“Prior to creating a formal Top of Funnel program at Compugen, we didn’t have established lead metrics.  Marketing activity generated some leads, but they were inconsistent and generally originated from trade shows or events.  Leads were distributed to sales for follow-up, but rarely entered into CRM or measured over time. Account Executives were expected to fill their sales funnel through individual prospecting.   As with many organizations, lead tracking and gaining insight into marketing activity and event ROI were common sources of frustration.

Compugen had been growing steadily for decades, but in 2021 the company was ready to make the leap to explosive growth.  We recognized that dedicated prospecting would be necessary to get to the next level.  We engaged a large US-based lead generation company for two significant multi-channel lead generation projects, but unfortunately we were deeply unimpressed by the results.  Despite a strong upfront sell, project management was sloppy and follow-up was terrible.  That negative experience almost killed the entire initiative right there.

I was looking for a Canadian partner that I could trust and who could execute nationwide in both English and French.  A Compugen team member in Montreal had worked with VSM in the past and recommended that I try them for a Quebec-focused initiative.  I met with Nathalie and immediately felt that she understood our business objectives, had a vision of what we could accomplish together and would invest in the relationship such that our first project would be successful.  It helped that they already knew our business and worked with other national hardware partners in the IT space.” 

– Cliff Hatch, Commercialization/Demand Gen Lead, Compugen Inc.