Transforming B2B MarTech Strategy at Fujitsu

The Challenge

In 2023, Fujitsu—a global technology services leader—faced a critical challenge common to large B2B enterprises: how to effectively leverage marketing automation technology (Salesforce and Pardot) to achieve strategic marketing goals while navigating the complexities of sales-marketing alignment, lead quality optimization, and organizational transformation.

Strategic Approach

Phase 1: Research & Academic Grounding

  • Conducted literature review (25+ sources) and applied frameworks: TAM, Effectuation Theory, Marketing Automation Maturity Model, Sales-Marketing Integration.
  • Collected six months of Salesforce & Pardot data and 15+ senior executive interviews.
  • Insights: Fujitsu’s adoption was iterative (effectual reasoning), sales-marketing goals misaligned, and data underutilized despite technical integration.

Phase 2: Diagnostic Analysis

Gaps Identified:

  1. Alignment: Inconsistent MQL/SQL definitions, no shared KPIs.
  2. Analytics: Rich data unused; reporting fragmented.
  3. Organizational: Resistance to customer-centric mindset, minimal change management.
  4. Process: Manual workflows, underused personalization and behavioral targeting.

Phase 3: Recommendations

  1. Sales-Marketing Alignment: Unified lead scoring, SLAs, shared KPIs, joint campaign planning.
  2. Lead Management & Attribution: Multi-touch attribution, executive dashboards, quarterly performance reviews.
  3. Activate Pardot Capabilities: Dynamic content, behavioral triggers, nurture tracks, real-time alerts.
  4. Organizational Transformation: Customer-centric training, change management roadmap, cross-functional “MarTech Champions.”
  5. Continuous Optimization: A/B testing, monthly performance reviews, documentation of best practices.

Expected Impact:

  • 25–30% higher lead acceptance, 15–20% shorter sales cycles, 30–40% increased Pardot adoption.
  • Enhanced analytics visibility, continuous improvement culture, and data-driven decisions.

Phase 4: Deliverables

  • 60+ page consultancy report with frameworks, diagnostics, and recommendations.
  • Executive presentation with interactive Q&A.
  • Visual process maps and implementation toolkit.

Key Takeaways

Ground recommendations in theory but focus on actionable insights.

Stakeholder interviews reveal cultural and political barriers invisible in data.

Technical integration is table stakes; human and organizational factors matter most.

Continuous optimization and change management are critical for adoption success.

Fujitsu now has a roadmap to optimize its MarTech stack, improve sales-marketing alignment, activate analytics, and drive forecasted 20% business growth.

“The collaboration provided invaluable insights into bridging marketing automation capabilities and strategic marketing execution, positioning us to optimise our MarTech stack for measurable impact”

– Andrea Clatworthy (Global Head)

This case study demonstrates how research-led digital strategy, cross-functional collaboration, user-centric content, and relentless optimization can transform industry-wide challenges into market-leading performance—achieving 69% online conversion and establishing best practices for regulatory change management in telecoms.