“Salesforce was only telling us a small portion of Marketing’s impact on sales. With BrightFunnel, we get the complete picture.”Janelle Donovan
—Janelle Donovan, Sr. Director of Marketing

The Challenge

ServiceMax helps companies like Coca Cola Enterprises and Tyco transform their field service organization to deliver fast and effective service that increases customer satisfaction and ultimately drives service revenue. As a B2B company, their marketing organization needed to be able to tie spend to revenue, but the team faced key challenges:

  • Having deeper visibility than could be provided by Salesforce.com alone.
  • Getting a complete view of marketing’s impact at every stage of the funnel;
  • Measuring campaign spends, direct impact on pipeline and revenue;

The Solution

ServiceMax turned to BrightFunnel to uncover what was happening throughout the lead lifecycle.

By connecting BrightFunnel to their CRM, ServiceMax could easily tie marketing spend to revenue and pipeline. Now actionable insights, by region or segment, were available instantly without having to run time-consuming reports and manipulate data in excel. “We relied on endless manual calculations and spreadsheets to derive campaign attribution,” said Janelle Donovan, Sr. Director of Marketing at ServiceMax, “and understanding the velocity of lead to sale was impossible to do before.”

BrightFunnel’s multi-touch campaign attribution was a big win which ultimately drove more awareness in sales on the impact of key marketing campaigns. Donovan explains that the volume of campaigns being run often creates noise within the sales organization, resulting in too many factors to push to a prospect or account at any given time. In order to break through the noise, she needed to surface specific data on the most valuable campaign types. Using BrightFunnel, Donovan’s team revealed that every closed/won deal has included at least two live touches—such as roadshows or conferences—during the buyers’ journey.

The ROI for live events was clear and the spend, justified. Not only has Donovan captured sales’ attention, the sales team is now highly motivated to get their prospects to attend, knowing that there’s a direct correlation between events attended and the likelihood to a closed deal.

The Results

BrightFunnel has allowed ServiceMax to fully understand how their marketing efforts translate to pipeline.

Understanding the velocity of lead to sale was impossible to do before.”Janelle Donovan
—Janelle Donovan, Sr. Director of Marketing
  • Every dollar spent can be mapped to campaign investments along the buyers’ journey.
  • With an understanding of which campaigns drive pipeline, they can identify revenue levers and optimize accordingly.
  • They have clarity into the middle of their funnel, including rich insights which were not possible with Salesforce alone.

“Insights from BrightFunnel will have a huge impact on our planning and budget for 2015,” says Donovan. With a lot of the guesswork taken out of creating next year’s roadmap, the ServiceMax marketing team can focus on optimizing campaigns that they know drive revenue.

To learn more, watch our video interview where ServiceMax’s Janelle Donovan discusses how BrightFunnel saved her team time and helped surface the value of live events for mid-funnel prospects.

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