Overview
Challenge: Veeam® Software, the Data and AI Trust company, was challenged by its executive team to become more efficient – to produce more signals and pipeline without increasing headcount or budget. Their traditional lead-centric model created fragmented buyer views, with critical data siloed across Salesforce, Marketo, and intent platforms. This lack of a unified view meant marketing was missing signals, SDRs lacked context, and valuable pipeline opportunities were left undiscovered.
Solution: The marketing operations team implemented LeanData’s Intelligent Go-to-Market Orchestration to manage a strategic shift from a lead-based to a buying-group model. By using LeanData as the “connective tissue” for their go-to-market (GTM) stack, Veeam centralized buyer signals from disparate systems into Salesforce. This enabled them to automate the assembly of buying groups and deliver context-rich, actionable opportunities to their SDR and sales teams.
- Industry
- Software Development
- Location
- Seattle, Washington
- Interview With
- Courtnie Luetke, Senior Director, Marketing Automation
Solutions
LeanData Orchestration
Results
238%
40%
46%
Introduction
With executive pressure to generate more pipeline without expanding resources, the marketing team at Veeam faced a critical challenge. Their existing lead-centric model was hitting a ceiling and needed to evolve alongside its target audience. Signals from multiple people at the same account were getting lost, marketing spend was inefficient, and the handoff to sales lacked the holistic context needed for effective engagement.
Courtnie Luetke, Senior Director of Marketing Technology and Automation at Veeam, knew a fundamental change was required. The team needed a way to transform their operations, moving from chasing individual leads to orchestrating buying committees. The answer lay in adopting a revenue waterfall model, and LeanData was the platform chosen to power this transformation.
Siloed Signals and a Disconnected GTM Motion
Before LeanData, Veeam’s GTM process was defined by fragmentation. This created several critical business challenges that limited revenue potential.
- Fragmented Buyer Data: Buyer signals were scattered across multiple systems. Lead scores lived in Marketo, while intent data was housed in a separate platform. This fragmentation prevented teams from seeing the complete picture of account engagement.
- A Lead-Centric Blind Spot: The focus on individual Marketing Qualified Leads (MQLs) meant sellers missed the bigger picture. This resulted in lost marketing spend and undiscovered pipeline.
- Misaligned Team Objectives: With marketing measured on MQLs and SDRs on meetings booked, there was a disconnect from the ultimate goal: pipeline. This created friction and inefficiency across the entire revenue funnel, as teams optimized for their own metrics rather than the overall health of the opportunity.
- Dependency on Technical Resources: Veeam had a culture of building in-house solutions. However, this approach required developer resources, long development sprints, and competition for IT priority. Making even small changes to GTM assignment rules was a slow, cumbersome process, hindering the team’s ability to adapt quickly.
Orchestrating a Buying Group Strategy with LeanData
Veeam chose LeanData as the intelligent orchestration engine to unify its GTM motion and power its transition to a buying group framework. The Salesforce-native platform serves as the central hub for connecting systems, data, and teams.
Unifying Signals into Actionable Insights
The first step was to break down the data silos. LeanData acts as the “connective tissue,” pulling signals from all of Veeam’s marketing platforms into one central place. “What made LeanData super valuable to us was the capability to bring all of those signals together,” said Luetke. This allowed Veeam to orchestrate complex decisions based on a complete view of account activity, uncovering signals that were previously hidden.
Shifting from Leads to Opportunities
With a unified data foundation, Veeam transitioned its focus from individual leads to opportunities. Instead of delivering isolated leads, marketing now assembles signals into a more complete, actionable opportunity for the SDRs, with multiple buying group members and rich engagement history.
“Focusing on the opportunity for us was a game-changer because marketing, SDRs, sellers, and post-sales are all on the same object. We’re all talking the same language.”
Courtnie Luetke
Empowering Operations with Agility
LeanData’s no-code, visual interface empowered the marketing automation team to own and adapt their GTM workflows without relying on IT. This newfound agility was transformative. Luetke shares an example: “Recently we needed to make an adjustment on how we are recycling opportunities after no activity. I think we were able to make that change and put it back into market the same day, which would’ve not been anywhere near possible in the previous version of how we worked.”
Driving Efficiency and Unlocking Revenue
By redesigning its GTM engine around intelligent orchestration, Veeam achieved significant, measurable results that directly addressed the executive team’s mandate.
The impact was felt across the funnel. One of the most powerful metrics emerged from the buying group strategy. Luetke reveals, “When we have three or more members on an opportunity, we see more than a 200% opportunity value when that progresses.” This validated the shift away from a lead-centric view.
Furthermore, the team achieved remarkable gains in efficiency. “We’ve been able to really increase that pipeline efficiency – by more than 50% – when we’re looking at program costs versus output,” says Luetke. By eliminating wasted effort and surfacing higher-quality opportunities, Veeam was able to spend less and get more value from its marketing investments. This also led to a 50% increase in average opportunity sizes coming from marketing programs.
The strategic impact went beyond the numbers. The move to the revenue waterfall aligned every part of the business, from marketing to sales to customer success. “Now, we’re all focused now on the stages of signals to pipeline or signals to revenue and how are those progressing,” Luetke concludes. “And those are the metrics that we talk about at our executive GTM reviews.”
By leveraging LeanData’s Intelligent Go-to-Market Orchestration, Veeam successfully transformed its GTM strategy, building an efficient, scalable, and aligned revenue engine poised for future growth.
ABOUT VEEAM
With Veeam, the Data and AI Trust company, data is understood, secured, and resilient, enabling organizations to unleash their data to accelerate safe AI at scale. Headquartered in Seattle, with offices in more than 30 countries, Veeam protects over 550,000 customers worldwide, including 82% of the Fortune 500.
Accelerate Safe AI at Scale.
