Case Studies

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. 1 SITUATION Needed to integrate two instances of Eloqua with a single global Salesforce instance to effectively route leads across global sales organizations. SOLUTION Unique integration provides Covidien's Salesforce users with a 360-degree view of a contact's engagement, including op- portunities, lead sources and digital body language, enabling automated lead rout- ing to the appropriate business units. RESULTS The integration gives sellers access to data points and functionality they never had before. A documented business process for cross-functional collaboration provided the foundation for a Marketing Operations Center of Excellence and a Marketing Demand Center. Additionally, Marketing can now provide tangible evi- dence of its influence over lead conver- sion and resulting revenue. Two worlds, one solution. Covidien Completes Unique Eloqua and Salesforce Integration with DemandGen, Enhancing Sales and Marketing Insight and Alignment. SITUATION Covidien is a leading global healthcare-products company that creates innova- tive medical solutions for better patient outcomes and delivers value through clinical leadership and excellence. The company manufactures, distributes, and services a diverse range of industry-leading medical devices and supplies. With revenue of $9.9 billion, Covidien has 38,000 employees in 70 countries and its products are sold in more than 140 countries. Covidien's medical products range from adhesive bandages and hernia mesh to ventilators and advanced surgical technologies. The complexity of the products is magnified by the one-to-many relationship its leads have with multiple orga- nizations, and the frequency with which lead data spans multiple products and sales organizations. As a result, it was a challenging, manual process to correctly route leads from events and Eloqua forms. In addition to being tedious, this process lacked accountability, visibility and consistency, leading to a knowledge gap between Sales and Marketing. Covidien enlisted help from DemandGen to integrate its two instances of Eloqua—one for Surgical Solutions (SSG) and one for Respiratory and Monitoring Systems (RMS) — with a single global Salesforce instance and effectively route leads across global sales organizations. DemandGen enabled the integration by capturing requirements, consulting on best practices, designing a solution to bet fit Covidien's needs, and assisting with build-out of the new solution. CHALLENGE The two biggest challenges of the integration were reconciling the one-to-many relationships between contacts and accounts in Salesforce, and creating master/ child leads to effectively route leads across a complex sales organization. The Eloqua instances of two separate business units had to be integrated with one Salesforce environment to create master and multiple child leads from a single form submis- sion, which could be routed appropriately across multiple business units and global It's truly a game-changer for us, because marketing is now able to track its influence on revenue." − Vince Rainsford, VP of Marketing Operations, Covidien

• Cover