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Are we alone on this journey?


As global marketers know, the EU cookie directive has heated up over the past several months with a "cookie sweep" happening in October. The fear of heavy fines has pushed our IT and marketing teams to huddle and build a solution that will make us compliant in the world of tracking cookies. For the most part, the solution we are building is a custom solution that must work with all external platforms that set cookies, specifically Eloqua.


Eloqua is offering strict mode as their answer/solution but we have run into some major issues with strict mode.


1. The documentation around strict mode in Topliners is very often years old.

2. There is not much conversation about strict mode and/or compliance going on in Topliners, leading me to wonder if anyone else is concerned as we are?

3. There is no good way to test strict mode before deploying to a live website and/or the live instance.

4. As of our recent attempt to enable and test strict mode, strict mode was not functioning as developed and designed. Eloqua support is "working on it."


With deadlines and sweeps looming, our team must keep building but we are building around this big Eloqua hole. Overall, I'm wondering if anyone else is using strict mode or developing a solution for compliance or are we alone on this plagued journey to compliance? 

Find out how you can make it “Market Like a Pirate Day” here!

As you read in my first post on this topic, you first need to identify all of the breakpoints in your lead process before you can start tweaking them. Let’s take a look at some of the things you can do at each breakpoint to increase velocity. I have included the image from my previous post for reference.Velocity with Average Sales Time.PNG

First, the one document every organization needs that will have the greatest impact on velocity is a Service Level Agreement (SLA) between marketing and sales. The SLA will contain a lot of things but one of the most important is putting time constraints around each transition. As a start, you could take your average sales cycle from inquiry to close (I like to use 80% of closed won deals to weed out the outliers) and establish your SLA around that time frame. In the diagram above, you see a sales cycle of around 23 days. Knowing this, you can estimate times at each break point while ensuring the total duration never exceeds 23 days.

Once you have a framework of times to work towards, you can look at different tactical options to get you there and improve. Below are a few examples:

  1. These days it’s essential to implement automation in order to greatly reduce velocity. You can use automation to cut down the time to first contact with an auto response. You can also use automation to cut down the time to hand-off to a sales representative as well by routing the lead immediately.
  2. Define an efficient lead process for your qualification team. Make it easy for them to mark leads appropriately and hand them off.
  3. Another component of the SLA would be an established cadence. For example, how many phone calls and emails must be sent in a given time period. This can be tweaked as necessary to see how it affects velocity.

I would love to hear some more ways you tweak velocity at your organization.

In my final post, I will talk about some of the ways you can measure velocity.

VentureBeat News recently reported a study that said “many organizations are underestimating the resources that are required” to effectively implement their marketing automation technologies. Eloqua experts are being promoted quickly and are otherwise in demand, and at the same time, we’re hearing that some companies are having trouble hiring trained Eloqua resources.

Even in a good hiring environment, it can take two to three months to hire someone, and another several months for them to become acclimated to your organization. Does that mean you need to put your marketing operations on hold for six months?


For those companies that seem to be short-handed in trained Eloqua people, we have a suggestion: consider hiring an Eloqua partner to help you through those periods when you find yourself short-handed.  But how do you justify this when you’re planning on hiring anyway?


We’ve come up with 5 good reasons you can use with your manager on why using a partner to fill the gap is a good idea.  Each of these can be a slide, or you can use them simply as talking points to convince management why they should keep the original lead-flow schedule!


Read more about how Eloqua’s partner network can help you keep your marketing operations running at peak condition, while you look for Eloqua talent that’s becoming more and more in demand.

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