Intertrust Group case study: £6.26M pipeline from cold prospecting across 3 continents
durhamlane built a bespoke outbound sales development function for Intertrust Group, generating 1,028 marketing qualified leads, 525 sales qualified leads and £6.26 million in estimated pipeline across EMEA, North America and Asia-Pacific. ITG doubled the size of the campaign after the first six months, and the partnership ran for 3.5 years, right up until their acquisition by CSC.
A global leader in specialist administration services, Intertrust Group (ITG) provided tech-enabled, bespoke solutions to corporate clients across the world, serving the private equity, venture capital, real estate and hedge fund and debt markets.
When Intertrust Group appointed a new Global Head of Sales, it brought a change in focus and direction. ITG identified an opportunity to accelerate growth across their Funds and Corporate service lines, with EMEA, North America and Asia-Pacific earmarked as the key markets to maximise pipeline and revenue.
The problem was, ITG had struggled to generate a meaningful sales pipeline from proactive cold prospecting. In a sector where the average sale cycle runs 12–18 months and relationships decide mandates, they needed a specialist outbound sales partner.
A marketing qualified lead (MQL) is a prospect who has engaged with a brand’s content or campaigns, while a sales qualified lead (SQL) has been vetted through conversation and is ready for a salesperson. The handover between the two is where most pipelines lose leads, so we built ITG a function that generated and converted both.
Over a 3.5-year engagement, durhamlane developed a bespoke outbound sales development function, complemented by digital support to help ITG scale quickly. We focused on mid-market to enterprise organisations across the global private equity, venture capital, real estate and hedge fund and debt markets, generating qualified leads across multiple geographies.
The results happened early. After the initial six months, ITG chose to double the size of the campaign. The partnership then continued, renewed repeatedly for another three years, until ITG’s acquisition by CSC brought it to a natural close.
“durhamlane has been a vital component in helping our global sales team grow our business in a sustainable way. I have been continuously impressed with the way their team has integrated with ours to create a dynamic sales force. We have fostered a true partnership with a joint plan to win together now, and in the future.”
Frank Hattann
Global Head of Sales
The outcome: A high-quality global pipeline worth £6.26M
1028
marketing-qualified leads (MQL)
525
sales-qualified leads (SQL)
£6.26
estimated pipeline value
£680,000
closed-won revenue
During the engagement, durhamlane surfaced 1,028 marketing qualified leads, feeding a high-quality pipeline of 525 sales qualified opportunities worth £6,260,000. With a 12–18 month average sale cycle, ITG closed £680,000 of that pipeline before the partnership concluded, and a campaign that doubles in size after six months, then renews for three more years, says everything about the value delivered.
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