Serena Software, a Silicon Valley leader in orchestrated IT and application lifecycle management (ALM) solutions, serves more than 2,500 enterprise customers worldwide. Known for powering DevOps and IT management efficiency for the Global 2000, Serena wanted to take that same precision-driven approach and apply it to its marketing.

They turned to BOL to transform data into insight, and insight into measurable impact.

How do you measure what really matters?

Serena's marketing team was growing rapidly, but their biggest question remained unanswered: how is marketing actually influencing pipeline and revenue?

Despite investing across multiple channels, Serena lacked clear visibility into which efforts were driving the most impact. They needed to:

• Connect marketing influence to closed business
• Segment and compare performance across campaigns
• Correlate pipeline contribution with sales quotas

Their CRM and marketing data lived in silos, spread across Microsoft Dynamics, Google Ads, and Marketo, making it difficult to get a unified view of what was working, what wasn't, and where to scale.

How do you go from data confusion to clarity?

To give Serena the clarity they needed, BOL launched an Analytics Pilot designed to transform raw data into actionable intelligence.

Step 1: Integrate and Visualize

We began by consolidating data from Microsoft Dynamics CRM, Google AdWords, and Marketo, creating a unified analytics environment. Using data science and business intelligence tools, we built custom visual dashboards to show marketing's real influence on the pipeline.

Step 2: Standardize and Streamline

To ensure accuracy and scalability, BOL established consistent naming conventions across campaigns, URLs, and CRM records. Custom business logic was applied to enable deeper segmentation and more meaningful performance insights.

Step 3: Attribute and Optimize

We configured a new data architecture that applied holistic attribution modeling to all opportunities. This revealed exactly how marketing channels — individually and collectively — were driving revenue impact.

The final deliverable included four actionable dashboards that allowed Serena's marketing and sales teams to:

• Track marketing-influenced opportunities in real time
• Compare campaign performance across channels
• Make faster, data-backed budget and strategy decisions

What does a clear line from marketing to revenue look like?

The results of BOL's work were immediate and measurable.

By the Numbers

• 367% return on ad spend (ROAS) for paid search and display campaigns
• 53% of new opportunities influenced by marketing
• $1.1 million in new opportunities influenced directly by paid search

Even more telling, 34% of all opportunities were influenced by multiple channels, while 64% were driven by a single, clearly identified channel. This newfound clarity allowed Serena to focus on the most profitable sources of growth.

With their new dashboards, Serena's marketing team finally had a closed-loop view of performance — from initial click to closed deal. They could see, measure, and optimize marketing's true contribution to the bottom line.

Does smarter data really mean smarter decisions?

By combining analytics architecture, attribution modeling, and paid media strategy, BOL helped Serena Software evolve from reporting on activity to reporting on impact.

Today, Serena's marketing team operates with the same precision as their products — driving measurable ROI, informed decisions, and scalable growth.

Ready to connect your marketing data to revenue impact? Let's build clarity together.