Customer Profile:
SYSPRO is a leading, global Enterprise Resource Planning software provider. The company specializes in key manufacturing and distribution industries. Established in 1978, SYSPRO remains one of the longest standing privately owned vendors of ERP software in the world. With a strong commitment to channel partner growth and offices in the United States, Canada, Africa, the UK, Asia and Australia, SYSPRO customers are backed by a team of global experts that drive maximum value out of IT systems and business solutions.
The Business Challenge:
Expanding into a new market is never without its challenges, and for SYSPRO, entering Kenya brought its fair share of hurdles. Their main business pain points focused on two key areas: building a strong presence in Kenya’s manufacturing sector and improving lead response times. These challenges limited their growth and made it difficult to generate meaningful engagement from prospective clients.
Before partnering with Greydale on a lead generation campaign, SYSPRO’s core objective was to generate high-quality business leads. They were looking for partner that could not only help to boost their visibility among manufacturers in Kenya but also deliver direct, qualified leads that would translate into real business opportunities.
The Solution:
They chose to partner with Greydale to launch an outbound marketing campaign in Kenya, targeting manufacturers who were not yet familiar with the SYSPRO brand. The campaign focused on creating awareness through direct outreach such as email marketing and telemarketing to generate qualified leads for the sales team to convert into customers.
The Outcome:
Within just 8 months of launching the campaign, SYSPRO, through its partnership with Greydale, achieved the following:
- 80 meetings booked with prospective clients
- 76 marketing-qualified leads (MQLs) generated
- 15 deals booked
While the number of immediate deals booked was modest as expected for a high-value solution with a sales cycle exceeding 12 months, the campaign delivered strong early-stage results.
Why did SYSPRO Choose Greydale Africa?
Kelly says they decided to work with Greydale Africa because of the positive past experiences with the company. Previous projects had been handled with a high level of professionalism, and that track record gave SYSPRO the confidence to engage Greydale again for this critical expansion initiative.
The Implementation Journey.
Admittedly, the beginning of the implementation process was bumpy. As with any new collaboration, there was a learning curve for both SYSPRO and Greydale Africa. However, through consistent weekly meetings, dedicated training sessions, and open communication, the process gradually smoothed out.
“One of the standout attributes of the Greydale team is their intentionality. Their eagerness to learn, their adaptability, and their proactive attitude played a major role in the success of our telemarketing campaign. They embraced feedback, experimented with new approaches, and continuously refined their strategy to align with our objectives,” says Kelly.
Achieving Results.
So, what did SYSPRO accomplish? Thanks to Greydale Africa, SYSPRO is now able to respond to website leads much faster and has significantly increased brand awareness among Kenyan manufacturers through direct outreach enabling personalized engagement and valuable feedback.
“As a South African company, we previously struggled to connect directly with Kenyan prospects due to language and cultural barriers. Greydale bridged that gap for us, enabling direct, effective conversations that simply weren’t possible before,” added Kelly.
Through targeted outreach and strategic engagement, SYSPRO successfully reached 611 new potential customers, held 80 meetings with prospective clients, and qualified 76 marketing leads. As a direct outcome, the campaign generated 15 high-quality business leads, several of which are now actively progressing through key stages of the sales pipeline.
Given the long sales cycle and high-value nature of SYSPRO’s solutions, these results mark a major milestone in their demand generation efforts demonstrating strong traction and clear progress toward their strategic growth objectives in Kenya.
Impact and Experience.
The overall experience of working with Greydale Africa has been excellent.
Kelly says, “The Greydale team is not only responsive and communicative but also flexible and open-minded. In a market like Kenya where business relationships are deeply rooted in personal connections rather than digital touchpoints, Greydale’s approach of prioritizing human interaction made all the difference. Their commitment to picking up the phone and having a conversation instead of relying solely on automated emails resonated strongly with our target audience. The improved customer experience and the traction we’re seeing in Kenya are strong indicators that we’re moving in the right direction.”