Case Studies

Learn more about DemandGen's marketing automation and lead management services www.demandgen.com | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2015 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 DemandGen was constantly on top of it...It's second nature to them to look at all the options and give us the best practices." − Divya Jumani, Marketing Operations Manager, Five9 The project kicked off with DemandGen's thorough audit of the Marketo system's architecture and the business processes around it. Though a series of workshops, the team developed a plan of action, including scrapping the existing demand funnel, developing a new one, enhancing lead scoring, developing an entirely new gating strategy and subscription center, and running campaigns under the new approach. Like Schoolhouse Rock's 'How a Bill Becomes a Law,' the team created a clear, memorable approach to understanding 'How a Lead Becomes a Deal.' "We have posters of the architecture hung in the CEO's offi ce, my boss's offi ce, all the sales cubes," explains Doug. "It's a reminder to everyone that we've got this proven process for how everything needs to happen, and everyone needs to be on board. Here's what lead scoring does and why, and how it impacts you, and the same with nurturing. That was the foundation for building the revenue engine." After that, it was full steam ahead through implementation and deployment. During the Project Five9 Marketing Operations Manager Divya Jumani, who "lives and breathes in Salesforce and Marketo," was responsible for driving involvement with the Five9 stakeholders, and collaborating with the DemandGen consultants who did the majority of the heavy lifting. Throughout the workshops and brainstorming sessions, Doug and Divya looked to DemandGen to guide their thinking and consider different use cases. "It's second nature to them to look at all the options and give us the best practices," Divya observes. "They always start with the end in mind and work backward to get us there. For example, when we talked about contact status, Nova probed into what we really were trying to do and explained which fi elds should be linked to the contact record so we won't lose the activity history once the lead is converted." Divya and the DemandGen consultants worked hand- in-hand to create all the new campaigns and workfl ow actions in Marketo, and a DemandGen developer constructed highly functional new forms. "We wanted to be ready to roll as soon as everything was approved. We were moving at a crazy speed, and checked with each other all the time, even after business hours and over the weekend: DemandGen was constantly on top of it," Divya remarks. And DemandGen's support extended beyond project details. For example, Five9's Salesforce instance is complex, and the company's own contact center product is deeply integrated, so making changes to Salesforce could be challenging in more ways than one. "It's hard for Sales to accept change, but we needed to make all these changes. The DemandGen people really helped me craft the story to get the buy-in we needed from Sales and the core IT team that handles Salesforce," Divya confi des. "I tend to get too technical, so they coached me on how to talk about the concept and the ROI, the what's-in-it- for-me kind of thing. Our lead consultant has a knack

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