Choosing Attribution with Confidence: CommScope Adopts Bizible

The Challenge

CommScope, a global leader in network connectivity and infrastructure, wanted what every enterprise marketing organization wants: a defensible view of which marketing touchpoints drive pipeline and revenue. Getting there meant solving two problems at once.

First, selecting the right multi-touch attribution platform for an enterprise environment running Marketo with Microsoft Dynamics CRM. Second, and harder: acquisitions had left marketing running on four separate Marketo instances, each with its own programs, data models, and definitions. No attribution platform can produce trustworthy numbers on top of fragmented touchpoint data.

The Solution

CommScope worked with The Pedowitz Group, an Adobe partner with a dedicated Bizible practice, to solve both problems in the right order.

• Attribution platform selection: TPG guided the evaluation and validated Bizible as the fit for CommScope's Marketo and Dynamics environment, bringing its touchpoint architecture, attribution model, and channel framework expertise into the decision
• Unifying the data foundation: TPG led discovery for consolidating four Marketo instances into one, assessing programs, data models, and integrations across all four, specifically so touchpoint data would flow into attribution from a single source of truth
• Attribution-ready architecture: TPG defined the roadmap to one governed Marketo environment, aligned with CommScope's parallel CRM consolidation into Microsoft Dynamics, so Bizible could credit the full buyer journey across every business unit

The Results

CommScope adopted Bizible with a validated, partner-tested rationale instead of a vendor pitch, and paired it with a concrete roadmap to the one thing most enterprise attribution projects skip: clean, consolidated touchpoint data. The outcome is an attribution architecture built to survive enterprise complexity.

• Bizible selected and adopted as the multi-touch attribution platform for the enterprise Marketo and Dynamics stack
• A discovery-backed roadmap from four fragmented Marketo instances to one governed environment
• A single source of truth designed for touchpoint data across all business units and regions
• An attribution architecture aligned with the parallel CRM consolidation into Microsoft Dynamics