Case Study: AppDynamics achieves better segmentation, scoring, and lead routing with Openprise

AppDynamics Improves Segmentation, Scoring, and Lead Routing with the Openprise Data Orchestration Platform

AppDynamics, a rapidly growing application performance management and IT operations analytics software company, needed a better way to segment, score, and route thousands of leads each week. Its marketing operations team struggled with inconsistent data in Marketo, including more than 3,000 non-standard industry values and hundreds of non-standard geography values, making it difficult to identify high-value leads and send them to the right salesperson.

To solve this, AppDynamics implemented the Openprise Data Orchestration Platform to normalize, enrich, cleanse, and route data using custom rules and automated pipelines. With Openprise, the company increased automatically segmented and scored leads from 34% to 98.6%, normalized 3,000+ industry values down to 12 standards, cut list loading time from 3–4 days to same day, and deployed the solution in under two weeks.

AppDynamics

Justin Lombardelli

Senior Director of Marketing Strategy and Operations