Sierra Atlantic
Marketo has made our sales team more successful. We have reduced cold calls by more than 50%, doubled the lead flow and increased new customers by 70%.”
Scott Ciccone, Director of Marketing
Sierra Atlantic
Highlights
- Increased lead flow by 200%
- Reduced cold calls by more than 50%
- Increased new customers by 70% this year
Challenges
Sierra Atlantic, a leader in off-shoring enterprise applications and outsourced product development, is a mid-size company with a limited marketing budget. With an inflexible marketing system in place, Sierra Atlantic's marketing team had limited outreach and no way to prioritize, identify or score prospects. As a result, Sales reps were making 90% cold calls, and major campaigns were too expensive and difficult to create and maintain. Sierra Atlantic needed a marketing automation solution that could adapt to their needs without draining their resources.
Solution
With Marketo Lead Management, Sierra Atlantic can more effectively utilize its limited marketing resources thereby creating the perception of a much larger organization. Its nimble marketing team can create sophisticated landing pages, newsletters and marketing campaigns quickly and at a low cost. In addition, its lead nurturing programs ensure that no leads slip through the cracks. Today, direct sales reps receive the hottest leads and opportunities, while the relatively "cooler" leads are sent to inside sales. Sales reps that were used to cold calls now have unprecedented insight into the behavior and demographics of their prospects.
Benefits
By mid-year, Sierra Atlantic is on track to acquire 70% more new customers in 2009 than in 2008, a dramatic improvement in a down economy. In addition to new business, Sierra Atlantic has reduced marketing costs, decreased cold calling by more than 50%, and doubled its overall lead flow.
