Sugar leverages the Foundry ABM platform, Bombora Surge Topics, and G2 intent data signals to identify in-market accounts early and galvanize sales and marketing to discover pipeline as one team. As Clare Dorrian, Chief Marketing Officer of SugarCRM, puts it, “The combination of SugarCRM, Bombora, and Foundry is the winning formula allowing us to find and engage with target audiences in a smart way.”

The client

SugarCRM is how marketing, sales, and service teams finally get a clear picture of each customer to help businesses reach new levels of performance and predictability. Sugar is theCRM platform that makes the hard things easier. Thousands of companies in over 120 countries rely on Sugar to achieve high-definition CX by letting the platform do the work.

Client challenge

Sugar operates in a mature market, with stiff competition. In a recent survey of sales and marketing professionals, Sugar found that only 20% of sales and 2% of marketers say they are “perfectly aligned.” Alignment is a universal challenge for B2B companies, often because data is siloed between marketing and sales teams, making actionable insights difficult to identify.

Campaign objective

The Sugar team was seeking ways to standout within the CRM market and find the perfect addition to their tech stack that would support their ABM effort with sales orchestration features. Sugar needed to reduce pipeline blindspots, beat competitors to conversions, and drive revenue.

Key benefits: Emotional branding

Since implementing an ABM strategy, Sugar has generated $9.9M in influenced pipeline attribution from their ABM efforts, with an estimated $2.8M in the first quarter alone.

Explore the results of this campaign

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