracts with their providers, so growth means taking market share from competitors, and knowing exactly when each prospect’s contract comes up for renewal.
The pandemic made this harder still: the landscape of office-based companies requiring security shifted significantly, meaning outbound strategies now had to be backed by serious market intelligence. G4S wanted to run a lead generation programme informed by fresh market research, but their salespeople lacked the time to do it. After an unsuccessful experience with an outsourcing partner that didn’t deliver, G4S turned to durhamlane.
Sales intelligence is the information gathered through live prospect conversations, such as who the incumbent provider is, what services they deliver, when the contract ends and what the buyer really thinks of them. In a market where every prospect is locked into a multi-year contract, this intelligence decides where and when to compete.
During onboarding, we worked with G4S to define exactly what information to extract from every conversation with London-based prospects. Our consultative approach meant each call did two jobs: qualifying near-term opportunities, and mapping G4S’s key competitors, their services and contract end dates.
Alongside creating sales-ready opportunities, we produced bespoke qualification reports that gave G4S’s senior business development managers the insight to win, either immediately, or the moment a prospect comes back on the market.
The outcome: £3.1M+ annual contract value and market intelligence
7
months worked on the project
36
sales-qualified leads
£3.1m
annual contract value in pipeline
Within 7 months, durhamlane created 36 sales-qualified leads for G4S, building a pipeline with an annual contract value of over £3.1 million, and with security contracts typically running three to five years, the total value of those relationships is significantly higher. The market insights delivered alongside continue to shape G4S’s competitive strategy in London.
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