Rackspace Technology Expands Global Marketing Capabilities
How a cloud solutions provider increased lead volume by 55% and revenue per user by 84% with marketing operations consulting.
Client background:
Rackspace Technology™ is a $2.7B multicloud solutions provider helping customers optimize their cloud-hosting implentations at any stage.
As the move to cloud-hosting accelerates, Rackspace has been expanding its global presence. The company chose to return to the public market during the 2020 pandemic.
Facing challenging business headwinds, Rackspace decided to streamline its Marketing Operations and MarTech stack.
Enter: The Pedowitz Group
In 2020, Rackspace chose SFMC as its Marketing Platform of Record and TPG as its implementation partner.
In conjunction, they chose to upgrade their lead management, campaign processes, and reporting capabilities, which extended into 2021 with SFMC advisement, campaign support, and lead management support on a global scale.
1. Platform Migration
TPG assisted with Rackspace’s contract review process by providing platform comparisons and decision criteria.
Once Rackspace committed to migration from Marketo to Salesforce Marketing Cloud, our familiarity with their Marketo environments enabled us to build a “shortest distance” MAP migration plan including:
- Systems Configuration and Deployment
- Systems Integration Architecture
- Data Governance and Operations
2. Lead Management
3. Build, Testing & Execution
In addition, we audited Rackspace’s data management and MarTech architecture to identify areas of overlap and disuse, equipping Rackspace to streamline their stack and reduce costs.
4. Reporting
We audited Rackspace’s reporting, identified gaps, then took action to improved closed-loop data analysis and reporting through Einstein Analytics.
5. U.S. and Global Rollout
TPG led phased SFMC launches and training for Rackspace’s Marketing teams.
Sessions also introduced teams to new lead management, campaign, and reporting processes.
Business impact:
In the first year after migrating to their new MAP, their dashboards reported a 55% increase in lead volume and 84% increase in average revenue per user.
Through the global ticketing system, TPG has deployed thousands of campaigns for Rackspace. We support hundreds of requests annually, ranging from complex campaign builds to advisory services to architecture enhancements.
Rackspace’s global marketing teams have continued to unify their processes and expand their capabilities. TPG remains engaged in a variety of advisory and managed services capacities as Rackspace continues to grow market share.
$5M
Annual licensing fees saved
70%
Reduction in tech stack
70%
Reduction in tech stack
The Pedowitz Group has been an invaluable partner for Rackspace, helping our marketing organization be more agile in our evaluation, onboarding and adoption of critical technologies that enable our ever-changing business. They are not only experts in MarTech, but have also anchored themselves in our business objectives so that together, we are unlocking technology to get to the right outcomes for Rackspace Technology.
BEN STALEY
Director of Marketing Intelligence & Global Partnerships, Rackspace
Services used:
Marketo
Experience success, optimize efficiency, and propel growth through our Marketo mastery and guaranteed achievements.
Marketing Operations
Optimize processes, boost productivity, and drive results with expert marketing operations consulting services.
Lead Management
Make your marketing and sales efforts more efficient, maintain a healthy relationship with potential clients, and drive business growth with our lead management services.