Case Studies

3 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. "The Campaign tab in Salesforce.com allows us to track campaign behavior, includ- ing who responded to a campaign," said Rainsford. "Salesforce also tracks the cam- paign to which a lead first responded before it becomes an opportunity, enabling us to see the contribution of marketing campaigns against the opportunity and, ultimately, against the pipeline." The integration gives sellers access to data points and functionality to the Salesforce Contact, Lead and Campaign tabs they never had before. Additionally, the docu- mented business process for cross-functional collaboration has led to the foundation of a Marketing Operations Center of Excellence and a Marketing Demand Center. "It's truly a game-changer for us, because marketing is now able to track its influence on revenue," said Rainsford. Initial metrics over the first four months of implementation for both the SSG and RMS instances of Eloqua were as follows: • Total Leads Routed through Integration Program: 1,537 • Sales Leads Converted to Opportunities: 23 • Sales Leads Uncoverted: 1,514 • Total Lead Pipeline Contribution: $1,016,000 Additional benefits include: • Improved Sales and Marketing alignment: Thanks to the collaboration on this project, Covidien Sales and Marketing teams now have an agreed-upon SLA to foster compliance with lead management. • Improved segmentation to enable lead lifecycle campaigns: The new solution provides Salesforce users with a 360-degree view of a contact's engagement, including opportunities, lead sources and digital body language. These data points enable lead lifecycle campaigns and account-based marketing • Improved email opt-in/opt-out insight: Prior to the integration, each Covidien GBU maintained its own opt-in/opt-out language and tracked opt-out independently. While that's still the case, the data is now also captured in Salesforce. In the future, if sales wants to introduce sales-specific campaigns, it can leverage information in Salesforce.com According to Rainsford, additional integrations with Salesforce will enhance data- driven marketing efforts at Covidien moving forward. "Covidien RMS and SSG marketing teams are working together as a de facto Center of Excellence to leverage the technology and best practices," he said. "We are finalizing the merger of our two Eloqua instances into a single global instance and expect to see additional integra- tion programs to further enhance data-driven marketing."

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