Citrix is the leader in mobile workspaces, providing virtualization, networking and cloud services that enable new ways to work better.

“Our primary goal is to drive pipeline for sales and we’ve been able to tie a 20% lead conversion improvement with MDM. The holistic view of data and the ability to perform predictive analytics will give us almost fortune teller-like abilities.”

— Dagmar Garcia, Senior Manager Marketing Operations, Citrix


Business Need

Increase marketing campaign effectiveness and lead-to-opportunity conversion rates by driving the right offer to the right people at the right time.

Create clean, consistent and connected channel partner as well as customer and prospect information to ensure that Citrix has a view of existing customer relationships across product lines.

Empower the business to manage partner, customer and prospect information in a governed and self-service manner.



Quality of channel partner, customer and prospect data was identified as the #1 problem by Citrix sales and marketing field teams.

Account and contact information was incomplete, inaccurate and more than 40% of CRM contacts were inactive.

Citrix needed to pull together data from varied source systems including, Marketo, external data sources, and their custom-built customer portal (

Slow, error-prone data quality efforts led to duplication rate double the industry standard.


Solutions & Results

Used Informatica MDM to provide clean, consistent and connected channel partner, customer and prospect data and the relationships between them for use in operational applications.

Recognized 20% increase in lead-to-opportunity conversion rates and efficiency.

Achieved 50% increase in quality of data at the point of entry, and a 50% reduction in the rate of junk and duplicate data for prospects, existing accounts and contacts.

Enabled Citrix to deliver a better channel partner and customer experience by renewing all of a customers’ user licenses across product lines at one time and making it easy to identify whitespace opportunities to up-sell more user licenses.


Products & Services

Informatica MDM

The true end-to-end MDM solution tackles complex issues head-on with complete and accurate views of complex business-critical master data and relationships.

Informatica Global Customer Support

Programs designed to provide your organization with the support you need, where and how you need it. Choose from three levels of Support: Standard, Enterprise and Mission-Critical Support.

Phone Number Validation

Validate phone numbers throughout the world to improve customer data and ensure you maintain the ability to connect with your customers.

Informatica Email Verification Plus Hygiene

Proven email verification and hygiene solution increase deliverability, protects sender reputation and improves email marketing performance.