Cisco had consolidated a majority of its marketing functions into a Global Demand Center (GDC) running traditional and digital marketing with the support of a Marketing Automation platform, comprising nearly 40 integrated marketing applications.
Its outbound campaign tool, responsible for email and call center campaigns, was no longer keeping up with demand. Cisco was deploying approximately 5,000 tactics a quarter and had over 100 campaign execution specialists running selection, segmentation, nurturing, offer management, lead qualification, lead routing, etc. on ePiphany – a technology past its prime.
To handle what was deemed to be a very large volume of campaigns, Cisco had selected and purchased Unica three years prior from IBM (now, Unica is an HCL Software). At that time, Unica was the leading technology, especially when it came to large volumes of campaigns, contacts, and offers. The implementation project, however, was far behind schedule and over budget.