Venafi – EMEA Demand Generation

Venafi is a market-leading cybersecurity company that has been working with Operatix for more than 2 years to develop its presence in Europe.

The Challenge

  • The vendor had no demand generation for a 12 month period in Europe and therefore needed to quickly ramp up results in the region, from a standing/cold start.
  • The client needed a flexible partner to be able to swap/add regions on demand.
  • The client had a complex message with specific use cases, based on G5000 companies industries and personas targeted.
  • A requirement to work across a complex territory (Europe) and different languages.
  • The need for a partner who understands the concept of Account- based and persona- based selling with the ability to articulate the value proposition at the C-level across a number of departments.

The Goals

  • Quickly scale and deliver results across DACH, UK, France, Benelux and Nordics.
  • Generate qualified sales engagements for the Client’s field sales team by engaging with C-level prospects. Reach a conversion rate of 30% + from sales qualified leads to Opportunities.

The Solution

  • The Operatix team worked closely with the Client’s Sales Team, and updated progress directly in Salesforce to provide ongoing visibility and analysis of activities, interaction with prospects and pipeline generated.
  • Operatix was responsible for delivering an agreed monthly number of qualified sales engagements with IT-Security decision makers and budget holders across 5 different regions in Europe.
  • The Operatix research methodology was used to identify the relevant Decision makers across various departments and line of business, guided by the client’s Sales and marketing teams.

The Result






of sales engagements converted to pipeline

  • Relationship which lasted 2 years following a 3 month pilot program.
  • Operatix quickly scaled from no demand generation in the region to delivering strong results across multiple regions, which complemented the Client’s existing marketing programs.
  • 40% of the meetings booked by Operatix converted to pipeline opportunities – higher than the original target.
  • ROI – 20 x



The ROI was significantly stronger with Operatix in comparison to another external agency that we worked with

EMEA Marketing Director

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