Talend
Rebuilding ANZ Market Presence & Pipeline Momentum
Transforming fragmented activity into a cohesive, insight-led demand engine.
Talend, a global leader in data integration and data management, was accelerating its growth plans in ANZ. With a rapidly expanding sales team and increasing revenue targets, the business needed a clear, region-specific market strategy to strengthen brand awareness and generate a sustainable pipeline at scale.
While Talend had strong global recognition, the ANZ market lacked a cohesive narrative, coordinated campaigns, and a unified approach to lead generation. Marketing and sales efforts were disconnected, high-value content was underutilised, and follow-up processes varied widely across teams—resulting in inconsistent conversion and missed opportunities.
Accelerato partnered with Talend to deliver a comprehensive review of their ANZ go-to-market strategy, uncover operational disconnects, and build a high-performance demand engine capable of fuelling ongoing growth.
Services
+ Campaign Design & Delivery
+ Event Management
+ Reporting & Insight Analysis
The Brief
Talend required an end-to-end review of its ANZ marketing approach, with the goal of accelerating growth and enabling the expanding sales organisation.
Core objectives included:
Strengthening regional brand awareness
Building a sustainable, high-quality pipeline engine
Improving alignment between marketing, SDRs, and sales
Creating a unified narrative for the ANZ market
Delivering recommendations grounded in operational reality
The brief was not simply to design new campaigns it was to diagnose the gaps across the entire GTM system and rebuild it with clarity and cohesion.
The Solution
1. Discovery & Insight-Driven Diagnosis
Accelerato led a series of rapid discovery sessions with leaders across ANZ and corporate functions uncovering:
Gaps in the end-to-end lead generation process
Fragmented messaging across channels and teams
Underutilised high-value content
Inconsistent follow-up and SDR execution
A lack of cohesive market positioning in ANZ
These insights became the foundation for a coherent regional strategy.
2. Integrated Market Strategy & Campaign Programming
Accelerato developed and delivered an ANZ strategy focused on:
Strengthening market positioning through a consistent narrative
Multi-channel content syndication using existing high-value assets
Email marketing programs aligned to funnel stage
A marquee event calendar designed for high-impact regional engagement
The result was a unified, repeatable program that elevated Talend’s visibility and created sustained demand.
3. In-Person Event Engine
To replace disjointed event activity with a scalable system, Accelerato built:
A full in-person event playbook
Structured pre-, during-, and post-event workflows
Messaging aligned to sales stage and account priorities
Clear processes for lead capture, qualification, and handoff
Events shifted from isolated activities into strategic pipeline accelerators.
4. SDR Playbook & Enablement
Recognising critical follow-up gaps, Accelerato created:
A detailed SDR follow-up playbook
Call-down guidance aligned to campaign and content themes
Messaging frameworks for each outreach wave
Training and ongoing support to embed best practices
For the first time, the SDR team had a structured approach designed to maximise lead value.
Accelerato’s Impact
Commercial Outcomes
10x return on investment in new-logo pipeline
Stronger pipeline consistency across campaigns and events
Higher-quality conversations driven by cohesive messaging
Strategic & Operational Outcomes
A unified ANZ narrative replacing disjointed, asset-led activity
A repeatable in-person event framework anchored in pre-, during-, and post-event excellence
A high-performance SDR playbook improving follow-up execution and conversion
A coherent demand engine capable of supporting Talend’s expanding sales organisation