Marketo Engage Implementation for a B2B Software Company — From 0 to £4.2M Attributed Pipeline

"Marketing went from a cost centre to a revenue team in six months. The attribution model Celumai built did not just show us what was working — it gave us the language to talk to the CFO about marketing as an investment."

— VP Marketing, B2B Enterprise Software Company

Marketing generated approximately 400 leads per month via events, content, and paid channels with no tracking of which leads became revenue. The CFO was questioning marketing budget because there was no evidence of commercial impact. Marketing had no seat at the revenue review meeting.

We implemented Marketo Engage with a full multi-touch attribution model, connected to Salesforce CRM. All lead sources were tracked, scored, and routed. A custom attribution model was built tracking marketing influence across the full sales cycle. The marketing team received a real-time revenue contribution dashboard.

£4.2M of pipeline was attributed to marketing activities in the first 6 months. Marketing was invited to the revenue review for the first time. Budget increased by 35% based on demonstrated ROI.

Is this familiar?

Adobe Experience Cloud challenges in SaaS & Technology — what we see most often

Businesses in SaaS & Technology running Adobe Experience Cloud often face the same underlying issues: data quality problems that compound over time, automation configurations that worked at launch but have not kept pace with the business, and adoption gaps that mean the CRM captures only a fraction of what it should.

The challenge is rarely the platform itself. Adobe Experience Cloud is capable of handling this complexity. The challenge is the implementation — the data model decisions, the integration architecture, and the process design that determine whether the platform works for the business or against it.

Celumai specialises in Adobe Experience Cloud implementations and rescues for SaaS & Technology businesses. If the issues described in this case study are familiar, the causes and solutions are likely similar.