Case Study: Synopsys achieves marketing and sales alignment with Upland Kapost

Aligning Marketing and Sales in One Platform

Synopsys, a global leader in electronic design automation and semiconductor IP, consolidated ten acquisitions in four years and undertook a major rebranding. The content team, led by Cameron Caswell, was overwhelmed by disparate processes, no workflow, and poor sales enablement; a request to implement a new system was initially denied and then approved only after being positioned as a sales enablement solution—with just three months to complete the rollout before the global sales conference.

They implemented Upland Kapost as a single source of truth for taxonomy, workflows, and content distribution, integrating it with Salesforce for instant access and automatic version control. Launched in three months with a live demo at the sales conference, Kapost brought alignment between marketing and sales, saved time by eliminating duplicate work, provided visibility into asset usage, and ensured sales and customers always saw the latest content.

Synopsys

Cameron Caswell

Brand and Marketing Senior Manager