Belden case study: 86 sales-qualified leads in 10 months of solution selling
durhamlane deployed four full-time SDRs across the US and Europe to kickstart Belden’s transition from catalogue selling to solution selling. In the first 10 months, the team generated 86 sales-qualified leads, an estimated £300,000 in pipeline and over £20,000 in closed-won revenue, while freeing Belden’s account managers to focus on designing customised solutions.
Belden is a leading global supplier of network infrastructure and digitisation solutions. After a successful round of acquisitions and the appointment of a new CEO, the company set out to reposition itself as a solutions provider and become more influential over the customer journey rather than simply supplying products from a catalogue.
Historically, Belden relied on inbound enquiries, catalogue selling and channel partners to grow their customer base. But today’s market dynamics and evolving customer expectations demand a proactive approach.
To complement its traditional model, Belden introduced a comprehensive assessment process: gaining insight into a prospect’s systems and challenges, then recommending improvements. These small consultancy-type deals close quickly and lead to larger supply and implementation contracts.
Solution selling is a sales methodology where the conversation starts with the prospect’s problems and desired outcomes, not product features. The salesperson then recommends a tailored combination of products and services to solve them. It demands skills Belden’s existing motion wasn’t built for: identifying best-fit prospects within target organisations, conducting introductory calls, and drawing out needs and pain points. Belden needed an experienced outbound partner to drive it.
To kickstart Belden’s product-to-solution transformation, durhamlane deployed four full-time Sales Development Representatives across their US and EU markets.
The team used LinkedIn Sales Navigator to run persona-based searches, identify best-fit prospects and map decision-making units within Belden’s target organisations.
Rather than promoting specific products, our SDRs opened conversations about prospects’ energy efficiency and automation goals. This customer-centric approach surfaced pain points, built relationships and, where needed, nurtured immature leads into sales-ready opportunities.
Delivering a steady flow of validated opportunities to Belden’s Solutions Account Managers removed the distraction of DIY lead generation, giving them the space to develop fully customised solutions based on the challenges identified during the assessment process.
“The durhamlane team was able to supplement Belden’s efforts with dedicated business development professionals able to execute the difficult tasks involved with prospecting. This helped create a pipeline of prospects ready for a conversation and allowed our sales team members to focus their time where it mattered most – interacting with and educating potential customers on our transformational solutions.”
Kim Spiegel
Sr. Diretor, Americas & EMEA Marketing
The outcome: 86 SQLs and a working solution-selling motion
86
sales-qualified leads across the US & Europe
£300,000
estimated pipeline generated
£20,000+
closed-won revenue
In the first 10 months of the partnership, Belden received 86 sales qualified leads across the US and Europe, generating an estimated £300,000 pipeline across consultancy and implementation deals, over £20,000 of which has already converted to revenue. More importantly, the pilot proved the solution-selling motion works, giving Belden a repeatable engine for its transformation.
Let’s talk about your B2B sales challenges. Book a meeting with durhamlane.
We’re always open to hearing from ambitious organisations that are looking to scale but are unsure how. Get in touch to see how we can help overcome your sales challenges.
Related case studies
-
Delivering 2559% ROI from Hybrid Sales in HealthcareProving the impact of hybrid selling and accelerating pipeline growth for Siemens Healthineers in the U.S. healthcare market.
-
Generating 890 Qualified Opportunities in the Energy SectorCentrica overcame market challenges with a consultative, creative approach, leveraging data and trends to support prospects.
-
199 SQLs and $1.82M Pipeline for a Manufacturing GiantDeveloping marketing to sales conversion and a sustainable pipeline for manufacturing giant, Fluke Corporation.
