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Industry Leader Case Study

Esri

A global GIS pioneer whose ArcGIS platform powers "The Science of Where®" for governments, Fortune 500 enterprises and academia worldwide.

This is the story of how Esri scaled demand from 110,000 organisations (2002) to 350,000+ (2015) while tightening its own go‑to‑market engine. Growth was explosive, yet marketing operations lagged behind—74 separate request systems, two‑week approvals and limited visibility across 16 teams. Esri faced the classic enterprise dilemma: how do you keep winning high‑value clients when process debt strangles velocity?

Key Result

110K → 350K organisations in 13 years; 43% global GIS market share (2015)

Before

Esri's marketing groups relied on 74 siloed request tools. Print‑collateral approval cycles stretched to two weeks, and legal reviews soaked up 16 hours each week. Teams lacked a single source of truth just as ArcGIS adoption was accelerating.

After

A unified Adobe Workfront hub collapsed those 74 tools into one. Approval time fell to ≈ 1.5 hours and the weekly legal burden dropped by 16 hours. Freed capacity fuelled flagship programmes—like the Esri User Conference, which drew 16,000 attendees in 2015—and partner‑led expansion that cemented market dominance.

Pillar 1: RevOps & Messaging

Reframed positioning from product‑centric to outcome‑centric and instrumented a single workflow engine.

Reframed positioning from product‑centric to outcome‑centric and instrumented a single workflow engine.

174 → 1 request systems via Workfront rollout
2Approval time cut 2 weeks → 1.5 hours with Outlook‑integrated workflows
3Standardised legal review, saving 16 hrs/week
4Shifted narrative from 'GIS software' to 'location intelligence for strategic decision‑making'

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