ADLINK case study: $5M pipeline from one full-time SDR
One durhamlane SDR has generated 159 sales-qualified leads and more than $5 million in pipeline for ADLINK Technology, supporting six business units across the UK and US. What started as a proof of concept in 2018 has grown into one of our longest-running partnerships, powering ADLINK’s transition to an inside sales model.
ADLINK Technology Inc designs and manufactures embedded computing applications. The business influences positive change by connecting people, places and things with AI via leading-edge solutions
With their sales team largely focused on events and closing business, little time was spent on generating new leads, which made growth difficult.
Inside sales is selling conducted remotely, by phone, email and digital channels, rather than through field visits and trade shows. For a business whose pipeline historically depended on events, building an inside sales motion meant new skills, new tactics and new messaging. Realising the time was ripe to invest in digital marketing and inside sales activity, ADLINK approached durhamlane in April 2018.
We started with a proof of concept: a series of outbound test engagements using fresh tactics and new messaging that directly addressed the concerns of ADLINK’s target prospects.
The tests delivered, and we secured a longer-term contract targeting the food and beverage, logistics, FMCG and warehousing industries across the UK and US markets with integrated digital marketing and inside sales activity.
Since 2021, the partnership expanded to drive growth across additional business units, including ADLINK’s Hardware and Robotics divisions. In 2022, one durhamlane full-time SDR supported six units — Edge IoT, Hardware, Robotics, Aerospace, Medical Devices and Automation — delivering qualified opportunities at a rate of one to two per week.
“For some organisations, especially high-tech software businesses that can scale rapidly, outsourcing lead generation alone is insufficient in accelerating growth at the desired speed. What they need is a growth partner to not just act as an extension of their team, but can take more ownership of the sales process.”
Richard Lane, Chief Commercial Officer, durhamlane
The outcome: A pipeline engine ADLINK didn’t have to build in-house
146
marketing-qualified leads (MQL)
159
sales-qualified leads (SQL)
$5m+
pipeline generated (USD)
1
full-time resource (FTR)
6
business units supported
7
qualified opportunities per month
The project has seen durhamlane create results for ADLINK across a number of prestige organisations: 159+ sales-qualified opportunities and a return of more than $5,000,000 in pipeline. One full-time resource delivered one to two qualified opportunities every week, a level of productivity per head that an events-led sales team could rarely have the time to match.
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