How Trend Micro Unlocked a Hidden Revenue Segment with Sales Support

Initial Challenges and Customer Context

The segment that no one was watching

What happens to accounts with no owner? They disappear.

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Trend Micro organizes its commercial operation by account tier — Enterprise, Mid-Market, and SMB — and by the type of manager assigned. Named accounts have a dedicated account manager. No-Named accounts don't.

That distinction turned out to be a critical blind spot.

The No-Named segment in LAR represented a large volume of accounts, but without dedicated coverage it was effectively invisible: no forecast, no structured renewal follow-up, no pipeline hygiene. Opportunities were delayed or simply lost — not because the market wasn't there, but because the operational capacity to work it didn't exist.

Channel partners, the main route to market for these accounts, weren't getting the support they needed from Trend Micro either. The result: a segment underserved both from the vendor side and the channel side.

Solution Development

Building the operational layer from scratch

It wasn't a one-year project. It was a four-year evolution.

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EDSA's engagement with Trend Micro didn't start at full scale. It evolved over four years, expanding scope as the model proved its value.

Phase 1 - Foundations: The team began with channel training and coordinating first contacts between prospects or partners and Trend Micro's pre-sales (SE) team.

Phase 2 - Data and pipeline: As the operation matured, the team took on CRM cleansing — calling accounts directly to validate and update contact data — and began tracking new business and renewal forecast.

Phase 3 - Full commercial operation: Today, the team of 8 professionals operates as a full commercial support unit covering the entire No-Named LAR segment.

Contact Center & Campaigns

Contact database generation, analysis, and refinement. Execution of automated email campaigns, outbound phone calls, and LinkedIn outreach. Campaign reporting with performance indicators.

Commercial Processes

Coverage and follow-up with channel partners and Channel Account Managers. End-to-end Deal Registration management: assignment, approval, opportunity, and quoting. Renewal and upgrade tracking. Partner Registration management.

Tools & Systems

The EDSA team operates with the following technology stack: Dynamics 365, Salesforce, Mailchimp, 8x8, Sales Navigator, Lusha, SalesQL, and proprietary quoting and forecast tracking tools. The proactive incorporation of artificial intelligence across several of these processes has been a key differentiator in recent periods.

Impact and Achieved Benefits

An ignored segment, turned into a growth engine

Los números hablan, pero la forma de trabajar es lo que los diferencia.

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"We've been working with EDSA on Sales Support for over 4 years. The most relevant thing isn't just the support itself, but the concrete impact they achieved on our commercial operation. They eliminated a lot of 'operational noise' from our day-to-day, allowing the team to focus on what truly moves the business. They were especially effective in proposal management, follow-ups, and execution of smaller deals — where efficiency is typically lost. There, they made a clear difference in speed and consistency. An additional differentiator is that, across several of their processes, they're proactively incorporating the use of artificial intelligence — which not only improves efficiency but positions them as a strategic partner, aligned with how business is evolving. Today we see them as a real extension of the team, not a vendor."

Marcelo Lerra Sales Director LAR

Results after four years of working together:

~30% pipeline growth, driven by systematic coverage of the No-Named segment that simply didn't exist before.
~28% improvement in sales team productivity, by eliminating the operational noise from day-to-day work.
Reduced errors in proposals and greater consistency in deals under USD 20K, where efficiency is typically lost.
Improved CRM hygiene and the cleanup and organization of a base of over 3,000 enterprise accounts and channel partners, with direct impact on pipeline management and decision-making.
No-Named segment forecaststructured for the first time, enabling visibility and decisions that were simply not possible before.