Company
Northvale Systems partnered with Outcend to build a more focused outbound programme. Its Head of Sales shares the results of reaching relevant prospects and turning those conversations into sales opportunities.
Industry
B2B technology
Services
ICP targeting, Outbound prospecting, Meeting qualification, Appointment setting
Northvale Systems wanted to give its sales team more opportunities to speak with people who could move a buying decision forward. For the Head of Sales, success depended on the relevance of each conversation as well as the number of meetings booked. A busy calendar was useful only when it opened the door to a credible sales opportunity.
The company brought in Outcend to support a more focused route from outbound calls to qualified meetings. The programme centred on reaching suitable decision-makers, establishing a relevant reason to speak and creating a clear next step for the sales team. That kept prospecting activity connected to the conversations needed to progress a deal.
The first results came within 24 hours, when three qualified meetings were booked. Alongside that fast start, call-to-meeting conversion increased by 30%, and the programme generated more than ten new sales opportunities each month. Those results gave the team both immediate momentum and a recurring source of potential business.
The strongest outcome was a doubling of the sales close rate. The Head of Sales attributed the value of the engagement to getting in front of the right decision-makers. With more relevant people joining the conversation, Northvale Systems had a stronger foundation for exploring needs, progressing opportunities and converting meetings into customers.
The Challenge
Northvale Systems needed outbound activity to produce conversations that could progress through the sales process. Booking more appointments alone would not solve the problem if the contacts attending lacked the relevance or decision-making role needed to take the discussion forward.
The team wanted to improve the transition from calls to meetings and build a consistent flow of new opportunities. That meant paying attention to who was being reached, how suitable each meeting was and whether the resulting conversations supported a better close rate.
The challenge was to create momentum quickly while preserving the quality of the sales handover. Each appointment needed to give the team a useful opportunity to understand buyer needs and establish an appropriate next step.
The Solution
Outcend focused outreach on relevant decision-makers and qualified conversations. The approach connected prospecting with appointment setting so that meetings reflected the people Northvale Systems needed to reach and the opportunities its sales team could pursue.
Calls were treated as the beginning of a sales conversation. A relevant discussion and a clear reason to meet helped move suitable prospects toward a qualified appointment, keeping the handover focused on the context the sales team needed.
Three qualified meetings were booked within 24 hours. Continued activity supported a 30% increase in call-to-meeting conversion and more than ten new sales opportunities each month, creating an ongoing base of conversations for the team to progress.
The Result
Northvale Systems doubled its sales close rate. The programme also booked three qualified meetings within 24 hours, increased call-to-meeting conversion by 30% and generated more than ten new sales opportunities each month.
These results show progress at several points in the outbound process: a fast start to meeting generation, a stronger transition from calls to appointments and a recurring flow of sales opportunities. The improvement in close rate connected that activity with the team’s ability to win business.
The Head of Sales highlighted access to the right decision-makers as the central benefit. More qualified meetings created value because they put the sales team in front of people who could help move a commercial conversation forward.