€44.4M commercial outcome. The best-performing demand gen programme in the group.
Expleo needed a GTM programme for its AI, Data and S/4HANA practice that could generate pipeline at pace. Magnus embedded Magnitude intelligence across the commercial function and delivered a 63:1 return on the programme investment.
From referral pipeline to a commercial operating system.
Context
Expleo's AI, Data and S/4HANA practice had genuine capability and a strong delivery track record. What it lacked was a commercial operating system to convert that capability into pipeline. Without a defined ICP, a clear commercial narrative, or a demand generation programme aligned to how buyers in this space actually behaved, the practice was growing by referral and reputation, not by design. The commercial opportunity was being left on the table.
Reframe
The shift was from reactive pipeline to a designed commercial system. Expleo had the right proposition and the right delivery track record — but neither was structured to find the work it should be winning. The opportunity was to build a commercial architecture that converted existing capability into predictable, intelligence-led pipeline: a system the team could run and compound independently.
Solution
Magnus defined the priority ICP for the AI, Data and S/4HANA practice: enterprise companies in specific sectors where Expleo's capability and the commercial opportunity intersected most strongly. The commercial narrative was built from the ICP up: the problem framing, the differentiated position, and the messaging hierarchy that made the practice distinctive in a crowded market. Sales and marketing were aligned around shared pipeline definitions and a joint operating rhythm.
Innovation
Magnitude intelligence was embedded across the demand generation programme: account selection, signal monitoring, content targeting, and campaign personalisation all driven by live account data. This shifted the commercial function from intuition-led activity to an evidence-based system where every action was grounded in real buyer signals — with the team able to sustain and develop the model without external support.
Impact
The programme delivered a €44.4M commercial outcome at a 63:1 return on investment, setting a new performance benchmark across the entire Expleo group. It became the best-performing demand generation programme in the group — not through higher spend, but through tighter ICP focus, sharper commercial narrative, and Magnitude intelligence embedded in every stage of the commercial cycle.
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