Case Study: SAP Concur improves lead quality and sales alignment with DemandGen

DemandGen International® helps Concur, part of SAP, a leading B2B provider of integrated travel and expense management solutions, target prospects

SAP Concur, a leading B2B provider of travel and expense management solutions, faced challenges with inefficient lead management, resulting in poor lead quality and follow-up that impacted revenue. Their primary obstacles were a lack of alignment between sales and marketing teams and the absence of a systematic process to identify and nurture qualified prospects. To address this, they partnered with the marketing automation consultancy DemandGen.

DemandGen implemented a comprehensive solution focused on sales and marketing alignment and a new lead scoring model. This system used KPI triggers to move prospects through a defined funnel and incorporated targeted nurturing content. The results for SAP Concur were significant, including an immediate ROI in marketing effectiveness and revenue generation. Specific outcomes included a 20% increase in the conversion rate for their Concur Breeze free trial program and record attendance for their webinars, which maximized sales rep efficiency and improved overall team synergy.

SAP Concur

Greg Forrest

Director, Marketing Operations & Demand Central