Case Studies

© 2019 DemandGen International, Inc. All rights reserved. All other product and company names may be trademarks of their respective owners. DemandGen International® helps Concur, part of SAP, a leading B2B provider of integrated travel and expense management solutions, target prospects. CHALLENGE The primary obstacle facing Concur's sales and marketing teams was scaling the growth to engage different industries and companies with different products, specifically mid-market and enterprise organizations. The company sought out a systematic way to identify prospects, strategically address pain points and nurture those prospects immediately with relevant information. "There weren't clear funnel definitions between sales and marketing during the entire sales process," explained Greg Forrest, Former Sr. Director of Marketing Operations & Demand Central for Concur. "We had service-level agreements with sales that were based on campaign type and were confusing. Lead quality was spotty and we didn't have a way to report on inquiry-to-closed-business funnel metrics." DESTINATION: SALES & MARKETING ALIGNMENT SITUATION Inefficient lead management led to spotty lead quality and follow-up, impacting revenue. SOLUTION DemandGen's comprehensive approach incorporates marketing and sales alignment as well as lead scoring that moves prospects through the funnel using activity triggers. RESULTS ROI in marketing effectiveness, revenue generation, and rapport with Sales improved significantly, and the program was honored with major marketing awards. Concur's main business goal was to develop a process and taxonomy that would align sales and marketing teams. Next, the company wanted to deploy a demand generation platform that would produce quality revenue performance management reporting. Additionally, Concur wished to develop automated core programs to help prospect progression become more systematic. To improve efficiencies and increase overall revenue, sales and marketing noted that a key element of an optimal lead management approach would be leveraging a lead scoring method that seamlessly moved prospects through the funnel based on KPI triggers. As this approach represented a significant change in process, sales and marketing needed specific education to fully understand new nurturing tactics and lead scoring methods, and to raise enthusiasm and motivate adoption. DemandGen has the business acumen to help with sales and marketing alignment,and also has a high level of technical ability. They aren't afraid with their recommendations, and they make sure the wings won't fly off your plane." - Greg Forrest, Former Sr. Director of Marketing Operations & Demand Central, Concur © 2019 DemandGen® International, Inc. All rights reserved. All other product and company names may be trademarks of their respective owners. "

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