When it comes to managing partner relationships, BlueRoads drives in the fast lane. BlueRoads aims to help its clients work with their distribution channels, focusing on accelerating sales cycles, increasing close rates, maximizing close margin contributions, and improving cross-sell and upsell opportunities. Like many businesses today, BlueRoads relies on Google AdWords to help attract interest and hopefully increase conversion rates. Then along came California-based marketing automation software provider Marketo. Marketo addressed the dilemma that plagues many small and midsize businesses: lack of resources. In just two days, the software was fully deployed, and BlueRoads was no longer fighting for attention. Cost-effectiveness has not only allowed BlueRoads to double its number of paid-search terms, but also to expand its market reach.