TELUS Digital: Research Shows Enterprises Are Leaving Significant Revenue on the Table by Underutilizing CX Partnerships for Sales and Customer Acquisition

Why It Matters

Expanding CX outsourcing into revenue‑driving activities can unlock untapped growth and improve ROI for large enterprises, reshaping how they evaluate partner performance.

Key Takeaways

• 27% outsource analytics; only 15% outsource acquisition.
• Revenue growth ranks second after cost savings in CX partnerships.
• AI‑driven talent can power outbound B2B sales pipelines.
• TELUS Digital’s B2B team delivered 47.6% conversion lift, $121 M revenue.
• 80,000 specialists serve 600+ brands across 35+ countries.

Pulse Analysis

The IDC InfoBrief commissioned by TELUS Digital highlights a paradox in enterprise CX strategies: while 27% of large firms outsource customer analytics and 24% delegate tech support, only 15% turn to third‑party providers for customer acquisition. This imbalance means organizations are capturing cost efficiencies but missing out on the higher‑margin revenue opportunities that proactive sales functions can deliver. By quantifying the current outsourcing mix, the research underscores a clear market inefficiency that could be remedied with a shift in partnership focus.

Enterprises typically select CX partners based on pricing flexibility, AI capabilities, and talent depth, yet they apply these criteria to support‑centric tasks. The study suggests that when success metrics remain tied to service‑level agreements and cost control, partners stay in a reactive role. Reframing evaluation criteria to include pipeline generation, conversion rates, and revenue impact would incentivize providers to leverage their AI‑driven analytics and skilled agents for outbound B2B and B2C sales, turning data insights into tangible pipeline growth.

TELUS Digital positions itself as the bridge between traditional CX outsourcing and revenue‑focused sales enablement. With a global workforce of over 80,000 specialists, AI‑enhanced demand‑generation tools, and a proven record—illustrated by a 47.6% conversion‑rate lift and $121 million in operating net revenue for a leading fintech—the company demonstrates how CX partnerships can evolve into scalable sales engines. The recent Stevie Award for Demand Generation further validates its capability to deliver measurable growth, signaling to enterprises that a strategic CX partnership can be a direct driver of top‑line performance.