Accelerating Sales for Rackspace Technology’s Consulting Services.

Client’s Challenges

Rackspace Technology faced the critical challenge of engaging IT leaders in their consulting space, a demographic known for its resistance to outbound sales tactics. Despite their strong brand presence, Rackspace needed to translate awareness into meaningful sales opportunities. Their consulting offering—premium, high-value services like $100,000, 10-week on-site training sessions—required precise targeting and a consultative sales approach to resonate with decision-makers.

Furthermore, Rackspace sought to grow its consulting footprint in a crowded market, but IT leaders were often hesitant to admit they needed external help with processes like cloud modernization and training. The challenge was not just generating leads but also convincing this outbound-averse audience to engage in meaningful conversations.

Their internal team faced several challenges: 
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1. Niche Target Audience: Engaging IT leaders who are traditionally resistant to outbound approaches.
2. Expanding the Consulting Footprint: Generating more leads and conversions in their consulting division to grow market share.
3. Leveraging Brand Awareness: Despite Rackspace's strong brand, converting awareness into meaningful sales conversations required a strategic approach.
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Leadium Solutions

To tackle Rackspace’s challenges, Leadium crafted a targeted, multi-touch SDR strategy that maximized the brand’s recognition while addressing the unique needs of their audience. This included extensive persona research to understand the pain points and decision-making triggers of IT leaders. The team reframed initial outreach as a collaborative consultation, presenting Rackspace as an industry-leading partner rather than a service vendor.

By deploying a blend of email, LinkedIn prospecting, and cold calls, Leadium positioned the outreach as insightful and low-pressure, ensuring higher engagement rates. Leadium’s methodical approach, combined with data-driven iterations, allowed Rackspace to book more meetings with high-value prospects and generate a substantial sales pipeline in a matter of months.

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Here’s how Leadium made a difference:
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1. Persona-Focused Outreach: Developed messaging that resonated with IT decision-makers by addressing common pain points in cloud optimization and team efficiency.
2. Consultative Approach: Positioned initial conversations as industry consultations rather than direct sales pitches, leveraging Rackspace’s reputation as an industry leader.
3. Multi-Touch Campaigns: Implemented a multi-channel strategy that blended personalized email sequences, high-touch LinkedIn messaging, and strategic cold calls.
4. Data-Driven Iteration: Analyzed engagement metrics to refine outreach cadence and messaging, ensuring maximum resonance with target audiences.

Performance Metrics
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1. Increased Engagement: Achieved a 35% increase in booked meetings within the consulting space, overcoming IT professionals’ natural resistance to cold outreach.
2. Pipeline Impact: Generated a robust $4M sales pipeline within 6 months, anchored by high-value opportunities.
3. Efficiency Gains: Rackspace’s internal teams saved over 200 hours per month by outsourcing SDR functions to Leadium.

Tangible Outcomes

• Booked consultations with top-tier IT leaders.
• Positioned Rackspace’s consulting services as a critical resource for cloud modernization.
• Delivered high-quality leads that advanced to proposal stages.

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