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2 Posts authored by: Bobette Turco-Oracle

I often am asked by marketing teams how to best train their sales teams on the use of Eloqua’s sales enablement tools.  It’s no surprise that salespeople sometimes balk at having to learn yet another piece of technology.  Since Eloqua’s tools are pretty easy to use, oftentimes it’s just a matter of finding creative ways in which to drive adoption amongst sales users, some of whom are reluctant to even use a CRM system.


Sales teams are more apt to adopt new technology if you can quickly show them what’s in it for them.  We’ve put together a slide deck (attached to this post) that marketing teams can use to quickly show sales teams how they can use Eloqua to:


  • Quickly understand the interests and online activity (or digital body language) of prospects and customers
  • Know which prospects are hot, or sales-ready, based on their online behavior
  • Help sales answer critical questions before calling a prospect:
    • Who should I call?
    • What are they interested in?
    • What do I say to them?
  • Send timely, relevant emails (already written by marketing for sales) to prospects they are actively targeting


Our e-learning module is a great recorded demo that can also be used as a training tool.  Some of the teams I work with have monthly meetings with sales, and will show this video as a refresher for existing sales users and as a training tool for new sales users.  This e-learning is available through Eloqua University.


Other teams use contests as a way to incent their sales team to start using the tools available to them (think iTunes gift cards or other spiffs).  Some teams pick a few star players in sales to “pilot” the sales tools, then share their success stories with the broader team prior to roll out.  Marketing newsletters to sales are another great way to share success stories that others have had as a result of the insight they’re gaining from the tools.


Just remember that training sales is an ongoing endeavor.  You’ll want to make sure that new reps are trained, and older reps are kept apprised of the latest and greatest functionality.


Once your teams start using the tools, use Eloqua reports to monitor usage.  And get input from sales - surveying them on occasion for feedback on the value of the tools will really help to keep communications between marketing and sales strong.


Of course, nothing says “this will benefit you” to a salesperson like a closed deal.  Make sure to track how deals have progressed and closed as a result of sales being able to act quickly and efficiently based on the insight they receive into a prospect’s digital body language and behavior.


Recommended Resources


Here are a few of my favorite resources around this topic:


E-learning Module for Sales Enablement Tools.  This video, available through Eloqua University, provides a quick and easy how-to for using Eloqua’s sales tools.  This is great to show at training sessions or lunch & learns for your sales team.

Customer Blog. Here’s a blog post from one of our customers, ArcSight, on how they use Eloqua’s sales tools to provide better insight to sales and make them more efficient.

Customer Success Story #1.  Cross Telecom/Arrow uses training and executive buy-in to drive adoption with their sales team.  Note:  you must be a member of the Eloqua Insiders Group to view this document.

Customer Success Story #2.  BMC Software started by enabling their inside sales team, then moved on to their field sales team after they had proven success.

Sales Enablement Power Hour #1.  Eloqua’s own mmadian discusses the reasons why sales enablement is so important, and the benefits you’ll see from using the Eloqua sales tools.

Sales Enablement Power Hour #2Kimberly Peters-Oracle and I interview meisenberg on her extraordinary use of Eloqua's sales tools.

Now we’d love to hear from you!  Please share with us the effective, interesting or creative things you’ve used to get your sales team up and running with Eloqua for Sales!

One of the questions I often get from my customers is "what exactly are data cards?"  In E10, you know them as custom data objects.  My favorite explanation comes from one of our brilliant Eloqua University instructors (thanks, Mindy Thompson), so I wanted to share it:


Data cards are like extended filing cabinet space for your Contact Records. There are three ways to interact with data cards:

  1. Push data into custom object fields from a form submission using form processing steps
  2. Use the Events Module
  3. Push data into custom object fields via an API upload or integrated sync with your CRM


Here are use cases for each of the above:


  1. If you are capturing information on a form that is important, but perhaps doesn’t need to be on the Contact Record, you can use the Update Existing Record or Data Object processing step and create a new Update Rule (with lookup) based on a Custom Object.
  2. If you are capturing information about events – attendance, food preference, registration – I recommend using the Events Module.  The Eloqua University class called Increase Online Event Attendance is a primer on this module and covers data cards. This module not only writes data to data cards, but can also be used to trigger confirmation, reminder, waitlist and follow up emails. This is the most common way that clients use data cards.
  3. If you are capturing information from your CRM on purchase history, for example, you can set up to have that information push into data cards instead of the Contact Record.


I hope this helps clarify for everyone a sometimes confusing topic!

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