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Results, held to the standard we set before we started.

An account-based outbound programme that transformed a scattered target list into a consistent stream of sales-qualified opportunities.
  • Industry: Industrial

180%

Pipeline value growth in 5 months

9–12

Sales-qualified leads per month

Multiple

Target accounts under active ABM coverage

The Client

BetaFence manufactures perimeter security solutions for industrial, commercial, and critical infrastructure customers across South Africa. Despite a solid product line and loyal customer base, the company’s growth had been tied almost entirely to relationships its sales team already held — there was no repeatable system for reaching new accounts.

Challenge

Prior to partnering with Revenue Architects, BetaFence’s new-business efforts were largely reactive, relying on inbound interest and existing contacts rather than a deliberate outreach strategy. Key gaps included:

  • No clear ideal customer profile to steer outbound efforts
  • Sales reps spending significant time on poorly matched prospects
  • No unified way to track pipeline value or conversion by account

The Approach

Rather than blasting a generic contact list, Revenue Architects designed an account-based programme built around BetaFence’s actual buying committees:

  • Built a target account list using criteria like facility size, industry, and current spend on perimeter infrastructure
  • Developed multi-threaded outreach sequences to engage facilities managers, security procurement leads, and operations directors simultaneously within each account
  • Overhauled revenue operations reporting so every stakeholder worked from one consistent view of pipeline value and stage
  • Added visitor intelligence tracking on top of outreach efforts to flag accounts already showing signs of buying intent

The Result

  • Qualified pipeline value grew 180% in just five months
  • The programme now generates 9–12 sales-qualified leads monthly through targeted ABM
  • Pipeline tracking was rebuilt around a single, reliable source of truth
  • Sales conversations shifted away from poor-fit inquiries toward accounts matching BetaFence’s ideal customer profile
“Revenue Architects gave us a structured, account-based approach to pipeline generation. We now have visibility on qualified opportunities we simply did not have before.”
Sales Director, BetaFence

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