Success Story
Maturing Redgate’s Marketing Attribution With Marketo Measure
Thanks to Tap CXM’s crack consultancy team and Marketo Measure, software publishing powerhouse Redgate has a complete and comprehensive view of its complex buyer funnel.
Industry
Software
Date delivered
February 2024
Length of project
6 months
Solution provided
Understanding Customers, Measuring Effectiveness, Managing Efficient Operations
Technology
Marketo Measure, Marketo Engage, Salesforce
The Project
Redgate Software is a runaway success story, with 200k+ users and 92% of Fortune 100 companies using their tech. But as the company grew, and teams (especially marketing and sales) focused on specialist activities, they lost the ability to analyse and attribute revenue. To understand how sales and marketing activities influence the buyer journey – from opportunity generation to revenue – they decided to integrate Marketo Measure alongside existing CRM and automation platforms. Our role, as Marketo experts, was to make sure the built-for-B2B attribution solution delivered long-term business benefits.
The Challenge
Several challenges prevented Redgate from being able to understand what was working and optimise their strategies to maximise ROI:
- Misalignment: Sales and marketing teams weren’t collaborating on performance tracking or reporting.
- Limited visibility: Existing tech gave Redgate some basic attribution models but didn’t enable the level of granularity or holistic journey tracking they needed.
- Inconsistent data: Manual inputs, data pulled from different sources, and poor URL tracking yielded conflicting results.
- Operational inefficiencies: Marketing teams were over capacity, leaving no time to invest in best practices like standardised workflows, QA processes, or data collation.
- System governance: Opportunity and lead handling in CRM systems was inconsistent, resulting in a chain of problems with attribution.
Ultimately, this meant that Redgate could only make educated guesses as to what was working across their marketing activities. Multiply that across a global company with 200k+ users, and it means a lot of opportunities to optimise.
Our job was to make sure the Marketo Measure implementation went smoothly and delivered the expected benefits. As with any tech implementation, this was about much more than the tool itself.
- Discovery and consultation: We completed a detailed process to map Redgate’s goals and requirements (and challenges), scope the implementation, and design a scalable solution that fits with the existing ecosystem.
- Implementation: We configured, tested, and deployed Marketo Measure, integrating 10+ channels and 5+ platforms, creating reporting segments, and enabling CRM and marketing automation platforms to read attribution data.
- Handover: Along the way, we trained users in Marketo Measure’s core features and created reports to get the ball rolling.
All said and done, this was around 6 months of work by two Tap CXM specialists who worked together to set up and hand over the system.
The Results
Our role might have officially ended at handover – but a strategically designed and professionally deployed Marketo Measure integration will continue to deliver benefits for Redgate:
- Better visibility: The ability to measure how marketing initiatives influence the customer journey, including pipeline and revenue, with touchpoint-level granularity.
- Actionable insights: Using that clarity to optimise marketing and sales activities, getting better results for the same budget.
- Operational efficiency: Automating reporting and attribution tasks gives marketers a much-needed break.
- More alignment: Consolidating source data and impact attribution enables sales and marketing teams to demonstrate their contributions and collaborate more easily.
Today, Redgate’s marketing and sales teams have a holistic view of the customer journey with the ability to analyse funnel performance, attribute complex journeys with granularity, and optimise marketing activities with confidence. Multiply that across 200k+ users, and you’ve got an efficient and effective revenue engine.
