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INTRODUCTION

 

In our brand, historically, tasks were generated in Eloqua (and then integrated into our CRM system) by using two different programs depending on the type of tasks to be created. Both programs were made of overcomplicated and non-optimised workflows in which the end product (in this case the task generated) no longer satisfied our Business requirements. The Sales team gave us the following feedback: they were overwhelmed by the very high volume of generic, unallocated, unprioritized and sometimes reoccurring tasks being created in our CRM system. Unflagged, important tasks were unnoticed among the total volume of tasks created leading to them not being actioned or passed on to the right person which ultimately had a clear effect on decreasing Business revenue.

 

MARKETING CHALLENGE

 

Due to the adverse effect on revenue, both the Marketing and Sales departments considered acting on this feedback a matter of priority and it was clear that our challenge was to streamline and optimise the existing task generation process so tasks:

 

-were generated from a single, simplified and optimized Eloqua program in all cases.

-were created on the basis of task priority (as being determined by the Marketing Department) so only relevant tasks were generated. This was expected to have a positive effect on reducing task clutter.

-were created hierarchically according to their relevance to the Brand’s business objectives and allocated in a way consistent with Brand's existing lead allocation process.

-were correctly integrated into our CRM system and displayed clearly in a decreasing order of priority (from "1" to  "5") to make it clear the order in which they should be actioned by the Sales Department.

 

THE PROJECT

 

We piloted this project, by creating clearly labelled and prioritized tasks to flag any leads in Eloqua that would correspond to:

 

- Key Decision Makers (i.e. any leads with a "Job Level" of " Senior Manager" and above") AND

- Displayed a lower level of engagement with our brand  (defined as leads with a value of "A3" in the "LS: Combined Rating" field in Eloqua of "A3".

 

This group of contacts was identified by both Sales an Marketing as a highly desirable group of prospects that were most likely to convert and, therefore, were allocated to specific members of the Sales team with a priority of "1" and a clearly visible description. The word “pilot” should appear in the “comments” section of the task when referring to this group.

 

Step 1  

 

Our first step was to create a new Eloqua field called “HR Priority (text)” that we would have to mapped to the “HR Priority” field that already existed in our CRM system.

The values displayed would be identical in both fields and the mapping of those fields would ensure that  the priority associated to the tasks created was clearly displayed in our CRM system.

 

Step 2

 

Our next step was to amend all the relevant external calls in Eloqua that were going to be required to create and integrate the "A3 KDM" tasks and to ensure that all the relevant fields in Eloqua including “HR Priority (text)”were adequately mapped to the relevant fields in our CRM system.

The way in which the mapping of external calls is updated in Eloqua is: Integration>Outbound>External Calls>(select specific call) Options>View field mapping.

 

Step 3

 

After making the relevant changes above, we visualised the way the information in the tasks created in Eloqua would display in our CRM system by testing all the relevant the external calls involved in the integration process.

This allowed us to confirm that the tasks would correctly display the relevant information in our CRM system (as per the requirements defined in the briefing phase of the project) and that the tasks were allocated to the designated Sales Agent.

 

 

To carry out the testing, we introduced a prospect's email address and clicked the “execute test” button

 

Step 4

 

Once we were satisfied that all the information displayed in the task would be correctly integrated with our CRM System, we ran a comprehensive, live test including all the possible scenarios to ensure that the tasks display adequately in Salesforce and the allocation is also correct.

 

Below is the result of our test as displayed in our CRM system:

Step 5

 

Once we had checked that our first type of "pilot" tasks had been successfully created in Eloqua and integrated with our CRM system, we set out to replicate the same process to recreate the rest of the prioritized tasks selected in the Marketing briefing. 

 

Step 6

 

The next step in our project was to consolidate the two current task programs used in Eloqua and transform them into a single, optimised, streamlined and fully revised task program that would satisfy the requirements established by the Business, namely, that only high priority tasks would be hierarchically created.

 

It was decided by the Marketing Operations team that, to achieve this in an optimal way, all the tasks would be hierarchically grouped by "Priority" within the Eloqua task program rather than by "Type" as it had always been the case.

Tasks with the same priority would be captured by specific filters within the corresponding decision points in the program and those filters would look at the information displayed in the “Task Indicator” field in Eloqua which was unique each of the possible actions that could be taken by the prospects (i.e. taking a trial). 

 

We sought to further optimize the task creation process by leveraging this unique value displayed in the “Task Indicator” field in Eloqua and used it in the "Subject" field of the task, therefore singling out the specific action taken by the prospects that had resulted in a particular task being created.

 

RESULT

 

As a result of the implementation of this new program, Sales reported:

 

- a 87% decrease in the volume of duplicated task created

- a 95% decrease in non-descriptive tasks generated

- a 68% increase in number of highly relevant tasks being worked in time due to the priorization of the tasks

- to date, 2 extra deals closed (worth approx. under £400k) as a direct result of the Sales Reps working high value tasks

 

CONCLUSION  

 

The strategic planning of the new task creation program took a big chunk of our time during this project as did ensuring that the new program fully satisfied the requirements specified by Marketing. It was important to come across a solution that was simple yet effective, comprehensive enough to cover all required scenarios in terms of requirements of task creation and robust enough to be escalated if necessary.

 

 

As with all processes, we rigorously tested all possible task scenarios involved using newly created testing contacts and integrated them as we would normal leads. In order to complete the testing, we worked with our allocation/integration program to ensure that the testing contacts would successfully appear in our CRM system and that both the tasks and the leads were allocated correctly as per specifications. We drew a lot of expertise from Topliners when dealing with integration queries and issues and also when creating dynamic external calls. The B2B Eloqua course on Integration offered valuable information and know-how.

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