Aligning Sales and Marketing with Oracle CRM On Demand and Oracle Eloqua CON9420

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2 Aligning Sales and Marketing with Oracle CRM On Demand and Oracle Eloqua CON9420 Christopher Campbell, Senior Product Manager Caryn Reddick, Senior Director, Product Management Oracle Marketing Cloud October 1, 2014

3 Safe Harbor Statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle s products remains at the sole discretion of Oracle.

4 Program Agenda Benefits & Overview Integration Details Demonstration

5 Marketers are Under Immediate Pressure to Drive and Attribute New Revenue The CEO Mandate 75% of CEOs want their CMOs to become 100% ROI-focused The CMO Vision 92% of CMOs want to be datadriven in how they quantify value The Reality 80% of CMOs can t quantify ROI Sources: Fournaise Group and Columbia Business School s Center for Global Brand Leadership. 5

6 Buyers are 60% through their decision process BEFORE engaging with a Sales person. - Google and Corporate Executive Board study

7 Marketing AND Sales Drive the Process THEN NOW MARKETING SALES MARKETING SALES Education Active Buying Closing Education Active Buying Closing Sales Dominated One-way, single channel, relationship-driven Marketing plays critical role Internet-driven, analytics-driven

8 Disparate Data Creates Marketing Complexity and Lost Revenue Unable to pull together all their data, marketers fail to target the right customers. 82% of enterprise marketers have no synchronized view of customer data 8

9 The Ongoing Marketing and IT Divide Prevents Progress What CMOs Want What CIOs Want Source: Accenture #1 Deploy better marketing execution and platforms ( #6 for CIOs) Only 1 of 10 CMOs and CIOs feel that collaboration between the two is at the right level. #1 Better marketing measurement and campaign optimization ( #8 for CMOs) 9

10 Oracle CX Complete Customer Experience Platform Oracle Marketing Oracle Sales Oracle CPQ Oracle Commerce Oracle Service Oracle Social Integrated Customer Experience Foundation Social Network Mobile Analytic KPIs & Predictive Dashboards Analytics Integrations

11 Sales and Marketing Integration Benefits Sales and marketing are connected across the buying cycle Sales and marketing alignment improves the customer experience Key capabilities are synchronized

12 Close the Loop Across the Entire Buying Cycle Oracle CRM On Demand Eloqua Profiler Oracle CRM On Demand Eloqua Engage Integration Feature Set Synchronization of customers, prospects, contacts, leads, and opportunities between Oracle Marketing Cloud and Oracle CRM On Demand. Includes embedded digital profile in CRM On Demand and achieves full ROI reporting.

13 Build an Actionable Customer Profile Leverage your data across the marketing and sales cycle with a Universal Customer Profile Behaviors Activities Sentiment Preferences 13

14 Eloqua Engage Templates for Sales! Create branded templates for sales to send from Oracle CRM On Demand Personalize with field merges and signatures All easily configurable

15 Program Agenda Benefits & Overview Integration Details Demonstration

16 Integration Data Flow List Upload Eloqua Contacts Eloqua Custom Object Business Logic & Field Mapping Eloqua Account Form Submission Optional CRM On Demand Inbound synchronization is scheduled CRM On Demand Leads CRM On Demand Contacts CRM On Demand Accounts

17 Inbound Data Flow: CRM On Demand to Oracle Eloqua Oracle CRM On Demand Leads Contacts Accounts Opportunities Optional Oracle Eloqua Custom Object (Leads) Contacts Accounts Opportunities Leads from CRM On Demand are imported into an Eloqua Custom Object for segmentation purposes only They are uniquely matched on CRM Lead ID Contacts from CRM On Demand are linked to the accounts in Eloqua that are designated primary in CRM On Demand Accounts are uniquely matched on CRM Account ID Opportunities are uniquely matched on CRM Opportunity ID

18 Field Mapping These CRM On Demand objects are currently supported: Lead Contact Account Opportunity

19 Oracle Eloqua to Oracle CRM On Demand Data Flow

20 Outbound Data Flow: Oracle Eloqua to CRM On Demand Oracle CRM On Demand Oracle Eloqua Leads Contacts Accounts Opportunities Custom Object (Leads) Contacts Accounts Opportunities Depending on which lead management option is selected, Eloqua will: Create a new Lead Update an existing Lead Update an existing Contact Field values from the Eloqua Contact record are written to CRM On Demand

21 Best Practice The most common practice is to use CRM On Demand as the CRM customer master and capture the prospects generated from Marketing Cloud as Leads in CRM On Demand For net new prospects generated from Marketing Cloud, leads are created CRM On Demand. Sales reps qualify these leads, determine its opportunity potential, then create an account or contact in CRM On Demand. This ensures customer master data quality in CRM On Demand. For Marketing responses from existing customers, leads are created in CRM On Demand with reference to the corresponding accounts and contacts in CRM On Demand.

22 Lead Management Solution depends on your team structure and method of reporting Options: Point of Interest Create Unique Hybrid Approach

23 Lead Management Option: Point of Interest A new Lead is created for every marketing qualified lead (even if there is an existing Contact record with the same address) Using this model you may adopt the CRMOD revenue attribution model and leverage out of the box CRMOD ROI reporting. Attribution is determined by the lead that is converted. Considerations Helps to keep the contact and opportunity database clean. May result in duplicate unqualified/qualified leads in CRM On Demand Leads are used for segmentation in Eloqua

24 Lead Management Option: Create Unique A new Lead is created ONLY WHEN there is no Contact record or Lead record with the same address If there is an existing CRM Contact record, the Contact record will be updated Considerations Once a lead is created, no other leads are generated by Eloqua in CRM On Demand. Only existing lead and contact are updated going forward. If a lead is converted/deleted/rejected, Eloqua can again create a new lead. Merging of duplicates and leads is not required.

25 Lead Management Option: Hybrid Approach A new Lead is created IF there are no unconverted Leads with the same address (even if there is a Contact record with the same address) Typically used if you have a sales qualification function (telemarketing, inside sales, etc.) for leads before handing them to field sales Considerations Lead information is stored both on the Contact and Custom Object Record in Eloqua If there are duplicate leads with the same address that are not converted they will be merged on the contact in Eloqua

26 Sales Enablement

27 Eloqua Profiler Sales user can view the Eloqua profile of a specific Contact or a Lead

28 Eloqua Engage Sales users have direct access to browse Marketing Cloud campaigns and templates to send follow up communications

29 Program Agenda Benefits & Overview Integration Details Demonstration

30 Questions?

31 Safe Harbor Statement The preceding is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle s products remains at the sole discretion of Oracle.

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