The Challenge
As Cisco expanded its global marketing efforts, it faced challenges scaling campaign execution, managing lead quality, and measuring marketing’s contribution to revenue. While Cisco had a sophisticated marketing automation infrastructure, inefficiencies in lead scoring, data tracking, and sales handoff processes created bottlenecks that limited pipeline growth and sales alignment.
Key challenges included:
- Inefficient campaign execution, slowing down speed-to-market for demand generation programs.
- Inconsistent lead qualification, making it difficult for sales teams to prioritize high-value prospects.
- Limited visibility into marketing performance, creating challenges in proving ROI and optimizing spend.
Cisco needed a data-driven approach to marketing automation, lead management, and sales alignment to unlock greater efficiency, improve marketing attribution, and drive scalable growth.
The Solution
As Cisco looked to optimize its marketing automation and lead management, the company explored several approaches, including internal process improvements, third-party consulting, and technology upgrades. While Cisco had a robust MarTech stack, it needed a strategic partner with deep expertise in marketing automation, lead scoring, and campaign execution to ensure scalable, measurable growth.
After evaluating multiple options, Cisco selected The Pedowitz Group (TPG) due to its proven track record in marketing technology optimization, revenue attribution, and sales enablement. TPG’s ability to align marketing and sales processes, improve automation workflows, and implement data-driven strategies made it the ideal partner for Cisco’s global marketing initiatives.
How We Made an Impact
- Marketing Automation Optimization – Enhanced workflow efficiency, lead nurturing, and campaign execution to scale demand generation.
- Lead Scoring & Qualification Strategy – Implemented structured lead scoring models to prioritize high-value prospects and improve conversion rates.
- Attribution & Performance Tracking – Developed data-driven attribution models to measure marketing’s impact on pipeline and revenue.
- Sales & Marketing Alignment – Streamlined MQL-to-SQL handoff processes, ensuring seamless lead progression between teams.
With these improvements, Cisco was able to accelerate marketing execution, improve lead quality, and gain deeper insights into campaign performance.
The Results
By partnering with The Pedowitz Group (TPG), Cisco transformed its marketing automation and lead management processes, resulting in greater efficiency, improved lead quality, and more substantial sales alignment. With optimized campaign execution, data-driven lead scoring, and enhanced marketing attribution, Cisco could scale its demand generation efforts while demonstrating marketing’s contribution to revenue growth.
Key Outcomes:
- 35% increase in campaign execution efficiency, accelerating speed-to-market for global marketing initiatives.
- 30% improvement in lead qualification accuracy, ensuring sales teams prioritized high-value prospects.
- 40% boost in marketing attribution accuracy, providing deeper insights into pipeline contribution.
- 25% increase in marketing-generated pipeline, strengthening demand generation and revenue impact.
With a scalable, data-driven marketing framework in place, Cisco’s marketing team gained the agility and visibility needed to optimize demand generation, improve ROI, and drive measurable business growth.
