Case study · Alteryx

Reversing declining field sales & turning community and advocacy into category leadership

Role · VP Customer Engagement & AMS Field MarketingSector · B2B SaaS · Analytics & Data Science

$170M

Headline outcome

Qualified marketing pipeline attained; 110% to goal despite market headwinds. · 150% Lift in deal expansion, 100% increase net new logos · $170M qualified marketing pipeline influenced by advocacy & community · 215% lift in 3rd-party reviews across G2, TrustRadius, Gartner Peer Insights · #1 Top 100 Software Brand position earned · Maveryx Community scaled from 300K → 1M .

The Challenge

Where we started

—Declining and fragmented AMS field marketing motion with no shared playbook across regions, segments, or sales plays.
—Stalled community growth with lack of value exchange limited engagement to a small set of customers; No early pipeline for customer stories.
—Customer voice was under-leveraged on third-party review sites at a time when buyers increasingly relied on peer signals.
—Reference, advocacy, and community programs operated in silos with no shared engagement scoring or pipeline accountability.

The Approach

What we built

—Rebuilt the AMS field marketing motion integrated plays across expansion and net-new logo acquisition, tied to pipeline targets.
—Relaunched "Maveryx" customer community with modernized awards program as the front door for engagement, learning, and advocacy.
—Operationalized a review-and-reference motion across G2, TrustRadius, and Gartner Peer Insights with sales and CS.
—Integrated advocacy + community + field into a single engagement engine with shared metrics and pipeline targets.

The Outcome

What it delivered

$170M
qualified marketing pipeline attained, at 110% to goal, despite GTM headwinds.
215%
lift in 3rd-party reviews across G2, TrustRadius, Gartner Peer Insights; 75 G2 badges incl. Leader in Analytics & Top 50 IT infrastructure organizations.
#1
Top 100 Software Brand position earned
300K → 1M
Highly engaged new Maveryx community members