Summary
This case study outlines the challenges faced by Adobe's marketing operations team following a series of acquisitions that significantly increased their lead volume. With over 40 million records to manage, the existing marketing automation platform, Marketo, struggled to keep pace, leading to performance issues and a lack of visibility into the lead lifecycle. DemandLab was engaged to implement targeted system changes and improve operational efficiency. The study details how DemandLab conducted audits to assess the marketing technology landscape and identified inefficiencies within the system. Solutions included decommissioning unused tools, optimizing campaign execution, and restructuring processes to enhance workflow. These changes allowed Adobe to manage their high lead volume effectively, achieving the necessary system speed and stability while maintaining marketing effectiveness. The outcomes demonstrate the importance of aligning marketing operations with organizational growth strategies, showcasing how targeted improvements can lead to significant operational enhancements.
