The Challenge
As Ciena’s global marketing operations expanded, managing Marketo at scale became increasingly complex. The team faced challenges in campaign execution, lead management, and marketing attribution, which hindered their ability to drive consistent engagement and operational efficiency across regions.
Key pain points included:
- Resource constraints – Limited internal bandwidth made managing large-scale, multi-region campaigns difficult.
- Inefficient workflows – Manual processes slowed down campaign execution, reducing speed-to-market.
- Data and reporting gaps – A lack of clear attribution models made it challenging to measure marketing’s contribution to pipeline growth.
Ciena needed a managed services solution to overcome these barriers and maximize their Marketo investment to enhance efficiency, improve scalability, and provide better data-driven decision-making.
The Solution
As Ciena expanded its global marketing efforts, it became evident that their Marketo operations needed a scalable and efficient support system. The company evaluated several options, including hiring additional in-house resources and outsourcing campaign execution to agencies. However, they needed a partner with deep expertise in Marketo optimization, lead management, and process automation—one that could provide ongoing, hands-on support while ensuring global consistency.
After evaluating multiple solutions, Ciena selected The Pedowitz Group (TPG) due to its proven success in managing Marketo at scale, optimizing campaign workflows, and enhancing marketing attribution models. TPG’s dedicated managed services approach offered Ciena a way to accelerate campaign execution, improve reporting accuracy, and streamline lead handoff processes across multiple regions.
How We Made an Impact
- Marketo Managed Services – Provided ongoing support for campaign execution, system optimization, and automation best practices.
- Lead Management & Scoring – Improved MQL-to-SQL conversion rates with structured lead scoring and segmentation models.
- Data & Reporting Enhancements – Enhanced marketing attribution and performance tracking for better decision-making.
- Process Automation & Workflow Optimization – Streamlined global campaign execution, reducing manual workload and improving efficiency.
With these improvements, Ciena significantly increased operational efficiency, enabling their marketing team to focus on strategy and engagement rather than execution bottlenecks.
The team’s expertise and structured approach have transformed how we manage Marketo at scale. Their leadership, creativity, and process efficiency have significantly improved our marketing operations and execution. - Daniela Szymczak, Senior Manager Digital Marketing
The Results
By partnering with The Pedowitz Group (TPG), Ciena transformed its global marketing operations, making Marketo more efficient, scalable, and data-driven. Using a dedicated managed services approach, the company accelerated campaign execution, enhanced lead management, and improved marketing attribution accuracy.
Key Outcomes:
- 30% increase in campaign execution efficiency, reducing turnaround time for global marketing programs.
- 25% improvement in lead conversion rates, optimizing the MQL-to-SQL handoff process.
- 40% improvement in marketing attribution accuracy, enabling better visibility into campaign-driven pipeline impact.
- 100% global campaign deployment consistency, ensuring seamless execution across all regional marketing teams.
With an optimized Marketo infrastructure, Ciena’s marketing team gained the agility and efficiency needed to scale operations, focus on higher-impact strategies, and confidently measure campaign success.
