Case Studies

Learn more about DemandGen's campaign execution services www.demandgen.com | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2016 DemandGen International, Inc. All rights reserved. DemandGen and the DemandGen logo are registered trademarks of DemandGen International. All other product and company names may be trademarks of their respective owners. 2 SOLUTION Nandzik worked with DemandGen to develop a hybrid model in which DemandGen serves as an extended part of the Global Demand Center, delivering Campaign Execution Services to augment its efforts. DemandGen provides a dedicated and scalable team of two campaign managers and two producers who work remotely. While DemandGen can provide a ticketing system to manage campaign execution requests, Nandzik's team uses Podio, Citrix's own collaboration product, for managing campaign requests. DemandGen campaign managers take a look at every ticket to ensure all information is provided, and if not, they do the legwork to follow up with requesters. Once all components for the campaign have been provided, they pass it along to campaign specialists for execution. "Bringing in DemandGen doubled our staff," said Nandzik. "They took over much of the campaign execution and also helped us with campaign management, building assets and managing requests as they came in." The ability to scale was a critical factor, as Citrix often acquires companies, and handling so many requests. "We already had our processes in place, but scaling them was problematic," said Nandzik. "With DemandGen on our team, we can ensure all processes are followed, and this helps speed execution and improve the quality of our campaigns." RESULTS Over the past year, DemandGen has helped Citrix complete 1,433 campaigns. With DemandGen handling most of the execution work, the existing in-house team can refocus their efforts on more complex, business-critical tasks, such as planning and analysis. "Now that we're not buried in the minutia of campaign management and execution, we can add value with planning and analysis work that increases the effectiveness of our campaigns," said Nandzik. "De mandGen has given us the time we need to do more strategic planning, which helps us get better results from our efforts." Additionally, leveraging DemandGen has eliminated the problem the team was having with employee churn. "We no longer have to recruit, hire and train employees that are likely to move into other roles in a year or two," said Nandzik. "Having the enabling our in-house staff to elevate their skillsets and leave the repeatable execution work to a trusted third-party partner." Readiness Targeting/ Performance PMO 2 x Campaign Managers 2 x Producers THE HYBRID STAFF MODEL INTERNAL TEAM (= Headcount) SCALABLE TEAM (= Budget) Demand Center

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