Case Study: Tyco achieves better lead management and sales-marketing alignment with DemandGen

A New Lead Management Program Creates Transparency

Tyco Integrated Security (TycoIS), a North American commercial security systems integrator, faced challenges with its manual lead generation and management processes, lacking a qualification system and causing misalignment between its Sales and Marketing teams. The company turned to vendor DemandGen for assistance in addressing these shortcomings within its CRM and marketing technology ecosystem, which included the use of Eloqua.

DemandGen helped TycoIS implement best-in-class frameworks and tools, developing the business and technical processes to automate its lead management strategy. This 18-month engagement established a common taxonomy and defined funnel stages, creating transparency and alignment between teams. The results included consistent rules of engagement, more effective communication, and a new focus on creating targeted campaigns that drive lead conversion, saving time and eliminating confusion.

Tyco

Mia Kemp

Senior Manager