Case Study: CSC achieves sales–marketing alignment and significant pipeline and booking growth with Oracle Marketing Cloud

CSC uses Data Management to Turn Digital Body Language into Sales

CSC, a large technology services firm with a 1,900-person sales force, struggled to see the online behavior of target buyers and suffered from poor alignment between marketing and sales as it shifted to an account-based model. Reliant on traditional outreach and face-to-face engagement, the company missed opportunities because reps lacked insight into prospects’ “digital body language.”

CSC deployed Oracle Marketing Cloud’s data-management and cross-channel capabilities inside its CRM so leads now carry digital behavior, social forensics, and qualification details. The change unified sales and marketing, eliminated departmental friction, aligned all 1,900 reps with demand-generation efforts, added substantial new business to the pipeline, and drove a significant increase in booked total cash value.

CSC

Jenifer Metz

Global Digital Demand Generation