Juniper Networks: The Journey to Global Integrated Marketing Programs

Juniper Networks' marketing function sought a better way to execute effectively, as well as provide executives with metrics to prove the return on marketing investment and show how marketing contributes to pipeline. The marketing team successfully used its investment in marketing automation to standardize core processes, including data normalization, lead scoring, response and routing rules, and sending leads to the SFA platform. Juniper is an example of how an organization can focus its efforts to transform existing processes in phases, with an iterative approach that provides early quick wins and highlights areas to reexamine and improve at each phase.