Case Study: Global Telecom Technology Provider triples new-logo win rate and lifts new-logo bookings to $9M with Cien

Global Telecom Technology Provider - Customer Case Study

Global Telecom Technology Provider was generating over 90% of revenue from large, existing accounts but struggled to land new logos for a newly introduced $200k product aimed at regional players—after a year the segment had only a 5% win rate. Cien was engaged (leveraging the TrueAI GTM Suite) to diagnose why reps weren’t prospecting, why prospects went radio-silent, and why the value proposition wasn’t resonating for this market.

Cien ran an aggregate win-loss analysis, reworked collateral and demo scripts, updated account planning and contact data, and shifted targeting to include marketing leaders and other key stakeholders. The changes grew new pipeline opportunities 50% (200 → 300), increased total new-logo pipeline from $40M to $60M, tripled win rates (5% → 15%) and new-logo bookings ($2M → $9M), reduced early-stage losses (70% → 45%), and raised average deal stakeholders (+33%), driving significant revenue impact attributed to the transformation.