Case Studies

Learn more about DemandGen's Lead Management 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 The whole process has engaged sales and marketing to produce an integrated sales and marketing process that is the product of both teams." and increase their effectiveness," he said. "With Eloqua, we were only tracking email blasts, which was a small part of the picture. Plus, we needed to better define the roles and responsibilities of our Teleservices staff and ensure they were following up on campaigns in a consistent, effective way." SOLUTION TycoIS worked with Sirius Decisions, a leading global business-to-business research and advisory firm, to assess the Sales and Marketing processes affecting lead management. "They helped us identify best-in-class frameworks and tools to address shortcomings of our approach, then tailored those products to meet the specific requirements of our business methods and systems," said Kemp. Next, Kemp enlisted DemandGen to help define the business and technical processes required to work within the new tools and frameworks. "DemandGen provided additional staff and expertise for executing system integration and connecting external data sources," said Kemp. "They delivered and helped us with campaign execution and showed us how to leverage reporting within Eloqua." Through their engagement with DemandGen, TycoIS was able to develop a roadmap for best-practice, best-in-class demand funnel taxonomy, and providing guidelines and a common language to enable Marketing and Sales to establish performance benchmarks. They also defined and articulated the various funnel stage definitions and criteria for tracking a lead from the time it enters the funnel to conversion. Finally, DemandGen helped TycoIS define the roles and responsibilities of everyone involved, so they know what part they play in the lead management process. "DemandGen helped us lay the foundation for lead nurturing and map the process to the buyer's journey," said Kemp. "Our new framework for lead scoring can be used to drive top-of-funnel stages and move qualified leads through the funnel." RESULTS The implementation, which took about 18 months, has provided numerous benefits. "Our new lead management program enables better transparency and collaboration between Marketing and Sales through a common taxonomy and process for qualifying leads," said Kemp. "We now have consistent rules of en- gagement, and consistent ways of identifying and up-leveling leads as they move closer to becoming qualified leads. We're all speaking the same language, too, and that helps us be more effective in the way we communicate with potential customers." With lead management running smoothly, TycoIS is now free to focus on creating highly targeted campaigns and refining their scoring model, so they can tailor communications to prospects and customers at specific stages their journey. "Thanks to DemandGen, we have better alignment between teams and repeat- able processes that save time and eliminate confusion, making us more consis- tent and better equipped to create campaigns that drive lead conversion."

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