Global Data Intelligence Provider
As part of a wider transformation project, CRMT Digital worked with a leading global data intelligence provider to streamline its sales insights and lead qualification processes. The aim of the project was to drive more efficient and effective marketing operations by enhancing the organisation’s Eloqua marketing automation platform performance.
Key challenges
Requirement to optimise the flow of data between Salesforce and Eloqua
Organisational shift from volume to value marketing
Need to increase automation to reduce manual workloads for the team
Improving Sales Insights and Lead Qualification Processes
The organisation needed to make core improvements across its sales insights, lead qualification and Eloqua processes, quickly and efficiently. Following business case recommendations from an external consultancy for our data, process and Eloqua expertise, the organisation’s team chose to partner with CRMT Digital.
The objectives behind this programme were threefold:
Sales insight
- The organisation’s sales team wanted deeper insight into marketing activities relevant to opportunities being worked on. This would support prioritisation of their efforts and allow them to engage with prospect in meaningful way.
Lead qualification
- The marketing team wanted to automate lead qualification through scoring and lead–to- account matching. This supported the organisational strategy to move away from marketing and sales based on volume to one that focuses on high propensity accounts.
Automation
- The team were spending a significant portion of their time on manual tasks and designing workarounds that could be automated or optimised, leading to inefficiency and resource overload.
What were the key achievements?
The CRMT Digital team worked with the organisation to split the project into the following workstreams, to address the core challenges most effectively: Workflow optimisation and data standardisation, Lead scoring configuration, Closed loop reporting, Customer onboarding flow optimisation. To start the project, CRMT Digital carried out a discovery process with the marketing team across its Eloqua and Salesforce platforms. This was followed by a comprehensive review of the workstreams to refine deliverables and a lead scoring workshop to assess lead scoring needs and current setup.
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Enhanced sales insight and quicker lead qualification
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Improved customer experience
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Robust documentation of new setup for future updates
Sales and Marketing Optimisation
An Eloqua-Salesforce integration audit was performed to assess the current marketing technology stack, alongside with a comprehensive audit of the customer onboarding process, including forms and workflows.
This discovery and audit approach enabled CRMT Digital to define clear recommendations for the platform and process configurations and updates that the organisation would require, along with designs of those processes. In the implementation phase of the programme, CRMT Digital configured the data standardisation flows, scoring models, Eloqua campaign integration with Salesforce, and Eloqua opportunity import. Campaign canvas updates were made and new workflows and processes tested and validated.
As part of CRMT Digital’s best practice approach to process optimisation, all processes were reviewed and approved before implementation and all changes documented.
Our Results
As a result of the external consultant’s business case development and CRMT Digital’s project delivery, the team was able to enhance sales insight for the organisation through the automatic association of contacts to Salesforce campaigns, enabling full customer journey reporting. The approach also improved visibility of campaign outcomes in both Eloqua and Salesforce using Eloqua Closed Loop Reporting.
The project delivered a wide range of process improvements that had a measurable impact on the marketing team and the success of marketing initiatives, including:
Quicker lead qualification – reducing lead follow-up times from hours to minutes by fixing integration errors that blocked automatic sync of leads
Improved lead qualification from nurture campaigns using a new lead scoring model
Elimination of time-consuming admin processes, such as manual uploads of leads to Eloqua and Salesforce
Improved customer experience through automatic sync of customer subscription data to Eloqua
Closer alignment of sales and marketing through near real-time sync of lead and opportunity information to Eloqua.
Next Steps
CRMT Digital’s approach also supported the upskilling of the marketing team though knowledge sharing sessions and documentation, with follow-ups and a post go-live Q&A sessions, ensuring that the project could deliver maximum benefit in the long term.
