Executive Summary
The client faced several challenges such as unstructured data, poor visibility into the purchase lifecycle, and lack of consolidated reports, as they didn’t have an integrated CRM solution. These challenges hindered the client from generating relevant leads for its sales team. Using a two-way integration approach, Mindtree brought together Oracle Eloqua and Salesforce, creating a defined and consolidated database. This led to incremental benefits for the client, as they could gain a full view of all systems and reporting dashboards for superior lead generation and decision making.
About the client
The client is an information services company based out of Netherlands, serving legal, business, tax, accounting, finance, audit, risk, compliance, and healthcare markets globally.
The Challenge
The client was looking for ways to streamline its CRM system and derive more ROI out of its marketing campaigns. The lack of coordination between sales and marketing functions coupled with unstructured data sets was leading to poor visibility and ineffective decision making for the business. In order to improve their marketing-led activities and generate leads for their sales team, the client wanted to gain clear visibility into the information in the database, and have the ability to analyze and generate reports for a consolidated view.
Mindtree Solution
After a careful evaluation of the challenges confronting the client’s business, Mindtree proposed the integration of Oracle Eloqua with Salesforce. Next, our team created a central database, using Oracle 11, to store data from Eloqua and Salesforce and enabled a mechanism to configure incremental data load on a daily basis. Once the database was fully operational, it was integrated with Tableau, which in turn helped the client gain access to consolidated reporting dashboards from all systems.
Business Benefits
Mindtree’s proactive approach to providing a complete and integrated CRM solution helped the client gain a 360-degree view of the entire purchase lifecycle. Our integration services further enabled stakeholders to evaluate and send relevant leads to sales, improving conversions. Furthermore, the closed loop lead lifecycle enhanced ROI on marketing campaigns. Our consolidated Tableau reports spanning all systems provided an overall performance view to the stakeholders, enabling them to improve strategy, planning as well as the overall process.
