Industry
Healthcare
Challenge
Corning Life Sciences faced significant limitations in understanding and optimizing its marketing investments due to disconnected data across its Marketo and Salesforce environments. Despite a robust MarTech stack, marketing leadership was unable to accurately attribute MQL generation, calculate the cost of opportunity creation, or optimize channel investments for maximum ROI. The absence of an integrated attribution infrastructure resulted in subjective, non-evidence-based decision-making and restricted marketing's ability to prove its impact on business outcomes.
Results
With a unified attribution infrastructure in place, Corning Life Sciences achieved seamless data integration across Marketo, Salesforce, and all paid ad platforms. The organization implemented a custom attribution model aligned to its funnel stages and campaign types, supported by a comprehensive reporting framework. Corning's marketing team is now equipped to interpret and act on attribution data, with live Salesforce dashboards and reports providing leadership with actionable insights to optimize channel performance, allocate spend confidently, and quantify marketing's impact on both pipeline and revenue.
Key Products
Marketo, Attribution & ROI Modeling, Salesforce Sales Cloud, Marketo Measure
Before this engagement, we were making channel investment decisions on instinct. TPG didn't just implement Bizible — they built us a custom attribution model around how our business actually works, and gave our team the reporting and the training to use it. For the first time, we can see exactly which channels drive pipeline and shift spend with confidence
