Case Study: EU-Based Ad Services Company achieves 50% more pipeline, 72% faster lead response, and $15M revenue growth with Cien

EU-Based Ad Services Company - Customer Case Study

EU-Based Ad Services Company, an SMB-focused ad services firm with 150 reps across different geographies, faced a fragmented multi-channel funnel (SEO, display, content, free trials) with no clear revenue attribution. Sales complained about lead quality while Marketing said Sales was slow to follow up. They engaged Cien to bring Sales & Marketing into alignment using data-driven analysis and shared visualizations.

Cien analyzed lead-source effectiveness, recommended shifting budget from underperforming digital ads to SEO, and implemented ongoing tracking of time-to-lead with reassignment for untouched leads and monitoring of touches/time-to-abandon. The changes reduced inbound leads slightly (100k → 90k) but cut Avg. Time to Respond by 72% (46 → 13 hrs), increased Avg. Time Spent/Lead by 50% (0.5 → 0.75 hrs), grew New Pipeline Opps 50% (20k → 30k) and Total New Logo Pipeline from $100M to $150M; company revenue rose from $40M to $55M (+$15M, 38% growth), with $10M of growth attributable to this category (67% of total).