Issue link: https://resources.demandgen.com/i/853027
A UNIFIED MA PLATFORM PROVIDES GREATER EFFICIENCY SITUATION CenturyLink needed to complete a successful migration of its marketing automation platform to improve efficiency and cut the costs of managing disparate, legacy marketing platforms. SOLUTION Marketing automation services partner, BDO Digital, helped CenturyLink execute a successful migration in about nine months. RESULTS Today, approximately 1,500 salespeople and 150 global marketers are unified by the Marketo platform. The company has generated 26,000 MQLs for sales since the migration, a 20% increase year over year. BDO DIGITAL HELPS CENTURYLINK INCREASE MARKETING QUALIFIED LEADS (MQLS) BY 20% WITH SUCCESSFUL MARKETO MIGRATION. OVERVIEW Successfully completing a marketing automation platform migration requires many key organizational decisions to happen, long before you actually migrate any data or programs. CenturyLink recently went through this process, as they worked to improve efficiency and cut the costs of managing disparate, legacy marketing platforms by migrating to a single instance of Marketo. CenturyLink is a global communications, hosting, cloud and IT services company enabling millions of customers to transform their businesses and their lives through innovative technology solutions. The company offers network and data systems management, big data analytics and IT consulting, and operates more than 55 datacenters across North America, Europe, and Asia. CHALLENGE Being such a large company, migrating CenturyLink's data would require extensive planning and operational change management across the organization. Prior to the migration, CenturyLink had a robust Marketing Automation platform and two instances of Marketo in place. Managing and working within three disparate systems was inefficient, and its limited marketing staff was overtaxed. "Having data in three separate systems was inhibiting our ability to leverage the data to its full potential," "Nevertheless, migration was a must." - Scott Berns, Director of Lifecycle Marketing at CenturyLink