Case Study

Citrix: Leveraging Data-Driven Insight and Predictive Technology to Achieve Growth Goals

January 1st, 2018


Sales and marketing misalignment around lead generation definitions and processes can halt the momentum of demand programs. Maximizing the impact of investments in data and technology depends on the quality and consistency of the underlying processes. Citrix improved its demand creation results by aligning marketing and sales around clear qualification criteria while investing in infrastructure improvements.

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