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GIGAMON: SUCCESS STORYLeanData gives Gigamon the ability to extract more value from leads, provide better campaign reporting and drive efficiencies through automation for sales and marketing

THE CHALLENGEIn early 2015, Gigamon was shifting its business focusfrom a network visibility solution to a security visibilityplatform. The Gigamon marketing team was struggling tomeasure how effective its new campaigns were indelivering best-fit leads to sales colleagues. EventuallyGigamon’s marketing operations team decided it wasimpossible because there were too many contacts in anaccount to identify who might have been touched andwho might have been the primary person in a deal.

The team knew it was underreporting campaigninfluence and couldn’t accurately measure marketingeffectiveness. Gigamon explored several technologyoptions to address this issue. But they were too complex,required considerable resources to maintain, or weredifficult to use.

Then they looked at LeanData.

Gigamon (NYSE:GIMO) provides visibility into physical and virtual network traffic as well as helps enable stronger security and superior performance for customers. Gigamon is used by 79 percent of the Fortune 100.

Headquarters: Santa Clara, Calif.Founded: 2004Size: $1.4 billion market capEmployees: 500 - 700Sales Reps: 100LeanData Customer Since: Jan., 2016Learn More: www.gigamon.com

LEANDATA IMPACTAttribution: Gigamon marketing team has confidence that it no longer is underreporting the influence of campaigns on pipeline

Productivity: Improved matching and routing accuracy ensures sales reps always receive the correct leads immediately, so time isn’t wasted

Ease of Use: Intuitive LeanDatasolution allows Gigamon reps to ramp up fast and concentrate on what they do best – sell

“LeanData has been able to help us with a variety of challenges. Everything from more effectively mapping and routing prospect leads to converting partner leads, while allowing us to report marketing’s influence on the pipeline much more accurately. The LeanData team has been able to guide us to implement best practices and help us tweak our processes.”

– Danita Fleck, Manager of Marketing Operations

THE LEANDATA SOLUTIONLeanData’s fuzzy matching algorithm andintelligent lead routing ensure that all leads areassigned to the correct sales rep for prospectcompany headquarters locations immediately.LeanData enables Gigamon to accuratelydocument where marketing campaign touchesare occurring with people in key targetaccounts, and allows the data-driven marketingteam to measure impact on pipeline. LeanData’sability to provide greater visibility throughoutthe entire sales lifecycle creates additionalsynergies between the sales and marketingteams, and allows Gigamon to think morestrategically about the business. The Gigamonmarketing team realized benefits immediatelyand as it worked with LeanData CustomerSuccess, other areas were discovered whereLeanData could help.

BENEFITS TO MARKETINGMatching and Routing AccuracyGigamon’s Salesforce database of leads andcontacts includes nearly a million records.LeanData matches those records with theaccounts in the database – plus new recordscreated each day. “We have relied on LeanDatato do matching, and in 2016 we noted anincorrect match three times,” said Danita Fleck,Manager of Marketing Operations. “Only Three.That’s much better than we could have achievedmanually.”

Reporting AttributionPreviously, the marketing department wouldcreate reports for each campaign and search foropportunities in the pipeline. Gigamon now canrank campaigns in terms of effectiveness bydollars, by region, or by which partners wereinvolved. It can rank campaigns by first-touch,last-touch and multi-touch attribution.LeanData allowed Gigamon’s marketinganalytics team to go back in time by matchingcampaign touches since early 2014 to pipelinedata. Gigamon can now identify the bestcampaigns for generating and influencingpipeline because it has real data to be morestrategic.

THE RESULTSLeanData improved the Gigamondemand generation process by maximizing the value of every lead, providing better campaign reporting and driving efficiencies through automation. Gigamon continues to work with the LeanData Customer Success team to find additional uses for LeanData’s matching, routing and reporting functionality. LeanData’s solution has the flexibility to evolve with Gigamon as the business grows and the lead routing process becomes more complex. Gigamon also is moving to an account-based approach, and LeanData supports it beautifully.

The importance of maintaining a clean database and having the ability to perform accurate campaign reporting cannot be overstated, Fleck said. Research firm SiriusDecisions has determined that only 48 percent of B2B marketing organizations regularly measure marketing-influenced pipeline. The other 52 percent, SiriusDecisionsconcluded, likely have a gap in their ability to prove marketing’s value. “We’re thrilled that we’re in the ‘good’ half –thanks to LeanData!” Fleck said.

BENEFITS TO SALESEase of UseReps want to focus on selling with as fewdistractions as possible. LeanData enablesthat. “It’s just not complicated,” Fleck said. “Ittakes me only 20 minutes to show a salesrepresentative how LeanData links leads,campaigns, accounts and opportunities inways that you couldn’t see before.”

Sales EnablementLeanData helps accelerate the learning curvefor new sales reps by ensuring they can morequickly see the leads and contacts for theiraccounts simultaneously and identify whichmarketing touches are effective.

ABOUT LEANDATALeanData’s best-in-class solution simplifies the complexity of the B2B sales process through intelligent lead management. LeanData makes revenue-generation teams more successful by matching leads to accounts and then automatically routing them to the right rep, every time. A member of the Salesforce AppExchange, LeanData provides richer insights into accounts so that more than 250 fast-growing businesses such as Nutanix, Palo Alto Networks, Marketo and Cloudera can maximize marketing ROI and close more deals.

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