Case Study

How Vonage achieved 144 qualified opportunities $22.5M in pipeline in 18 months

Client

Cloud communications leader (UCaaS, CCaaS, APIs).

Challenge: In a crowded UCaaS/VoIP market, Vonage struggled with inconsistent pipeline, weak pre-qualification, and limited access to senior decision-makers.

Key KPI Achieved

$22.5M

pipeline in 18 months

144 qualified opportunities

Strong vertical traction in manufacturing, retail, healthcare, and transportation.

Consistent access to VP/C-level + directors.

Vonage provides cloud communications—UCaaS, CCaaS, and APIs—helping businesses modernize voice, video, and messaging with secure reliability and integrations like Microsoft Teams and Salesforce.

‍

The situation, challenges, and what Vonage needed help with

Vonage operates in one of the most saturated corners of B2B technology—UCaaS and hosted VoIP—where product parity is high, price pressure is constant, and buyers are inundated with look‑alike outreach. Decision-making was consolidating into larger committees, budget scrutiny was rising, and generic messaging was getting filtered out as noise.

Under that pressure, Vonage’s pipeline showed the familiar symptoms of a crowded market: inconsistent net‑new lead flow, variability in meeting quality, and conversion bottlenecks driven by uneven follow‑up and insufficient pre‑qualification. Penetration into new verticals and regions lagged, and coverage across U.S. time zones was uneven, limiting access to senior decision‑makers where it mattered most.

Vonage needed help generating a steady, predictable stream of qualified opportunities—not just meetings—with clear fit, authority, and intent. They needed role‑specific messaging mapped to buying triggers, survey‑led pre‑qualification to surface active projects before booking, disciplined handoffs and SLAs to protect momentum, and closed‑loop reporting that tied every conversation to opportunity creation and pipeline value. In short, a repeatable motion that could scale nationally across industries and time zones while consistently reaching VP/C‑level, directors, and managers on the buying committee.

‍

Why TechnologyMatch

For Vonage, the challenge isn’t awareness—it’s breaking through UCaaS/VoIP parity with precision that reaches the right buyers at the right moment. TechnologyMatch maps Vonage’s strengths—UCaaS, hosted VoIP, collaboration, CCaaS, and APIs—to the real triggers buyers act on: PBX end‑of‑life, contract expirations, Teams/Zoom voice enablement, SIP trunk consolidation, contact center modernization, and cost‑to‑serve reduction.

We pre‑qualify before the calendar invite. Custom surveys are tuned to Vonage’s world—project status, budget posture, timeline, seat count, security/compliance (HIPAA/PCI), multi‑site rollout complexity, and integration needs. That lets us book fewer, better meetings with clear authority, intent, and next steps.

We prioritize the decision‑makers who move communications strategy and spend: CIO/CTO, VP IT, Head of CX, Contact Center Directors, and Finance/Procurement leaders—while equipping Directors/Managers with operational value cases (uptime SLAs, QoS, analytics, AI/automation, and onboarding speed). Talk tracks and assets are tailored to each role’s metrics: CX, resilience, cost, and time‑to‑value.

Coverage is national and practical. We orchestrate EST/CST/PST/MST outreach without sacrificing personalization, and we localize by vertical use case—manufacturing (multi‑site plants, paging/safety), retail (multi‑location rollouts, PCI), healthcare (HIPAA, contact center reliability), professional services/law (recording, compliance), education, and more.

And we amplify in‑market visibility—adding incremental, organic leads that slot directly into the same disciplined motion. This is the best fit for where Vonage is competing: crowded category, high scrutiny, and a premium on proof.

‍

What we did

Vonage’s strengths were turned into role-specific, trigger-based conversations, and ran with disciplined execution over 18 months.

