€44.4M pipeline, €19.5M closed-won. The best-performing demand gen programme in Expleo's history.
Expleo needed a go-to-market strategy for its independent SAP S/4HANA Programme Assurance offer. Magnus uncovered the fear holding buyers back, found the audience Expleo had missed, and delivered a 63:1 return on investment.
(18 months)
28 deals
investment
generated
conversion rate
growth
From referral pipeline to a
commercial operating system.
Context
Expleo's independent SAP Programme Assurance offer had genuine capability and a strong track record: governance, quality oversight and risk management delivered alongside the System Integrators running the transformation. Almost nobody knew this. Positioning was inconsistent, the decision-makers who most needed independent assurance weren't being reached, and there was no commercial strategy in place to change either of those things.
Reframe
The shift was from a CIO-only pitch to a proposition built around the audience Expleo had missed. Structured discovery found a gap nobody had looked for: Programme Directors, who own delivery risk day to day and were the most receptive audience for an independent assurance offer. Expleo wasn't talking to them.
Solution
Magnus defined the ICP: enterprise organisations with 500+ employees and €1B+ turnover, and mapped the full decision-making unit from CIO to enterprise architecture leads. The value proposition centred on independent governance and assurance, and became 'Transform with Confidence': a global campaign strategy built for regional activation.
Innovation
The defining insight came from structured discovery, not assumption: decision-makers weren't reluctant to buy, they were anxious about 'switching on' major transformation programmes: fear of failure, moving too fast, or moving too slow against the SAP 2027 deadline. Repositioning Expleo's offer as the answer to that fear, rather than another capability pitch, reframed the entire campaign around 'Transform with Confidence'.
Impact
Eighteen months after activation, the programme had generated €44.4M in pipeline and €19.5M in closed-won revenue across 28 enterprise deals, at a 63:1 return on investment: the best-performing demand generation programme in Expleo's history. It ran into a second year on commercial merit alone.
S/4HANA Transformation Go-to-Market Strategy client interview
The programme was named a finalist in the Strategy category at the 2026 Management Consultancies Association Awards, became the best-performing demand generation initiative in Expleo's history, and has since been extended annually on commercial merit.
Magnus Partner, Danny Philamond talks to Siobhán Smith, VP Brand & Communications at Expleo
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