From Cold Outreach to Qualified Pipeline: How Serviceware Scaled Sales-Ready Leads Across DACH

Who Is Serviceware?

Serviceware is a Germany-based software and consulting firm specializing in AI-Native Enterprise Service Management (ESM). Their platform helps large organizations streamline cross-departmental workflows across IT, HR, and Finance on a single system. Their buyers are senior decision-makers at large, complex enterprises, think BMW or Siemens: sprawling, multi-department organizations where IT, HR, and Finance all need to run like clockwork. That's the kind of organization built to get the most from an ESM platform.

Serviceware takes a deliberate, account-based approach to marketing. They focus on the right accounts, avoid generic outreach, and rely on expert partners to do the same on their behalf.

The Challenge: Qualified Leads at Scale, Without Overloading Internal Sales

The Serviceware Sales Team was kept fully occupied by the success of a new AI-native ESM solution and the considerable interest this solution generated among existing customers and prospects. As a result, many of the sales representatives were busy managing existing projects. To keep building a pipeline of new customers, Serviceware brought in Anteriad to handle outreach to new customer groups. Running precise outbound at pace, in German, across DACH wasn't something the internal team could sustain anymore. Cold outreach at that scale meant pulling focus away from closing other open opportunities and managing existing customer projects.

They needed a partner who could run outbound on their behalf with rigorous qualification standards and native-language precision, with the ability to ramp quickly and scale the program as confidence and results built over time.

The Approach: Build the Foundation First

Serviceware partnered with Anteriad to deploy BDR-as-a-Service across DACH, with Anteriad's team operating as a direct extension of Serviceware's sales organization.

Serviceware brought deep knowledge of their Ideal Customer Profile (ICP) and target accounts. Anteriad brought the data, outbound expertise and a German-speaking BDR to activate it. The agreed target was 15 qualified meetings per quarter.

The approach was structured and deliberate:

Step 1: Define strict qualification criteria. Anteriad worked with Serviceware to develop a clear Ideal Customer Profile and a Target Account List as the foundation. From there, qualification guidelines were set tightly within that ICP to protect lead quality from day one.

Step 2: Enrich the data. This was a two-pronged approach. First, Anteriad's data research team built the core database, drawing on its centralized, proprietary B2B data to identify accounts closely matching Serviceware's ICP. Serviceware provided smaller TALs at each stage of the program, which were incorporated to sharpen and improve the database over time. Second, Serviceware contributed a list of previously engaged contacts that had never moved through the pipeline, giving Anteriad the opportunity to reactivate those accounts. Both sources were fully enriched before any outreach began, so every call went to a pre-qualified account.

Step 3: Segment by company size. The database was further refined to identify and prioritize organizations large enough to have the IT infrastructure and scale to genuinely benefit from Serviceware's ESM solution.

Step 4: Research and outreach. With a clean, well-qualified dataset in hand, the BDR team moved to active research and calling.

The Results: Consistent Pipeline, Growing Investment

Three campaigns in, every qualified meeting target hit. Performance has grown with each cycle, and Serviceware’s newer reps now have the pipeline they need to build accounts and close early deals.

• Positive ROI from the first three month pilot
• 82% meeting execution rate, meaning 82% of meetings set were executed against a guaranteed minimum of 70%
• Three consecutive campaigns, each meeting the qualified meeting target of 15 per quarter
• Serviceware increased program investment after campaign one, reflecting confidence in the results

For Serviceware's newer sales reps, the impact goes beyond pipeline numbers. A consistent flow of qualified first meetings has given the team early wins to build on, with reps developing their accounts and skills in parallel. That compounding effect on team performance is as important as the pipeline figure.

FAQs

What is BDR-as-a-Service?

BDR-as-a-Service is a fully managed outbound solution where Anteriad's trained business development representatives handle prospecting, qualification, and meeting scheduling on behalf of your sales team. Anteriad delivers this service in 30 languages across global markets.

Why did Serviceware choose Anteriad?

A direct referral brought Serviceware to Anteriad. Their Group Director Data-Driven Marketing had worked with Anteriad previously, and that experience started the conversation. The program launched on the back of a strong personal recommendation and strong results followed from day one.

How did Anteriad build the right prospect list?

Anteriad's data research team built two enriched lists in parallel: one reactivating prospects who had previously shown interest but never connected with a rep, and one sourced from Anteriad's proprietary B2B database of accounts closely matching Serviceware's ICP. Both lists were enriched before any outreach began, so every call went to a pre-qualified account.

What results did Serviceware see from Anteriad's BDR program?

Serviceware hit its target of 15 qualified meetings per quarter in all three campaigns, with an 82% meeting execution rate against a guaranteed minimum of 70%. Results were strong enough that Serviceware increased its investment in the program after the first campaign.

How long does it take to launch a BDR-as-a-Service program across DACH?

From signing the contract to the first call, we can launch a BDR in any market in as little as 30 days. That time is used to sharpen the ICP with you, lock the qualification criteria, and build out the Target Account List. Our data research team enriches every record before a single number gets dialed. Meanwhile, your native-speaking BDR gets briefed by a dedicated project manager and sales coach and set up inside your CRM, email, or any other technical requirements needed.

Calling starts once the data and the brief are both solid.

How does Anteriad make sure outbound quality doesn't drop as a program scales?

Quality gets locked in at setup, not policed after the fact. Whatever the data source, we agree the qualification criteria with you before anyone picks up a phone, and every campaign gets measured against them.

Our BDRs aren't left to hold that line alone. A project manager and a sales coach stay with them right through the program, so the standard gets reinforced call after call rather than at onboarding and never again.

For Serviceware, that meant our data research team enriching both lists up front, so every call went to a pre-qualified account. Fresh Target Account Lists sharpened the targeting each cycle. The program hit 82% against an agreed 70% floor and grew across three campaigns.