Issue link: https://resources.demandgen.com/i/852970
2 Learn more about DemandGen's systems integration services www.demandgen.com | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2015 DemandGen International, Inc. All rights reserved. DemandGen and the DemandGen logo are registered trademarks of DemandGen International. All other product and company names may be trademarks of their respective owners. regions. Integrating the RMS and SSG Eloqua instances with Covidien's Salesforce instance would accelerate revenue growth by deploying eMarketing campaigns that create demand for Covidien products and services. After the integration, Covidien would be able to make good use of its investments in Salesforce and Eloqua by developing and implementing campaign and lead-management processes that close the loop and enable Sales and Marketing ROI analysis. "We had to establish service-level agreements between Sales and Marketing to de- fine leads and lead conversion, and devise a way to provide tangible measurement of Marketing's contribution to the Sales pipeline," said Vince Rainsford, Vice President of Global Marketing Operations, Covidien. "If done right, the solution would auto- mate lead lifecycle campaigns, based on lead disposition and other Salesforce data." SOLUTION To accommodate two separate Eloqua instances and maintain Eloqua system "own- ership" between lead records in Salesforce, segmentation by business unit was key to successful inbound (and outbound) integration. Lead Record Types—one for SSG and one for RMS—are now assigned to each lead to filter them and determine which Eloqua instance the lead will synch to. Since many Covidien Global Business Units (GBUs) using Salesforce.com don't yet have a marketing automation platform such as Eloqua, the integration was designed to permit non-Eloqua GBUs to leverage Salesforce in a way that won't affect the integrated systems. For example, the Salesforce environment is separated into record types that align with the different GBUs. With this approach, when pulling data into Eloqua or updating data in Salesforce, only records belonging to a GBU's Eloqua instance would be affected. Anything outside that GBU can be modified by other means. DemandGen assisted Rainsford and his team in conducting training for Marketing and worked to align Marcom, Product Marketing, Marketing Operations and Sales Operations during the planning phase. "The training and rollout produced docu- mentation for a lead-management playbook for other regions and business units to follow," said Rainsford. Implementation took one year from scoping to launch and involved members of Covidien's Center of Excellence team, business unit owners of the individual Eloqua instances, and consultants from our partner, DemandGen. Additional support was provided by Covidien's project management and IT teams. Future implementation phases are currently underway, with the goals of expanding auto-synch capabilities and merging into a single Eloqua instance. RESULTS Integrating Eloqua with Salesforce has provided numerous benefits to Covidien's Sales and Marketing teams. Because all campaigns are built and executed in Eloqua, but the tracking and reporting exist in Salesforce, Covidien can see associations between leads and campaigns.