Case Study: ServiceMax achieves total marketing-to-sales visibility with BrightFunnel

BrightFunnel Provides Total Visibility to Marketing’s Impact on Sales at ServiceMax

ServiceMax, a cloud-based field service software provider serving customers like Coca Cola Enterprises and Tyco, needed to prove marketing’s contribution to revenue but was hampered by manual spreadsheets and limited CRM reporting. The marketing team couldn’t easily spot performance trends, measure multi-touch campaign influence, or identify which programs actually drove pipeline and shortened lead-to-sale velocity.

By connecting BrightFunnel to their CRM, ServiceMax gained multi-touch attribution and instant, segmentable insights that tied every dollar of spend to pipeline and revenue. The data revealed that closed deals typically involved at least two live touches, which justified event spend, sharpened campaign prioritization, improved sales engagement, and removed much of the guesswork from planning and budgeting.

ServiceMax

Janelle Donovan

Sr. Director of Marketing