Case Study: Cardinal Health achieves a 417% increase in marketing-influenced pipeline and a 39% shorter sales cycle with Terminus

Cardinal Health uses Terminus 
 to grow marketing for WaveMark™ Solutions

Cardinal Health’s WaveMark™ Solutions, a SaaS inventory-management product for hospitals, faced a long, multi-stakeholder sales cycle and a lead-based marketing approach that produced many non-converting leads. Because buyers often formed vendor opinions late in their research, the team needed to engage the right accounts earlier with targeted messaging to overcome buyer inertia and influence decision-making.

WaveMark adopted Terminus’ ABM platform to identify ICP accounts earlier, serve tailored content based on engagement signals, and integrate insights into Salesforce to align sales and marketing. The shift drove a 417% increase in marketing-influenced pipeline (growing from 10% to 68% of opportunities) and shortened the sales cycle by 39%, while improving cross-team collaboration and campaign targeting.

Cardinal Health

Maegan Schnarre

Senior Marketing Manager