FIS: Data Unification Provides Visibility Into The Health of Demand Creation

In 2012, SunGard began a massive sales transformation, shifting from a product orientation to a solution-based go-to-market approach, with marketing following shortly afterward to stay in alignment. When FIS acquired SunGard in 2015, the imperative grew in scope: Expand the initiative to unite FIS’s independent entities and give previously disparate sales and marketing teams a common lens with which to view the health of demand creation. In this report, we describe how a well-executed data unification strategy provided visibility into marketing’s collective performance and facilitated greater process efficiency across teams.