People are always saying keep the big picture in mind, but that’s easier said than done, especially when you have a lot of different possible moving parts that need to be assembled in the right order.
There’s no denying that Eloqua is a powerful, all-in-one marketing automation software. However, in order for it to play nicely with an established CRM, Ecommerce, ERP or BI system, not to mention your overall marketing strategy, it’s imperative that you introduce Eloqua into your operations through a controlled sequence of events.
Remember – this is a machine. The last thing you want is to put it together incorrectly or – worse yet – have a bunch of “spare parts” left over.
So, at what point during an Eloqua implementation do you actually integrate with your CRM and other tools?
- Ideally, you want to ensure that you first have a solid marketing strategy in place and that this strategy is aligned with your executives and other departments (CMO, CSO, Sales/Marketing).
- With a strong strategy in place, it’s easy to figure out what systems should be integrated first, and even what fields. Make those decisions, design your integration, and then…
- Assuming you’ve got this handled, you’ll want to go through the process of cleaning any dirty data you may have, especially those fields that relate to your strategy and resulting integration, and then execute on integrating with Eloqua. For more information on handling integrations with dirty data, see our blog post “Are Zombies Infecting Your Eloqua Integration?”
Yet, here comes the really tricky part – at what stage during integration do you decide what you need to concentrate on next? How do you make sure your integration is setup to handle the next 2-3 Marketing Automation projects you should bite off? And…what are those projects?
For example – do you have a strong prospect campaign in place?
If so, is more than half your revenue from existing customers?
If so, is your data segmented between prospects and customers?
The list goes on. Knowing what your data looks like during and after integration and what your overall goals are sets the pace for what needs to happen next.
If this is sounding a little confusing or overwhelming – don’t worry!
We recently put together a fun, easy, informative infographic that will help you understand what to do next with the Oracle Eloqua Marketing Cloud.
Simply find where you are now and see what’s next!
Click here to download the infographic. Hang it on your office wall and refer to it whenever you’re wondering what’s next. It’s your own marketing automation treasure map – just follow the arrows and you’ll see where the next turn is.