Case Study: Cisco Simplifies Its Complex Sales Cycle with Madison Logic

Cisco Leverages ABM to Simplify a Complex Sales Cycle

Cisco needed a way to better reach executives at target accounts with the right Webex messaging across a complex sales cycle. As a global leader in technology, Cisco wanted to support hybrid work customers while engaging multiple personas and strategic accounts for cross-sell and upsell opportunities. Madison Logic’s ABM solutions were used to help address this challenge.

Madison Logic enabled Cisco’s Webex team to use data-driven account targeting, Salesforce integration, and personalized multi-channel engagement to tailor messages by industry, account, persona, and buying stage. The team optimized content based on pipeline and revenue insights, improving top-of-funnel engagement and the buying committee experience. Cisco reported that this approach had a direct impact on pipeline, with Madison Logic helping improve ABM targeting and measure revenue influence across the funnel.

Cisco

Ian Michiels

Senior Director of Global Field & Partner Marketing for the Webex Business