Citrix - Informatica Customer Success Story

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

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.

Challenges

Quality of channel partner, customer and prospect data was identified as the #1 problem by Citrix sales and marketing field teams.
Citrix needed to pull together data from varied source systems including Salesforce.com, Marketo, external data sources, and their custom-built customer portal (MyCitrix.com).

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

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

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