How a global technology leader strengthened its channel strategy with better data.

Although the inherited dataset contained years of transactional information, it lacked the core firmographic details needed for effective targeting: industry, company size, account hierarchy, and family tree information showing whether customers were independent entities or part of a wider group. The teams had data, but only part of the picture.

By turning that fragmented data into a rich, multi-country market view, IMG helped the vendor and partner uncover new growth opportunities across EMEA and strengthen their go-to-market approach for targeting end users, a critical move for a business operating through a channel-led sales model.

For a vendor experienced in working with VARs and distributors, this project became the foundation for better joint planning, sharper targeting, and stronger partner enablement.

Highlights
  • 28,000+ records cleaned and consolidated into 8,500 verified customers
  • Full EMEA market mapped – revealing 95% whitespace opportunity
  • 1,200+ qualified leads generated from data activation campaigns
  • Framework rolled out globally for future market analysis

The Challenge

It’s the pain almost every marketing leader knows:

  • Too much data, but none of it feels right.
  • Duplicates everywhere.
  • Missing details that stop you segmenting properly.
  • Pressure from leadership to prove what’s working.

After acquiring another major cybersecurity company, the marketing team inherited a mountain of customer data spread across systems, spreadsheets, partners, and regions.

The data spanned 16 EMEA countries, but without key firmographics, it was impossible to understand:

  • which segments were strongest
  • where the biggest revenue opportunities were
  • which customer groups had the highest AOV
  • or which markets were buying multiple products from the portfolio

The team knew the data held value.
The problem was trust.

The Solution

IMG helped the teams get there step by step, moving from confusion to clarity with a structured data programme.

1. Clean and Consolidate

IMG reviewed and restructured the dataset, which consisted of 8,500 customer accounts with 28,000 associated order lines.

We didn’t reduce the number of customers – we transformed the quality and intelligence within each record, removing duplicates, correcting errors, and establishing a clean, unified base that the teams could trust.

2. Enrich and Improve

Every account was enriched with verified firmographic detail, including:

  • industry
  • company size
  • turnover
  • family tree information (parent/child hierarchy)
  • country-level attributes

This converted raw transaction data into full customer intelligence, enabling segmentation, sharper messaging, and better partner and sales enablement.

3. Analyse and Map the Market

IMG benchmarked the enriched dataset against the full EMEA Total Addressable Market (TAM).

This revealed that the vendor’s existing customers represented just 5% of the total TAM, with 95% still untapped.

But the insight went deeper:

  • We identified high-penetration segments, showing where the brand already had strong traction
  • Highlighted high-value pockets with greater average order value (AOV)
  • Pinpointed segments buying multiple products, signalling cross-sell potential
  • Flagged low-penetration but high-reward markets for strategic focus

This allowed the teams to prioritise markets and build a clear, data-led GTM strategy aligned to partner motions.

4. Activate and Scale

Using these insights, IMG helped the vendor and partner activate campaigns through:

  • targeted content syndication
  • multi-country lead generation
  • refined partner-aligned messaging

This produced 1,200+ marketing-qualified leads and created a model that could be rolled out globally.

The Results

Metric Before After
Customer records
Market visibility Fragmented Full EMEA map, 95 per cent whitespace identified
Confidence Low 1,200+ qualified leads, scalable model
Strategic clarity Guesswork Data-led planning and board reporting

Outcome

The marketing and channel teams went from disconnected, unreliable data to a clear, connected foundation they could trust.

This new intelligence unlocked:

  • smarter GTM planning
  • sharper partner alignment
  • stronger segmentation and messaging
  • confident reporting and decision-making
  • scalable activation across regions

The brand moved from messy data to a data-driven growth engine.

The Strategic Impact

This wasn’t just about fixing data; it was about unlocking insight.

Now, the teams can:

  • See exactly where their growth potential lies
  • Target high-value markets with precision
  • Align sales and marketing around one version of the truth
  • Prove marketing’s impact with real numbers

It’s proof that clean, connected data doesn’t just make life easier, it powers better marketing.

“We went from spreadsheets full of question marks to a clear, actionable view of our customers and market. IMG helped us turn noise into insight, and that insight now drives strategy.”
– Marketing Director, EMEA (Global Technology Brand)

If your data feels overwhelming or disconnected, you’re not alone.

IMG helps marketing and channel teams clean, enrich, and analyse their data, so you can plan, prove, and grow with confidence.