Reward Gateway, one of the world's leading employee engagement platforms (acquired by Edenred for £1.15 billion in 2023), had an ambitious MQL target and a shrinking window to hit it. Their CRM was full of warm leads from webinar registrations, whitepaper downloads, and content engagement — but their in-house SDR team was already at capacity. The CMO came to Pointer with a clear brief: call 5,000 warm leads, requalify their interest, and invite them to an upcoming high-conversion event. Pointer worked through every single lead in a single month, generating significant event registrations and helping the team hit their numbers.
The Key Question
How does a large enterprise marketing team hit an aspirational MQL target when the leads exist but the capacity to work them doesn't?
About Reward Gateway
Reward Gateway is a global employee engagement platform that helps over 4,000 companies across 23 countries connect, recognise, and support their people. The platform brings employee benefits, discounts, reward and recognition, wellbeing, communications, and surveys into one unified hub — serving more than 8 million users worldwide.
Founded in London in 2006, Reward Gateway grew rapidly through multiple private equity stages — from Inflexion Private Equity to Great Hill Partners to Abry Partners and Castik Capital — before being acquired by Edenred, the global leader in employee benefits, for £1.15 billion in 2023. At the time of acquisition, the company was generating approximately £95 million in revenue with over 650 employees across the UK, US, Australia, and Bulgaria.
This is not a startup. Reward Gateway is a scaled, global enterprise with a mature marketing and sales operation.
The Situation
Reward Gateway's CMO had set aspirational MQL targets for the year. The marketing team had done their job — webinar registrations, whitepaper downloads, content engagement, and campaign responses had filled the CRM with thousands of warm leads. The pipeline was there.
They also had an upcoming event that historically drove strong conversions. The event was the perfect vehicle to re-engage their database and convert warm interest into qualified pipeline. On top of that, they had a curated list of 5,000 contacts who were likely to be interested in attending.
The ingredients were all there. What they didn't have was time — or capacity.
The Challenge
Reward Gateway had a capable in-house SDR team, but they were fully committed to their existing workflows — working inbound leads, supporting AEs, and running their own outbound cadences. Pulling them off those activities to grind through a requalification campaign of 5,000 contacts would have meant disrupting the entire pipeline operation for weeks.
The CMO needed surge capacity — a team that could work through the list without touching the existing operation. The brief was specific:
The scope was clear. The timeline was tight. They came to Pointer.
The Solution
Rapid Mobilisation
Pointer assembled a dedicated calling team and briefed them on Reward Gateway's value proposition, the event details, and the qualification criteria. This wasn't cold outreach — these were warm contacts who had already engaged with Reward Gateway's content and brand. The conversations were about reigniting interest and converting it into action.
Disciplined Execution
Working through 5,000 contacts in a single month requires operational discipline. Pointer ran the campaign with structured daily call volumes, consistent messaging, and real-time reporting back to Reward Gateway's marketing team. Every contact was worked. Every outcome was logged. Every registration was facilitated.
The team focused on quality conversations, not just dials. Each call was a genuine requalification — understanding whether the contact was still relevant, still interested, and whether the event was the right next step for them. Contacts who weren't a fit were flagged and categorised so Reward Gateway's team could nurture them through other channels.
Zero Disruption to Existing Operations
Throughout the entire month, Reward Gateway's in-house SDR team continued their normal activities without interruption. No workflows were paused. No inbound leads were neglected. No AE support was compromised. Pointer operated as a parallel engine — additive capacity that worked alongside the existing operation rather than competing with it.
The Results
| Metric | Detail |
|---|---|
| Warm leads worked | 5,000 — every single contact in the list |
| Timeline | Completed within a single month |
| Disruption to in-house team | Zero — existing SDR operations continued uninterrupted |
| Event registrations | Significant volume driven through direct outreach |
| MQL target | Hit — the campaign helped Reward Gateway reach their aspirational number |
Pointer worked through all 5,000 warm leads from Reward Gateway's CRM within a single month, maximising their MQL volume for the year.
The campaign wasn't about generating new leads from scratch. It was about activating what was already there — turning a database full of warm intent into qualified pipeline and event attendance, on a timeline that the in-house team simply couldn't have delivered alone.
Why This Matters
Most enterprise marketing teams face this exact problem at some point in their planning cycle. The leads exist. The event is booked. The target is set. But the SDR team is at capacity, and the window is closing.
The typical response is one of three bad options:
Pointer offers a fourth option: surge capacity on demand. A trained team that can be deployed against a specific campaign, within a defined timeline, without disrupting anything that's already working. No permanent headcount. No operational disruption. Just execution. Learn more about Pointer's outsourced calling service or explore how we recruit sales and SDR talent for permanent teams.