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F5’s Marketing Transformation:  Driving Agility, Revenue Growth, and Customer-Centric Innovation

f5 building-1

Industry

Software Publishers

Challenge

F5 faced rapid growth and multiple acquisitions, leading to disconnected systems, inefficiencies, and inconsistent marketing processes. Their marketing function needed to shift from a cost center to a revenue driver, requiring system consolidation, process standardization, and improved operational efficiency. F5 needed a customer-first marketing strategy aligned with sales and revenue goals to stay competitive.

Results

F5 achieved a 4x increase in MQL volumes, a 62% boost in website visits, and a 75% increase in ‘Contact Us’ form submissions. They improved agility and alignment with customer needs and sales initiatives by streamlining over 130 marketing processes into a unified, efficient framework. The transformation established marketing as a key revenue driver, enhancing customer experiences and operational efficiency.

Key Services

Revenue Marketing Strategy, Marketing Process Optimization, MarTech Integration & Data Insights

www.f5.com
4X
MQL
62%
Website Visits
75%
Form Submits
130
Streamlined Processes

Since working with TPG, the organization's overall productivity and ability to get things into the market have increased substantially. We now have full visibility into the impact of our revenue on the organization. Plus, an uplift in our relationship with sales…and an uplift in the overall contributions that we make to the company

David Alexander

Vice President Marketing

Partnering with Growth has transformed our business. Their cutting-edge strategies and AI-powered targeting have significantly boosted our online presence and revenue.

Sarah Johnson

Chief Marketing Officer @ StellarForge

f5 building 2

About F5

F5 is a global leader in application delivery, cloud security, and networking technology, helping enterprises secure, optimize, and scale their digital infrastructure. Their solutions enable businesses to enhance multi-cloud security, application performance, and automation across complex IT environments. As F5 experienced rapid growth and multiple acquisitions, they needed to unify their marketing operations and shift from a cost center to a revenue-driving function to better align with their business goals.

The Challenge

F5’s rapid growth and multiple acquisitions resulted in fragmented marketing systems, inefficiencies, and inconsistent processes, limiting marketing’s ability to drive revenue. Their marketing team operated as a cost center, struggling to align with sales initiatives and customer needs. To stay competitive, F5 needed a unified, customer-first marketing strategy that consolidated systems, standardized processes, and improved operational efficiency, ultimately transforming marketing into a revenue-generating function.

The Solution

F5 recognized the need for a comprehensive marketing transformation to consolidate its systems and drive revenue growth. After evaluating various solutions, they chose our revenue marketing strategy and MarTech integration services due to our expertise in process optimization, customer-centric marketing, and revenue alignment. Our ability to streamline 130+ disconnected processes into a unified, agile framework made us the ideal partner.

We worked closely with F5 to integrate marketing systems, enhance customer data insights, and align marketing efforts with sales initiatives. By implementing a customer-first marketing strategy, F5 improved operational efficiency, gained deeper insights into revenue impact, and created a more agile, responsive marketing function.

Our marketing transformation has completely reshaped how we engage customers and drive revenue. We’ve moved from a fragmented operation to a streamlined, high-impact marketing function.” – David Alexander, Vice President of Marketing

The Results

F5’s marketing transformation delivered measurable improvements in efficiency, engagement, and revenue impact. By consolidating 130+ marketing processes, they created a more agile and streamlined operation, aligning marketing with sales and customer needs.

The transformation resulted in a 4x increase in MQL volumes, a 62% boost in website traffic, and a 75% increase in ‘Contact Us’ form submissions. With advanced revenue insights tools and a customer-first approach, F5 successfully shifted marketing from a cost center to a key revenue driver, reinforcing its leadership in cloud security and application delivery.

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