#Technology

How a high tech company re-engineered their marketing efforts into a demand generation engine

A client in the high-tech industry asked Verticurl to help them transform into a demand generation engine–owning and delivering against opportunities.

The Challenges

The Marketing Leaders realized that there were significant issues across their funnel management processes and teams:

  • Each market runs in a silo
  • Database is siloed, across functions and teams
  • Ineffective communication with customers
  • Low visibility to marketing returns
  • Sales and marketing teams are not aligned

Verticurl’s Solution

Verticurl worked on a regional and in-market engagement model to drive close alignment across teams as well as to help localize plans and campaigns based on each team’s requirements

  • Set up an integrated regional demand center to coordinate and centralize planning across region
  • Operationalize Demand Waterfall by clearly defining and measuring each funnel stages
  • Enable greater visibility into marketing and sales funnel
  • Leverage on their MarTeach stack and telemarketing to improve overall lead

Results

Internal processes

  • Standardization of lead definition and SLAs across marketing, Tele and Sales functions. As a result, sales and marketing teams are more aligned. The sales acceptance rate has doubled from less than 40% to over 70%.

Campaign deployment and optimization to improve customer engagement

  • 2-fold increase in campaign volume with a 4-fold increase in campaign engagement metrics.

Ability to deliver against opportunity targets, and track and optimize through the funnel performance

  • 8-fold increase in marketing contribution to sales in 3 years.

Improved funnel performance:

  • 8% increase in Sales Ready Opportunities.
  • 293% increase in Sales Qualified Opportunities.
  • 114% increase in Sales Acceptance Conversion.

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