Delinea's homepage now leads with AI agents and agentic identities, and it bought StrongDM for runtime authorization. But the "product" field on both Schedule a Demo and Request a Quote, which a new Senior Director of Marketing Operations will use for routing and MQL rules, still offers 17 older options: it includes Privileged Behavior Analytics and Password Reset Server, which have no product page on the site, and leaves out Privileged Remote Access, Iris AI, Continuous Identity Discovery, AI-driven authorization and StrongDM. A buyer who came for AI agent security has to pick "Multiple Products or Not Sure", and the intent that should route them is lost. The demo form also asks ten required questions, including phone and a free-text comments box.
First action
Export last quarter's demo requests by product answer and count "Multiple Products or Not Sure".
How to measure it
Demo requests with a specific product interest
- Now
- –
- Target
- 85%
- By
- 60 days
Steps
Measure today
Share of "Not Sure" answers and form completion rate.
Senior Director, Marketing Operations 2 days
Rebuild the picker
Current catalogue grouped by need, with AI agents first.
Product Marketing 2 days
Prefill from page
Use the page the visitor came from to set the default.
Web team 3 days
Update routing
AI agent and StrongDM interest to the right sellers.
Senior Director, Marketing Operations 3 days
Trim required fields
Phone and comments optional; enrichment fills company data.
Senior Director, Marketing Operations 2 days
A/B test
Short form vs current form.
Demand Generation 3 weeks
Retire old values
Map historic answers to the new list in the CRM.
Data Governance Analyst - Salesforce 1 week
Report
Completion, speed to first touch and opportunity rate.
Senior Director, Marketing Operations weekly
Why it works
Replace the picker with today's catalogue grouped by need (secure AI agents, privileged access, secrets, cloud entitlements, governance with Fastpath, remote access), prefilled from the page the visitor came from. Route "secure AI agents" and StrongDM interest to the team that sells runtime authorization. Make phone and comments optional and let the enrichment tool already on the site fill company data, testing a shorter form against the current one.
Routing on the buyer's real interest speeds the first reply and puts the AI agent story in front of the right seller. Shorter forms lift completion, and the funnel data the new leader inherits becomes reliable.
Ready to use
ChecklistForm clean-up list
[ ] Picker matches the current product pages [ ] "Secure AI agents" and runtime authorization options [ ] Default product set from the referring page [ ] Phone and comments optional [ ] Enrichment fills company size and industry [ ] Routing rules updated for each option [ ] Old values mapped in the CRM [ ] A/B test running
Risks and how to handle them
Sales wants the phone number
Ask for it on the confirmation step or enrich it.
Historic reports break
Keep a mapping table from old values to new ones.
Evidence
- Your websiteThe product picker on both forms has 17 options. It includes "Privileged Behavior Analytics" (and, on the demo form, "Password Reset Server"), which have no product page in the sitemap, but not Privileged Remote Access, Delinea Iris AI, Continuous Identity Discovery, AI-driven authorization or StrongDM, all of which the site sells; otherwise a visitor picks "Multiple Products or Not Sure".Source
- Your websiteLead forms (public form definitions, checked October 23, 2026): Schedule a Demo has ten required fields: first and last name, company, job title, email, phone, country, product, "how did you hear about us" (ten options) and a free-text comments box. Request a Quote has nine required fields, also including phone and comments. Hidden fields already capture first- and last-touch campaign data.Source
- Your websiteHomepage: "Accelerate AI Securely" and "Agentic Identities - Govern and control access for AI agents and autonomous systems" lead the menu; three ways in: "Interactive demo ... No sales call required", "Live demo" and "30-day trial"; "4.6/5 Rating from 1,607 Gartner Peer Insights Reviews"; "Leader, Gartner Magic Quadrant for PAM, 2025"; a whitepaper "Beyond Credential Brokering: Runtime Authorization for AI Agents".Source
- HiringSenior Director, Marketing Operations (US remote, posted October 23, 2026): "the strategic leader of Delinea's top-of-funnel engine", "accountable for how demand becomes measurable, forecastable pipeline"; owns "marketing automation, lead scoring, routing, and attribution tooling", will "Define and maintain MQL/SQL definitions, scoring models, and SLAs governing lead flow and speed-to-lead" and "go into the technical weeds of a lead routing rule or MQL definition"; manages a Director, Top-of-Funnel Operations and "the near-shore (Mexico-based) data quality team"; data practices must meet "SOX/IPO-readiness requirements".Source
- Your websiteDelinea completed its acquisition of StrongDM on March 5, 2026, to unify PAM with just-in-time runtime authorization for human and non-human identities, including AI agents; coverage put Delinea at about $400 million in annual recurring revenue.Source