Eloqua Campaigns SmartStart

You can’t manage what you can’t measure. And if you can’t measure the ROI of your campaigns adequately, you can’t manage them adequately either.

For too long, marketing has justified their budget through indirect evidence that is difficult to support in executive meetings. When 4Thought Marketing implements Eloqua Campaigns, specific budgets are tied to specific returns, with dollars spent and ROI being allocated, categorized and most importantly, understood.

Under the best of circumstances calculating Campaign ROI can be difficult. When you add in some measure of multiple product lines, multiple geographies, multiple divisions, different and multiple response types, and different constituents… it can become a nightmare.

When implementing the Eloqua Campaigns Module, the normal three aspects of people, processes, and technology must be brought together to work in harmony. To do this, 4Thought Marketing goes through a number of steps during the Campaigns implementation process:

1. Presenting what’s possible
2. Guiding your department through the implementation decisions
3. Documenting the resulting processes so your department is in sync with Eloqua
4. Consider the integration aspects of the implementation
5. Executing the Implementation and setting up Eloqua
6. Training your personnel on Eloqua usage to achieve your goals

During the above process 4Thought Marketing will guide your organization through and complete:

• Setting up Eloqua and CRM Campaign hierarchies
• Defining what should constitute a response
• Allocating ROI among the various campaigns that touch a deal
• Considering the aspects of integrating with the opportunities and closed deals from CRM
• Determining what value can come from Campaign ROI reporting in CRM vs Eloqua
• Considering how multiple campaigns touching a company should impact ROI
• Selecting the timeframes during which campaign touches should affect ROI
• Extending the sales pipeline back into marketing, such that all of the early marketing stages of the pipeline are now known and tracked as part of an integrated marketing/sales funnel

The end result of the implementation is a functioning Eloqua system, processes that are known and understood, and personnel that understand how to get the ROI answers OUT of your system that are meaningful and agreed upon by all parties.