CRM Analytics implementation provides insight into marketing operations


Company Overview

Sykes Enterprises, Inc. is an American multinational business process outsourcing provider headquartered in Tampa, Florida. The company provides business process outsourcing services, IT consulting, and IT-enabled services, such as technical support and customer service.

Business Situation

Sykes wanted to utilize CRM Analytics to provide marketing and sales analytics insights, including lead movement, conversion rates, and return on advertising spend and activity. Sykes needed a holistic view of how its web and ad platforms were performing and how marketing activities were contributing to business outcomes. This data lived across a variety of platforms and tools and Sykes needed a consolidated view for operational reporting.


SpringML assisted Sykes with the ingestion of external campaign, ad, and website data from Google Analytics by utilizing the data integration tool Stitch, Heroku, and native CRM Analytics functionality. We combined this data with native Salesforce data to present a holistic view of how marketing activities were driving outcomes in the organization and provided Sykes with the necessary insight into their business.


The implementation of CRM Analytics and integration of external data sources into Salesforce helped the Sykes sales and marketing teams improve operations by providing valuable insight into campaign and web performance and understanding marketing’s role in generating leads and opportunities.

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