In this case study presentation, Tegile Systems shared how they rolled out multi-touch attribution to improve alignment between their marketing and sales teams.

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How Tegile Uses Revenue Intelligence
for Better Marketing & Sales Alignment
Presented By: BrightFunnel & Tegile Systems

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Presenter: Nadim Hossain
@NadimHossain @BrightFunnel
▪ CEO & Founder, BrightFunnel
▪ Founded BrightFunnel in 2013 (~3.5 years)
▪ Former VP of Mktg, PowerReviews 2011-2012
▪ Product Mktg @ Salesforce, 2007-2010
▪ 17 years of B2B marketing, product, sales
experience (all in SaaS!)
▪ MBA Stanford ‘07; BA Cornell ‘98

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Presenter: Nadim Hossain
@NadimHossain @BrightFunnel
Age 3.5 Age 1

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▪ Started from the pain of “flying blind”;
couldn’t answer strategic marketing Q’s
▪ Wanted intelligence on the entire customer
journey; lead to revenue
▪ Started BF to solve my own problem
▪ BF makes complex decisions easy
▪ Orchestrate right actions to accelerate
revenue
▪ Prove Value, Align Marketing & Sales,
Optimize Execution
The BrightFunnel Story

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We’re helping marketers like you discover
their true impact on revenue.

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The Customer Journey
▪ What are the right touch points at
each stage, Marketing and Sales?
▪ What are the right Channels and
Offers?
▪ Where is the best ROI?
▪ Marketers can move from reactive
to proactive: Plan & Forecast
▪ Able to prove value, align, optimize

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▪ Marketing Operations Coordinator,
Tegile
▪ Started in lead gen/ lead qualification
role
▪ The need for marketing attribution
data transitioned me to be the lead
on BrightFunnel implementation and
campaign data analysis
▪ Tweet: @JoshLives
▪ Email: joshua.lucas@tegile.com
Presenter: Josh Lucas

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▪ Used single-touch attribution
through SalesForce
▪ Measured marketing through the
“Primary marketing campaigns”
in SFDC
▪ Was unreliable
▪ Default campaigns would get
unearned credit
▪ Caused friction between
sales and marketing
Pre-BrightFunnel

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Enter Multi-Touch Attribution
▪ Clear definition for marketing
attribution
▪ Painted the whole picture --
can finally understand the full
customer journey
▪ Established confidence with
the data
▪ Improved sales and
marketing alignment

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Improved Marketing Reporting + Planning
▪ Can finally tie a marketing
program like a Trade show or
Event to ROI
▪ Eliminated the feeling of
“showing up just to show up”
▪ Can tie our events to pipeline
and revenue
▪ Make informed decisions when
signing up for events

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Reporting by first touch / last touch

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Streamlined Processes

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▪ Campaign Effectiveness helps
us optimize our budget
▪ We know exactly which
programs to spend $ on
▪ Revenue Waterfall has led to a
pivotal process change
▪ Streamlines our sales team’s
efforts
Getting the full picture of Marketing

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Better Alignment with Sales
▪ Lead quality was
subjective before
BrightFunnel
▪ Campaign effectiveness
report gives us a clear
baseline
▪ Results in more
excitement on our
united revenue team!

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Built Trust with Executive Team

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Understanding the Customer Journey
▪ Single-touch attribution told us
that Meeting Makers were a
pipeline generator
▪ Multi-touch attribution showed
us that Meeting Makers had the
lowest close rates
▪ Understand what moves our
pipeline and revenue
▪ Driving higher lead quality

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▪ ABM
▪ Customer-focused business practices
▪ Using BrightFunnel to make the best decisions in our ABM strategy
▪ Continued optimization of our marketing spend
▪ Trying new tactics to engage new prospects
What We’re Excited About

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▪ Tweet: @NadimHossain
▪ Email: ceo@brightfunnel.com
▪ Tweet: @JoshLives
▪ Email: joshua.lucas@tegile.com
Thank You!
Any questions?