Eloqua Customers Successfully Align Sales and Marketing to Drive Revenue


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Revenue Performance Management Platform Dramatically Increases Collaboration between Departments

VIENNA, VA – April 26, 2011 – Eloqua, the leading provider of Revenue Performance Management solutions, today announced that its customers are achieving superior sales and marketing alignment. Rosetta Stone, Basware, and Cornerstone OnDemand along with hundreds of other customers are leveraging Eloqua to establish common metrics and processes, reach a set of shared goals and ultimately improve revenue performance for their companies.

According to a Forrester report, B2B Sales And Marketing Alignment Starts With The Customer by Jeff Ernst, “The challenges companies face in achieving revenue targets has made alignment between sales and marketing a high priority for the CEO.” Despite the alignment priority, a recent Forrester survey of marketing and sales leaders at 66 B2B companies showed that only 8% of respondents claim that they have tight alignment between sales and marketing, while almost half give their companies a neutral rating. (Source: October 2010 Marketing and Sales Alignment Survey). As alignment becomes increasingly important to the C-suite, companies are choosing Revenue Performance Management platforms like Eloqua to strengthen the relationship between sales and marketing.

Rosetta Stone Speaks the Language of Alignment

Rosetta Stone Ltd., a leading provider of technology-based language-learning solutions, turned to Eloqua for guidance around lead follow up processes and lead definitions for its corporate and educational verticals. Marketing and sales at the company tended to define leads differently and Rosetta Stone knew there was a better way to get the right amount of insight from these two departments. The combination of updating internal processes and using Eloqua’s technology helped Rosetta Stone close the sales and marketing divide. With a more cohesive team, the company has seen strong improvements in performance and conversions in these important verticals.

Basware Embarks on the Alignment Journey

For a global company like Basware, the leader in purchase-to-pay solutions, alignment between sales and marketing was quickly becoming a top priority. Basware started the alignment journey with Eloqua about a year ago by implementing lead scoring. Through the adoption of Eloqua, Basware was able to greatly refine the lead flow from various marketing activities to the sales department. Marketing and sales are now working toward a common goal and at Basware there is an improved understanding and appreciation of marketing’s influence in demand generation and opportunity nurturing.

Cornerstone OnDemand Takes Alignment to the Next Level

Cornerstone OnDemand, a leading provider of integrated learning and talent management software and services, understands the importance of sales and marketing alignment. The marketing team has a history of actively soliciting feedback from the sales team to determine the effectiveness of messaging, strategy, and tactics. Cornerstone, however knew it could do more. After implementing Eloqua and integrating it tightly with the company’s CRM data, the sales team was able to view important prospect behavioral data through a series of reports and dashboards, which helped to drive opportunities and close business. The introduction of Eloqua to Cornerstone’s prospecting process, in combination with the company’s ROI analysis of marketing programs, created a comprehensive view of sales and marketing and has enabled the sales team to meet its goals.

“We work with thousands of customers across the globe and have seen time and time again that a siloed approach to sales and marketing simply doesn’t work,” said Brian Kardon, CMO, Eloqua. “Companies with tight organizational alignment and agreed upon definitions, strategies and goals are succeeding. These businesses are closing more deals – faster.”

About Eloqua

Eloqua helps clients dramatically accelerate revenue growth through Revenue Performance Management. Eloqua provides powerful business insight to inform marketing and sales decisions today that drive revenue growth tomorrow. The company’s mission is to make its customers the fastest growing companies on Earth. Thousands of sales and marketing professionals rely on the marketing automation power of Eloqua to improve demand generation and lead management while driving more qualified leads. Eloqua’s customers include Adobe, AON, Dow Jones, ADP, Fidelity, Polycom, and National Instruments. The company is headquartered in Vienna, Virginia, with offices in Toronto, London, Singapore and throughout North America. For more information, visit www.eloqua.com, subscribe to the It’s All About Revenue blog, call 866-327-8764, or email [email protected].

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