case study
Genetec | Turning Whitespace Accounts into Qualified Pipeline in ANZ
Genetec | Leader in unified physical security software
Guillaume Charron
September 16, 2025
•
5 min read
about project
Turning Untapped Accounts into Qualified Pipeline in ANZ
Genetec is a global leader in unified security, public safety, operations, and business intelligence solutions. Trusted by enterprises and governments worldwide, the company helps protect people, assets, and data with innovative software and cloud platforms.
To expand into strategic whitespace accounts in ANZ, Genetec partnered with S2M to secure executive-level, BANT-qualified meetings that drive long-term account growth.
PROJECT KPI
86%
Engagement
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<15 Days
To First Sales Opp.
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2X Increase
In Conversion to Sales Opp.
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problem statement
Expanding into Strategic Whitespace Accounts
Genetec’s goal was to engage high-priority accounts that had not yet interacted with their sales teams. The challenges included:
- Securing meetings with senior stakeholders in untouched accounts.
- Ensuring meetings met strict BANT criteria to meaningfully advance pipeline.
- Aligning outreach with account-based strategies to maximize long-term growth potential.
OUR APPROACH
A Structured Whitespace Engagement Program
S2M built a dedicated program to turn untapped accounts into qualified opportunities, focusing on three pillars:
- Executive Access — Targeting senior stakeholders in priority whitespace accounts essential to Genetec’s growth strategy.
- Rigorous Qualification — Applying strict BANT standards so every meeting advanced the sales pipeline.
- Team Extension & Integration — Embedding into Genetec’s sales and marketing teams to ensure every action supported account plans and strategies.
By combining disciplined qualification with deep integration, S2M systematically captured whitespace potential and translated it into meaningful sales opportunities.
Client Testimonial
Hear from Our Client
“S2M uncovered opportunities with executives from our strategic whitespace accounts. The meetings they secured consistently met key BANT criteria, ensuring impactful conversations. Throughout the program, S2M maintained autonomy while staying closely aligned with our sales & marketing teams to execute account plans effectively.”
— Greg Barker, Field Marketing Manager, Genetec
THE FINAL RESULT
Delivering Predictable Growth from Whitespace Accounts
- Consistent flow of BANT-qualified, executive-level meetings.
- Greater visibility into previously under-engaged accounts.
- Stronger alignment between sales and marketing, enabling more effective account execution.
“Whitespace accounts are often overlooked, leaving significant opportunities untapped. S2M’s disciplined approach — precise targeting, executive engagement, and seamless integration with sales and marketing — consistently converts whitespace into predictable growth.”
— Guillaume Charron, Managing Director, S2M
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