One thing we have learned (the hard way) is that business evolves. That means both Eloqua and your CRM System (ours is Microsoft Dynamics CRM) must stay aligned. Account and Contact profiles are one quick example. The drop down menus for our registration forms slipped out of alignment with business strategy. That meant two things: we were not capturing the correct Job Role and Department and the data in both systems was out of date. We recently revised these fields and now can do a much better job at segmenting our target lists to the prospects we want to reach. Same thing goes for Industries and Sub-Industries. We are in process of aligning these fields with NAICS categories since it has been over a decade since the American SIC system has been updated by the Federal Government. Data is precious. Treat it like gold. Our database has directly contributed to 180 lead handoffs to AEs for just one business unit in our company. That is a big payoff.