Client Overview
Our client, OpsMx, is a global Continuous Delivery and Security (CDS) platform that helps engineering and DevOps teams automate software delivery pipelines with deep visibility, security, and compliance.
The company serves large enterprises across the US and Europe in sectors like banking, telecom, retail, and technology, where release speed, reliability, and governance are equally critical.
The Challenge
OpsMx had strong traction in generating top-of-funnel awareness through events, partnerships, and inbound marketing. However, the enterprise pipeline movement was slower than expected.
While the product was being evaluated by several Fortune 1000 prospects, many deals were stuck in mid-funnel stages, between demo, proposal, and commercial discussions.
The goal was clear, reduce time-to-close for qualified enterprise opportunities and improve conversion rates from opportunity to contract.
What We Did
We designed and executed a 1:1 account-based Pipeline Acceleration Motion focused on converting late-stage enterprise opportunities faster through data-backed insights, targeted enablement, and personalized engagement.
The engagement was structured into three phases – Analysis, Design, and Orchestration.
Phase 1: Pipeline Analysis and Insights
We started by mapping the entire active enterprise pipeline across the US and Europe to identify friction points in the buyer journey and where deal momentum was slowing down.
Key steps included:
- Reviewing 6 months of opportunity data to identify recurring blockers such as security reviews, ROI justification delays, and complex internal approvals.
- Conducting joint interviews with the senior leadership, Sales, and Pre-Sales teams to understand evaluation gaps, buying committee dynamics, and deal friction points.
- Classifying stalled opportunities by stage – demo, proposal, and contract, and segmenting them based on reasons for delay.
- Analyzing first- and third-party intent data, including website activity, webinar participation, LinkedIn engagement, and CRM signals, to identify accounts that still showed active interest or ongoing research.
- Combining intent and CRM insights to prioritize enterprise accounts that demonstrated both recent engagement and high deal value potential.
Through this process, we identified 20 enterprise accounts that continued to display buying intent but were not moving forward due to messaging gaps, inconsistent engagement, or lack of late-stage enablement.
The analysis revealed key friction areas:
- Lack of the right content for nurturing specific buyer stages
- Inconsistent follow-ups and delayed response loops
- Limited targeting of the full buying committee
- Misaligned messaging between marketing and sales touchpoints
Insufficient proof-based content to validate ROI and security differentiation
Phase 2: Designing the Acceleration Framework
Using these insights, we built a structured Pipeline Acceleration Playbook tailored to OpsMx’s enterprise GTM model.
The framework focused on aligning account research, persona engagement, and deal-stage content delivery to maintain momentum across every opportunity.
The playbook included:
- Deal-stage content and messaging addressing compliance validation, ROI proof points, and performance benchmarks, supported by case studies, testimonials, and latest product updates.
- Personalized messaging for each account, crafted around their engagement signals, buying stage, and decision dynamics.
- Persona-specific content mapped to the entire buying committee, from CTOs and DevOps leaders to Procurement, IT Directors, and Compliance Heads, ensuring every stakeholder received relevant, timely communication.
- Sales enablement support, including conversation-ready one-pagers, technical validation assets, objection-handling scripts, and late-stage pitch decks designed to reinforce confidence during negotiations.
- Re-engagement campaigns using targeted email sequences, LinkedIn ads, and curated webinars, aimed at reactivating dormant opportunities and introducing new personas from within the same accounts.
- Account prioritization workflows that helped Sales reach out when account intent peaked, ensuring timely follow-up as buyer interest grew.
- Trigger-based orchestration, where each play was activated by deal milestones, such as proposal submission, evaluation start, or legal review initiation, ensuring every touchpoint was timely, relevant, and personalized.
Phase 3: Execution and Orchestration
We executed a coordinated set of multi-channel, account-based acceleration plays across the identified 20 enterprise accounts.
Execution highlights:
- Conducted in-depth account research to assess the current state of each opportunity, identifying all key personas within the buying committee, understanding their priorities, and mapping their influence in the decision process.
- Based on these insights, we created personalized 1:1 follow-up content for each account, showcasing measurable business value, relevant use cases, and success stories from similar enterprise customers.
- Triggered campaigns based on deal progression, sharing ROI-driven case studies when trials began, sending proof-of-value content during proposal stages, and reinforcing decisions with testimonials during final evaluation.
- Supported Sales through content that made each touchpoint count, outcome-focused one-pagers, persona-specific guides, and curated insights that clarified value and minimized decision friction.
- Conducted joint marketing & sales workshops to align outreach cadence, messaging, and engagement tactics across teams.
- Deployed personalized email and LinkedIn ad campaigns to reach both active evaluators and new influencers entering the buying cycle.
- Partnered with Sales to deliver post-proposal enablement assets, including comparison sheets, validation reports, and outcome benchmarks that reinforced trust and readiness to close.
- Implemented deal dashboards to track engagement, velocity, and next-step actions, creating visibility into which accounts were warming up and where to apply additional momentum.
- Continuously analyzed engagement data and sales feedback to refine messaging, improve outreach timing, and prioritize next-step actions for each account.
The focus was to engage the right people at the right time, remove friction, and ensure every message moved the deal one step closer to closure.
Results and Impact
Over a focused four-month period, the 1:1 account-based Pipeline Acceleration Motion delivered measurable business impact across key enterprise accounts:
- $160,000 in new revenue generated from converted enterprise deals.
- $480,000 in additional enterprise pipeline created from reactivated and fast-tracked opportunities.
28% reduction in the average sales cycle, driven by improved engagement timing, stronger content alignment, and faster buying committee consensus.
Conclusion
This initiative demonstrated how a 1:1 account-based pipeline acceleration motion can meaningfully impact enterprise deal velocity.
By combining deep account insights, intent-based engagement, and deal-stage content delivery, OpsMx was able to convert stalled opportunities into active pipeline and move high-value deals faster through the funnel.
The motion not only improved short-term revenue outcomes but also established a repeatable, insight-driven framework for enterprise pipeline acceleration that the team can now replicate globally.
