In 2000, CA Technologies was a global company providing a dizzying array of software to enterprise IT buyers. As the dominant player in many of their markets, CA was finding it very difficult to continue to grow their business.
With no targeted marketing, no campaign consistency and no alignment between the sales and marketing teams, new marketing manager Jim Fisher new something had to change. He envisioned a more results-driven approach, but didn’t know what it would look like, or where to start.
Little did he know that, along with align.me’s Hugh Macfarlane, he was about to change how every CA team across the world approached marketing.