183% Pipeline Growth & 79% CPL Reduction : Xactly Case Study

Challenge & Solution

From Challenges to Measurable Gains

Xactly was investing heavily in paid media, but weak attribution, inefficient spend, and low-quality conversions obscured the true impact of marketing on pipeline—making scale both risky and unsustainable.

The Challenges

High Cost per Lead

CPL exceeded $1,000 while lead quality and funnel efficiency declined.

Budget Inefficiency Across Channels

Spend was misaligned across Google, LinkedIn, and Facebook, limiting ROI.

Faulty Attribution and Tracking

Page views were incorrectly counted as conversions, distorting performance data.

Low-Intent Targeting

Broad audiences drove impressions but failed to convert into meaningful opportunities.

The Solutions

Conversion & Funnel Optimization

Rebuilt landing experiences, refreshed creatives, and applied CRO and A/B testing to improve lead quality and progression.

Platform & Budget Realignment

Reengineered campaigns across core platforms and piloted Bing to diversify demand efficiently.

Attribution Precision Enablement

Conducted deep funnel audits and rebuilt tracking frameworks to accurately measure outcomes.

Intent-Driven Audience Activation

Deployed intent-led targeting using 6Sense, G2, and TAM datasets to engage high-value accounts.

The Challenges

The Solutions

High Cost per Lead

CPL exceeded $1,000 while lead quality and funnel efficiency declined.

Conversion & Funnel Optimization

Rebuilt landing experiences, refreshed creatives, and applied CRO and A/B testing to improve lead quality and progression.

Budget Inefficiency Across Channels

Spend was misaligned across Google, LinkedIn, and Facebook, limiting ROI.

Platform & Budget Realignment

Reengineered campaigns across core platforms and piloted Bing to diversify demand efficiently.

Faulty Attribution and Tracking

Page views were incorrectly counted as conversions, distorting performance data.

Attribution Precision Enablement

Conducted deep funnel audits and rebuilt tracking frameworks to accurately measure outcomes.

Low-Intent Targeting

Broad audiences drove impressions but failed to convert into meaningful opportunities.

Intent-Driven Audience Activation

Deployed intent-led targeting using 6Sense, G2, and TAM datasets to engage high-value accounts.

Where Growth Showed Up

A snapshot of performance improvements across priority initiatives.

Pipeline & Revenue Impact

183% increase in pipeline value
Pipeline grew from $1.42M to $6.02M

Efficiency & Cost Control

54% reduction in cost per opportunity
79% reduction in blended CPL
42% reduction in ad spend with higher lead volume

ABM Performance (6Sense-Led)

594% increase in accounts reached
165% increase in engaged accounts
170% surge in accounts at purchase stage

Conclusion

Xactly’s transformation demonstrates how paid media becomes a growth lever when anchored to revenue, not vanity metrics. By repairing attribution, activating intent-led audiences, and optimizing conversion paths, Xactly achieved a 183% increase in pipeline value—while spending less and converting more efficiently. The result is a scalable, revenue-aligned demand engine built for sustained growth.

Growth Shouldn’t Be Guesswork.

Let’s design what comes next—together.

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From Challenges to Measurable Gains

The Challenges

High Cost per Lead

Budget Inefficiency Across Channels

Faulty Attribution and Tracking

Low-Intent Targeting

The Solutions

Conversion & Funnel Optimization

Platform & Budget Realignment

Attribution Precision Enablement

Intent-Driven Audience Activation

The Challenges

The Solutions

High Cost per Lead

Conversion & Funnel Optimization

Budget Inefficiency Across Channels

Platform & Budget Realignment

Faulty Attribution and Tracking

Attribution Precision Enablement

Low-Intent Targeting

Intent-Driven Audience Activation

Where Growth Showed Up

Pipeline & Revenue Impact

Efficiency & Cost Control

ABM Performance (6Sense-Led)

Driving Smarter Returns and Deeper Engagement

Conclusion

Growth Shouldn’t Be Guesswork.

Transforming Paid Media into Pipeline Performance

How Xactly Drove a 183% Increase in Pipeline Value Through Revenue-Aligned Media Execution

Company Overview

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