Targeting and audience design

Account lists prioritized by fit, revenue tier, and time zone coverage (EST/CST/PST/MST).
Buying-committee mapping for CIO/CTO, VP IT, Head of CX, Contact Center Directors, Finance/Procurement, and Operations leaders.
Vertical wedges with tailored use cases: manufacturing (multi-site rollouts, paging/safety), retail (PCI, multi-location), healthcare (HIPAA, reliability), professional services/law (recording/compliance), education, and transportation.

Role- and trigger-based messaging

Talk tracks aligned to live triggers: PBX end-of-life, carrier/contract expirations, Teams/Zoom voice enablement, SIP trunk consolidation, CCaaS modernization, cost-to-serve reduction, and compliance/audits.
Executive framing (resilience, CX outcomes, cost control, time-to-value); Director/Manager framing (QoS, SLAs, analytics/AI, provisioning speed, integration effort).

Survey-led pre-qualification

Custom web surveys captured provider stack, seat count/locations, contract timelines, budget posture, authority, integrations (Teams/Zoom/Salesforce), security/compliance (HIPAA/PCI), and rollout complexity.
Only meetings with clear fit, urgency, and stakeholder authority moved forward.

Multi-touch orchestration

Sequenced email and SDR outreach tuned by role and buying stage, with fast follow-ups tied to survey signals and trigger events.
Focused nurture for near-term and mid-horizon opportunities to protect momentum and reduce leakage.

Booking, handoffs, and governance

Standardized qualification criteria and SLAs ensured clean handoffs to sales and minimized no-shows.
Centralized calendar coordination, confirmation flows, and reschedule management to preserve conversion.
Weekly reviews with sales for pipeline hygiene, message refinement, and list optimization; closed-loop reporting tied appointments to qualified opps and pipeline value.

Continuous improvement and platform amplification

Structured A/B testing of subject lines, offers, and talk tracks; iterative updates based on response and conversion data.
TechnologyMatch.com listing for Vonage added an organic discovery channel; incremental high-quality leads were routed through the same qualification and reporting framework for unified attribution.

‍

What moved

Volume and value

144 qualified sales opportunities — sustained over 18 months, proving repeatability.
$22.5M in pipeline — enterprise-caliber value, not just small trials.

Where demand came from (industry)

Manufacturing: 33 (22.9%) — multi-site rollouts and reliability needs drove urgency.
Business Services: 10 (6.9%) — distributed teams consolidating platforms.
Transportation: 8 (5.6%) — field operations and dispatch communications.
Retail, Law Firms & Legal Services, Hospitals & Physicians Clinics, Hospitality, Construction: 6 each (4.2%) — compliance-heavy, multi-location use cases.
Additional traction across Education, Insurance, and others — broad applicability of Vonage’s portfolio.

Account scale (avg ≈ $599M revenue)

≤$50M: 30 (20.83%) — velocity segment for fast cycles.
$50–100M: 24 (16.67%) — scaling firms upgrading stacks.
$100–250M: 34 (23.61%) — core mid-market sweet spot.
$250–500M: 20 (13.89%) — upper mid-market, multi-site complexity.
$500M–$1B: 11 (7.64%); >$1B: 25 (17.36%) — enterprise and strategic logos.

Solution focus

UCaaS: 60 (41.6%) — primary wedge for platform consolidation.
Hosted VoIP: 42 (29.1%) — cost/control-driven migrations at scale.
Collaboration: 28 (19.4%) — hybrid work and productivity lifts.
Telephony Services: 9 (6.5%); CCaaS: 5 (3.4%) — specialized, high-influence adjacencies.

Seniority reached

VP/C‑level: 11.42% — budget owners and strategy setters.
Director: 37.86% — project sponsors and champions.
Manager: 30.71% — operational gatekeepers.
President: 10.71%; Senior: 9.28% — leadership in SMB/mid-market and specialized functions.

Momentum

QoQ gains in engagement and appointment completion — evidence of message-market fit compounding over time.
TechnologyMatch.com contributed 10 high-quality organic leads — incremental lift without additional spend, integrated into the same disciplined motion.

