The Challenge: The marketing operations team needed a better way to accurately attribute revenue, conduct ROI analysis, monitor funnel metrics and produce credible reports. Apptio VP of Marketing Operations John Lewellan used to rely on mostly manual methods to get the critical data he needed on lead progression through the funnel and pipeline creation. He consolidated data from out-of-the-box tools, which he describes as a kludgey, labor-intensive process that didn’t yield all the metrics and reporting he wanted. He was looking for a way to achieve greater efficiency in marketing operations and better alignment with the department’s sales development reps (SDRs). When they joined Apptio, Lewellan and Director of Marketing Operations Tim Gilbert inherited a CRM instance that n

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