Konica Minolta case study: £60M pipeline from demand generation since 2019
durhamlane has been Konica Minolta’s demand generation partner since 2019 — renewed every year and expanded from two SDRs prospecting for managed print into a six-person team spanning four business units, including video monitoring, managed IT and information management. The partnership has since grown into a full inbound and outbound lead generation engine, spanning both public and private sector. Along the way, the partnership has generated 1,459 qualified sales opportunities and an estimated £60 million in pipeline.
Konica Minolta is a leading services provider of enterprise-level IT solutions, ranging from business process optimisation and document management services to multifunctional peripherals.
INDUSTRY
Technology & SaaS
TIME
7 years
BUSINESS SIZE
Enterprise
SERVICES
When the partnership began in 2019, the brief was straightforward: lacking the demand generation and inside sales resources to focus on B2B lead generation, Konica Minolta sought an experienced sales development partner to generate enterprise opportunities alongside their in-house team.
But the bigger challenge was on the horizon. The diffusion of digital media was steadily eroding print demand, and Konica Minolta’s future lay in software-based solutions, like information management, video monitoring, managed IT, markets where they had relationships to leverage but no established sales motion. Whoever they chose couldn’t just deliver leads; they had to evolve with the strategy.
We began in August 2019 with two SDRs targeting ICP mid-market and enterprise organisations across the UK’s legal, logistics, catering and energy sectors. Within seven months, results earned a 12-month contract and a doubled team of four.
From there, the scope has expanded almost every year. In April 2021 we introduced integrated marketing to support outbound sales, identifying the strongest sectors for digital services and optimising campaigns for the most engaged personas. In 2022, a dedicated SDR began generating new business for video monitoring, followed by production print. In 2023, the partnership grew again into managed IT services and information management — with two additional team members prospecting the new markets and cross-selling digital services to existing Managed Print customers. In October 2024, the team expanded into public sector prospecting, with a focus on schools. From April 2025, they also took on all inbound enquiries and MQLs within Konica Minolta’s CRM, alongside outbound — making durhamlane a full inbound/outbound partner across both sectors.
Each new business unit brings the same approach: our SDRs take the time to understand the market’s challenges, then feed back the insights that keep Konica Minolta’s offer relevant. Regular communication with their business development managers has been at the heart of the relationship since day one.
Having worked with durhamlane over the past 3 years we are pleased with the way the relationship has developed into a trusted strategic partnership which delivers results. The key to success has been the regular communication, collaboration and optimisation of activity led by both companies’ sales and marketing teams. The partnership has been refined over time enabling a successful, scalable enhanced demand generation model.
Amanda Walsh
Head of Global & Enterprise Organisation, Konica Minolta
The outcome: £60M pipeline and an evolving partnership
6
full-time resource (FTR)
1459
sales-qualified opportunities (SQL)
276
marketing-qualified leads (MQL)
27%
MQL-to-SQL conversion rate
£60m
estimated pipeline
The numbers tell one story: 1,459 qualified opportunities, an estimated £60 million in pipeline, and new business that includes a leading UK supermarket and courier company. The renewals tell another. Six years in, durhamlane’s team has tripled in size and followed Konica Minolta from managed print into the software markets that will define their next decade, proof that the right demand generation partnership compounds, and adapts.
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