Case Study: Citrix achieves smarter, data-driven sales growth with D&B Rev.Up ABX

Citrix Uncovers New Data-Driven, Smarter Strategy to Increase Sales Using data to drive prioritization, workflows, and growth

Citrix faced low B2B conversion rates and inefficient, siloed sales and marketing processes that left roughly 95–97% of customer engagements untracked. Under Director of Business Intelligence Barry Magee, the company launched Project Edison to stop “busy work,” consolidate data from multiple sources, and turn strategy into operational, prioritized workflows.

Project Edison combines Citrix analytics with D&B Rev.Up ABX and D&B Lattice CDP into a single workflow-driven platform that codifies 13 use cases across planning, execution, closing, and consumption. Rolled out from 20 pilots to thousands of users, it captures non-op feedback, guides seller conversations, and accelerates pipeline—boosting conversion from ~2–3% to an average of 20% (up to 25% in focused blitzes and 30% when intent and fit align) and cutting time-to-pipeline from months to weeks.

Citrix

Barry Magee

Director of Business Intelligence