How Delinea turned existing marketing leads into 82 meetings with structured Lead Development
Across two six-month engagements, Your Sales Co helped Delinea generate 82 meetings from 1,318 meaningful conversations, while ensuring event, campaign and historical leads received consistent follow-up before being closed out.
Challenge
Delinea had a strong program of events, campaigns, webinars and content generating a consistent flow of marketing leads.
The opportunity was in strengthening follow-up and qualification. Some leads were receiving only one or two attempts, others were being classified as disqualified/no opportunity, while others could be closed out following an initial “we’re all good for now” response.
Delinea wanted greater confidence that leads generated through marketing were being properly worked before a final qualification decision was made.
Outcome
Across two Lead Development engagements, Your Sales Co delivered 5,625 calls, 1,318 meaningful conversations and 82 meetings, representing approximately $2.05m in indicative pipeline potential based on Delinea’s estimated value per meeting.
The engagement also gave marketing greater visibility into which events, campaigns and lead sources were creating genuine conversations and meetings.
Making every marketing lead count
Your Sales Co worked as an extension of Delinea’s marketing team, taking ownership of leads generated through conferences, booth activations, C-level roundtables, webinars, downloads, campaigns and historical activity.
New leads were typically allocated within 24–48 hours of an event or campaign so outreach could begin while the interaction was still fresh.
But the model wasn’t based on simply making a few attempts and moving on.
Once a lead was allocated to Your Sales Co, the Lead Development team retained ownership and continued working it until it was ready for a meeting or had reached an appropriate qualification outcome.
If someone wasn’t ready today, the team could gather further intelligence, share relevant content, identify a future reason to re-engage and continue nurturing the lead over time.
This created a dedicated double qualification layer between marketing engagement and sales.
Turning conversations into more than meetings
Across the two engagements, Your Sales Co generated 1,318 meaningful conversations within Delinea’s target market.
These weren’t simply answered calls.
They were conversations where the team was able to gather additional intelligence, understand priorities, discuss relevant challenges, share content or identify an appropriate next step.
That gave Delinea more than 1,300 substantive interactions with its market alongside the meetings generated.
Not every conversation was ready to become an opportunity immediately. But each one created another chance to build familiarity, understand timing and keep Delinea relevant.
The data also showed that the largest lead lists did not necessarily create the strongest meeting results.
Some of the highest-converting lead sources came from conference booth activations and C-level roundtables, helping marketing understand which activities were generating the strongest commercial engagement rather than looking at lead volume alone.
Proving that “disqualified” doesn’t always mean dead
One of the clearest proof points came at the beginning of the engagement.
Your Sales Co began working a group of leads that had previously been classified as disqualified/no opportunity.
Within the first 48 hours, the team secured five meetings.
One of those meetings was with an organisation already identified by Delinea as a major strategic target account.
The account existed. The interest existed. It simply required another approach to follow-up.
The aim was never to suggest that every disqualified lead should become an opportunity.
It was to make sure each lead received enough meaningful follow-up to confidently determine the right outcome.
A model Delinea returned to
Following the success of the first six-month engagement, Delinea moved Lead Development internally as part of its resourcing strategy.
When that internal resource later became unavailable, Delinea returned to Your Sales Co for a second six-month engagement rather than adding further permanent headcount.
The approach was already proven, and the wider team had confidence that leads allocated to Your Sales Co would be consistently worked and progressed.
Across both engagements:
5,625 calls
1,318 meaningful conversations
82 meetings secured
5 meetings from previously disqualified leads in the first 48 hours
$2.05m indicative pipeline potential**
The value wasn’t simply more activity.
It was knowing that every lead generated through marketing would be properly worked before being written off.
Our Lead Development philosophy
We don’t promise that every lead will become an opportunity.
We make sure every lead gets the opportunity to become one.
**Indicative pipeline is based on Delinea’s estimated value of $25,000 per meeting. Downstream opportunity and sales conversion was managed within Delinea’s sales organisation and was outside the scope of the Lead Development engagement.
