Overview

Salesforce is a robust Sales platform and when implemented the right way, it gives lot of power to Sales and marketing teams. The ITES client used Salesforce for empowering their Sales & marketing teams to drive go to market strategies.The Sales team relied on the marketing automations that help generate lead interactions. The marketing team targets global leads and builds a pipeline.Client reached out to help steamline the operations of the Marketing team to improve KPI.

Anvisol’s Approach

Our team performed a detailed analysis of the existing tools the company is using and identified that the Salesforce was employed as a Contact/ Lead Database and Eloqua was used for Marketing automation.

Anvisol identified following problem statements

• Marketing team operated on multiple tools to perform their task
• Salesforce was used as people database
• Eloqua was used for driving marketing campaigns
• Data duplication across both the platforms
• Analytics and Sales was driven based on proprietary platform
• The data duplication resulted in data inconsistency and ambiguity in source of truth
• Teams has to login across different platforms for day to day operations
• Manula migration between the platforms using excel resulting in delays, manual errors.

Anvisol conducted workshop involving the stakeholders of both the platforms and recommended the solution to use Salesforce as central database and analytics platform while Eloqua continued to be used for driving marketing campaigns

Implementation

Anvisol team ramped up in a short span on overall understanding of business operations and started the implementation which involved data cleaning, data model optimization , integration to Eloqua, building automations and features like mass mailing, enhanced reporting, filderable dashboards , custom analytic views.
While the automations were run from eloqua, the team relied on Salesforce UI to driving the various aspects of setting up the campaign, building target leads, initiation the campaign and running the analytics inside Salesforce

Outcome

The implementation resulted in improved operation efficiency of marketing teams.Database of over 0.5mn records was optimised and de-duplicated and tagged with appropriate flags for usage in the marketing campaigns.
The company was able to reduce manual errors, data movement for analytics and improved efficiency of campaign and its outcome analytics to help drive growth. The result was the company was able to save 50% of man hours and able to schedule targeting campaigns with right audience across regions