Case Study: Citrix achieves a 20% increase in lead-to-opportunity conversion with Informatica MDM

Citrix uses Informatica solutions to gain complete customer insight on all products

Citrix, a leader in mobile workspaces, faced widespread data-quality problems across channel partner, customer and prospect records—missing, duplicate and inactive entries in Salesforce, Marketo and its MyCitrix portal—that reduced marketing effectiveness and sales conversion. Sales and marketing teams flagged data quality as their top issue, with duplication rates double the industry norm and over 40% of CRM contacts inactive.

By deploying Informatica MDM (backed by professional services, support and phone/email validation), Citrix unified, cleansed and governed partner and customer data across systems. The initiative drove a 20% increase in lead-to-opportunity conversion, a 50% improvement in data quality at entry, a 50% reduction in junk and duplicates, and enabled streamlined cross-product renewals and easier identification of upsell opportunities.

Citrix

Dagmar Garcia

Senior Manager Marketing Operations