Case Study: Fidelity National Information Services (FIS) achieves 37% of sales pipeline and 16% of closed business with Marketo

With Marketo, FIS marketers launch global campaigns that contributed 37% to the sales pipeline and 16% to closed business in the last year

Fidelity National Information Services (FIS) is a global financial-services technology company serving 20,000+ clients in 130+ countries. After growth through acquisition left marketing fragmented across business units, FIS needed to unify teams, adopt a digital-first approach, and shift from product-led tactics to personalized, best-practice demand generation—aiming for marketing-sourced leads to contribute at least 30% of the sales pipeline and 6% of closed business.

FIS standardized on the Marketo Engagement Platform (integrated with Microsoft Dynamics) to centralize campaign creation, localize messaging, and align marketing with sales. Last year marketing handled 200,000+ inquiries, generated 9,889 MQLs and 2,276 opportunities, contributing 37.11% of the sales pipeline (~$2.8B) and 16% of closed business (~$480M), exceeding the company’s targets.

FIS

Colin Day

Vice President and Chief Technology Officer/Marketing