Unifying sales and marketing with a comprehensive demand center

In an increasingly complex and cluttered world where customers have countless options, creating amazing experiences is how businesses can continue to drive business growth. However, delivering those experiences often requires collaboration, planning, and creativity across multiple teams.

A large medical technology company faced this challenge and needed a better way to create engaging, connected customer experiences throughout its marketing and sales funnels. Shift Paradigm, a Gold-level Adobe Solution Partner, knew it had to go beyond unifying the company's sales and marketing processes to enable the company to achieve its goals.

With Adobe Marketo Engage, Shift Paradigm could create a centralized place where the medical technology company could unify its efforts and better collaborate on all sales and marketing activities.

With the clear goal of a comprehensive campaign and launch center in mind, Shift Paradigm set to work. The first step was closely partnering with the customer to understand the teams' current processes and procedures. Next, the agency utilized the robust features and functionality of Adobe Marketo Engage to help design a Demand Center that would enable the company to take an orchestrated approach to demand generation.

After it launched, the Demand Center was a resounding success. By centralizing data management, delivering rolled-up reporting, and standardizing processes and methodologies across the company, the company could coordinate its efforts much more effectively. In addition, the Demand Center led to a tighter integration of the marketing, sales, and service teams.

With a single location from which to gather information, the medical technology company's business units were able to drive more revenue at each stage of the customer journey. With Marketo Engage, the marketing department improved many aspects of its lead management standards and processes. Both top-of-funnel activities, including lead generation and qualification, and mid-funnel efforts like lead scoring, tracking, and nurturing, were revamped and provided the company with more opportunities.

The Demand Center also provided a more holistic and connected experience between the company's instances of Marketo Engage and Salesforce. With the improvements, the sales team enhanced its tactics and processes with sales accepted leads (SALs) and sales qualified leads (SQLs) in Salesforce. Additionally, marketing and sales enablement efforts were improved and now tracked accountability to increase operational readiness.

While the company had set ambitious lead conversion goals for the project, Shift Paradigm exceeded them by 10%, demonstrating the agency’s expertise and the power of Adobe Marketo Engage. "In partnership with Shift Paradigm, our teams were able to create new and improved lead management standards and processes to deliver value and impact to our customers and organization," said the company's Director of Digital Marketing for the US Region.

Thanks to the new Demand Center, the company can set even more challenging goals, drive growth across the business, and ultimately, create amazing customer experiences.