‍

What changed

Vonage shifted from sporadic meetings to a predictable cadence of qualified opportunities across all U.S. time zones, with clear attribution from appointment to opportunity.

Executive and director access became consistent. First conversations carried more weight, accelerated consensus, and moved faster toward qualification.

A manufacturing-led wedge matured into repeatable plays for retail, healthcare, transportation, and professional services, each anchored in role-specific use cases and compliance needs.

Survey-led pre-qualification surfaced fit, urgency, and authority before booking. Meeting-to-opportunity conversion improved, and pipeline leakage declined.

Sales alignment tightened. Standardized qualification, SLAs, and clean handoffs reduced follow-up friction, increased AE confidence, and improved forecast accuracy.

TechnologyMatch added incremental, organic leads at low marginal cost. These flowed through the same disciplined motion, preserving data quality and unified reporting.

In sum, the 18-month program delivered 144 qualified opportunities and $22.5M in pipeline, proving a scalable, repeatable go-to-market motion for Vonage. With a stronger grip on senior decision-makers, clearer vertical traction, and a dual-channel engine, Vonage is positioned to extend this performance across additional regions and solutions.

Before we began our partnership, Advizex had a familiar but corrosive problem: their team had stopped trusting the pipeline. Marketing and sales were caught in a cycle of "qualified" leads that rarely matched reality. Reps grew skeptical, leadership lost credibility, and pipeline meetings became exercises in managing disappointment—not driving growth.

As Chris Miller, CTO at Advizex, put it:

"You kind of felt like people were just trying to get a Starbucks card out of it. They wouldn't show up, or they'd be nothing like the lead sheet. Eventually, you stop trusting anything in the pipeline."

Chris Miller, CTO

This wasn't just a sales problem. It was a cultural challenge—one that undermined belief in the business itself.

Our Approach: Rebuilding Trust, Not Just Filling the Funnel

We knew Advizex didn't need more leads—they needed real opportunities, and a process their people could believe in again. So we delivered:

Buyer-Initiated Connections

We built a system where IT buyers approached Advizex on their own terms, when they were genuinely ready to engage. No more chasing, no more "defensive" calls—just aligned, high-intent conversations.

Depth Over Checkbox Qualification

Our qualification process goes beyond BANT. We dig deep into business drivers, pain points, decision criteria, and stakeholder dynamics. Every lead comes with context, so reps walk into calls prepared—no more surprises.

Operational Discipline

We integrated seamlessly with Advizex's Salesforce, enforced rapid lead assignment, and instituted shared calendar and briefing protocols. Leads are assigned within hours, not days. Every interaction is tracked, measured, and improved.

The Outcome

Yes, Advizex achieved a 50% lead-to-pipeline conversion rate with us—8x the industry average. But the real story is in the transformation beneath the numbers:

Sales meetings shifted from skepticism to strategy.
Reps prepared for calls with anticipation, not dread.
Forecast accuracy improved, restoring executive trust.
The team's confidence returned—along with their ambition.

"The quality of leads we're getting is hands down the best since I've been here. Our reps say the same thing. We're winning deals we never could before, because we know more going in than anyone else in the room."

Chris Miller, CTO

Our Learning Loop

About half of all leads don't convert immediately—and that's by design. We treat every non-conversion as data, not failure. Many are long-term nurture opportunities. We analyze every outcome, refine our filters, and use feedback from the Advizex team to sharpen every future campaign. As we scale, quality doesn't slip—because we never stop learning.

Buyer-first platform: We let prospects take the lead, ensuring every conversation is wanted and valuable.
Rich, actionable insights: Every lead is more than a name—it's a story, a need, a roadmap for value.
Relentless focus on trust: We don't just deliver metrics. We help rebuild organizational belief.

"We stopped chasing. We started attracting. And for the first time in years, we trusted our pipeline."

Advizex Sales Leader

Unlock your potential with our platform!

Experience the power of advanced matchmaking, actionable leads, and stay at the forefront of innovation. Book a call to get started now to unlock the full potential of our innovative platform.