GoCardless unifies sales and marketing to deliver 11X ROI with Demandbase

GoCardless, a global leader in bank-to-bank payments operating across the UK, Europe, North America, Australia, and New Zealand, sought to deepen sales and marketing alignment while maximizing visibility across its go-to-market programs. With a focus on direct debit and open banking solutions, GoCardless turned to Demandbase to unify its campaign management and engagement data.

Robert Bramley, Demand Generation Manager for the UK & Ireland, says Demandbase transformed how GoCardless runs its account-based strategy. By using the platform’s advertising and engagement tools, the team saw remarkable results from an open banking campaign, generating 11X pipeline ROI on their budget. Demandbase helped the team bring all campaign channels and engagement data into one view, giving sales the insights they needed to reach the right prospects and buying groups.

Beyond campaign performance, Demandbase has redefined GoCardless’s go-to-market execution by enabling deeper collaboration across marketing, sales, customer success, and partnerships. With robust AI and automation features, team members can now self-serve through campaign workflows, playbooks, and sales enablement programs.

Robert says Demandbase’s constant innovation keeps it central to their day-to-day operations, driving a more connected, data-driven approach that boosts efficiency, impact, and alignment across their teams.