Citrix boosts sales efficiency with third-party data, tools

10/9/2013 | BtoB Magazine

Cloud-services firm Citrix was overwhelming its sales staff in 2011 with more leads than it could handle and poor conversion predictions. The company replaced its lead scoring with a custom model that used Marketo tools and added in predictive analytics based on third-party data from Lattice Engines, improving its conversion rate by 30%. Part of the success comes from the sales team shifting part of its budget to the intelligence platforms and using the databases to find new calls, said Eva Tsai, Citrix's director of marketing operations.

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