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Rackspace’s Unified Transformation: Enhancing Marketing Efficiency & Revenue Impact

rax rma

Industry

Data Processing, Hosting, and Related Services

Challenge

Rackspace needed to modernize its marketing technology by migrating from Marketo to Salesforce Marketing Cloud (SFMC) to improve integration, analytics, and campaign flexibility. Their existing systems lacked real-time data accuracy, security, and advanced reporting, limiting marketing’s ability to drive revenue impact. To stay competitive, they required a unified marketing infrastructure that streamlined operations and enhanced customer engagement.

Results

Rackspace achieved a 55% increase in MQLs and an 84% increase in average revenue per user within the first year. With a unified lead management framework and advanced reporting, marketing’s impact on revenue became more measurable and efficient. The new integrated marketing infrastructure improved data accuracy, security, and segmentation, allowing Rackspace to handle 300+ complex requests yearly with greater agility.

Key Services

Lead Management Optimization , Data Governance & Advanced Reporting , Marketing Technology Integration

www.rackspace.com
55%
MQLs
84%
Avg. Revenue / User
300%
Process Automation
rax

About Rackspace

Rackspace is a leading cloud computing and managed services provider, specializing in multi-cloud solutions, IT infrastructure management, and cybersecurity. The company helps businesses optimize and secure their cloud environments across platforms like AWS, Microsoft Azure, and Google Cloud. Rackspace launched a Unified Transformation initiative to enhance marketing efficiency and revenue impact, modernizing its marketing technology and data management processes.

The Challenge

Rackspace needed to modernize its marketing technology and streamline operations to improve efficiency and revenue impact. Their existing Marketo-based system lacked integration, real-time analytics, and campaign flexibility, making it difficult to track marketing performance and scale personalized engagement. To stay competitive, they required a seamless migration to Salesforce Marketing Cloud (SFMC) and better data governance, automation, and lead management processes to drive measurable growth.

The Solution

Rackspace recognized the need for a comprehensive marketing transformation to improve automation, campaign execution, and data management. After evaluating multiple solutions, they chose our marketing technology integration and lead management framework due to our expertise in Salesforce Marketing Cloud (SFMC) migration, data governance, and advanced reporting. Our ability to streamline complex marketing operations and improve real-time analytics made us the ideal partner.

We worked closely with Rackspace to seamlessly transition from Marketo to SFMC, ensuring system integration, data security, and enhanced segmentation. With advanced reporting and automation, Rackspace was able to handle 300+ complex marketing requests yearly, improve targeting, and gain deeper insights into marketing’s impact on revenue.

The shift to SFMC and optimized data management has completely transformed our marketing efficiency, enabling us to scale campaigns and improve ROI faster. - Amy Hawthorne, Director, Demand Marketing

The Results

Rackspace’s marketing transformation delivered significant efficiency gains and measurable revenue impact. The migration to Salesforce Marketing Cloud (SFMC) led to a 55% increase in MQLs and an 84% boost in average revenue per user within the first year.

With a unified lead management framework and enhanced automation, Rackspace handled 300+ complex marketing requests yearly while improving data accuracy, security, and segmentation. This transformation not only improved campaign execution speed and personalization but also made marketing’s revenue contribution more measurable and impactful.

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