Case Study

Case Study: SunGard Boosts Lead Quality And Deal Size With Improved Email Marketing

September 24th, 2013
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributor:
Andia Vokshi

Summary

Global technology services giant SunGard Availability Services revamped its email program as part of a larger project to improve the firm's demand generation productivity. It aligned marketing goals with sales, cleaned and bolstered customer data files, developed targeted email content, and ensured staff accountability for program performance. The result? More-qualified leads, more-inspired employees, and a strategic marketing function with increasing corporate influence.

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