Managed Maintenance, which helps mid- and large-sized firms manage IT assets, wasn't getting much traction from its marketing automation and customer-relationship management systems because the systems weren't sharing data, Marketing Manager Trish McLoughlin says. Synching the programs allows the sales department to access more data and gave marketing an improved lead-scoring system. The results: A 75% increase in lead generation and 30% of new business resulting from marketing software.

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