Rackspace Technology Expands Global Marketing Capabilities

How a cloud solutions provider increased lead volume by 55% and revenue per user by 84% with marketing operations consulting.

Client background:

Rackspace Technology™ is a $2.7B multicloud solutions provider helping customers optimize their cloud-hosting implentations at any stage.

As the move to cloud-hosting accelerates, Rackspace has been expanding its global presence. The company chose to return to the public market during the 2020 pandemic.

Facing challenging business headwinds, Rackspace decided to streamline its Marketing Operations and MarTech stack.

Rackspace Technology logo

Enter: The Pedowitz Group

We began supporting Rackspace’s Marketing teams in 2015 by expanding Marketo’s capabilities and consolidating instances. When the organization decided to review contracts in 2019, we were there to help. We assisted with due diligence on options, including Hubspot, Marketo, and Salesforce Marketing Cloud (SFMC).

In 2020, Rackspace chose SFMC as its Marketing Platform of Record and TPG as its implementation partner.

In conjunction, they chose to upgrade their lead management, campaign processes, and reporting capabilities, which extended into 2021 with SFMC advisement, campaign support, and lead management support on a global scale.

1. Platform Migration

TPG assisted with Rackspace’s contract review process by providing platform comparisons and decision criteria.

Once Rackspace committed to migration from Marketo to Salesforce Marketing Cloud, our familiarity with their Marketo environments enabled us to build a “shortest distance” MAP migration plan including:

  • Systems Configuration and Deployment
  • Systems Integration Architecture
  • Data Governance and Operations

2. Lead Management

Because TPG was familiar with Rackspace’s lead management processes we were able to rapidly implement best practices during the migration to SFMC while re-mapping the lead lifecycle.

3. Build, Testing & Execution

We recommended new ways to optimize Rackspace’s inbound and outbound campaigns through SFMC. We enhanced segmentation, journeys, and automation using a ticketing system to manage intake.

In addition, we audited Rackspace’s data management and MarTech architecture to identify areas of overlap and disuse, equipping Rackspace to streamline their stack and reduce costs.

4. Reporting

We audited Rackspace’s reporting, identified gaps, then took action to improved closed-loop data analysis and reporting through Einstein Analytics.

5. U.S. and Global Rollout

TPG led phased SFMC launches and training for Rackspace’s Marketing teams.

Sessions also introduced teams to new lead management, campaign, and reporting processes.

Business impact:

In the first year after migrating to their new MAP, their dashboards reported a 55% increase in lead volume and 84% increase in average revenue per user.

Through the global ticketing system, TPG has deployed thousands of campaigns for Rackspace. We support hundreds of requests annually, ranging from complex campaign builds to advisory services to architecture enhancements.

Rackspace’s global marketing teams have continued to unify their processes and expand their capabilities. TPG remains engaged in a variety of advisory and managed services capacities as Rackspace continues to grow market share.


Annual licensing fees saved


Reduction in tech stack


Reduction in tech stack

The Pedowitz Group has been an invaluable partner for Rackspace, helping our marketing organization be more agile in our evaluation, onboarding and adoption of critical technologies that enable our ever-changing business. They are not only experts in MarTech, but have also anchored themselves in our business objectives so that together, we are unlocking technology to get to the right outcomes for Rackspace Technology.

Director of Marketing Intelligence & Global Partnerships, Rackspace

Rackspace Technology logo

Services used:


Experience success, optimize efficiency, and propel growth through our Marketo mastery and guaranteed achievements.

Marketing Operations

Optimize processes, boost productivity, and drive results with expert marketing operations consulting services.

Lead Management

Make your marketing and sales efforts more efficient, maintain a healthy relationship with potential clients, and drive business growth with our lead management services.

Connect with a strategist!

Get fresh ideas from our strategy team and feedback on planning, pipeline, sales/marketing, or what topic matters most to you.

Send Us an Email

Schedule a Call