Campaign Operations
Eloqua
A global telecommunications enterprise with approximately 90,000 employees needed to improve campaign delivery, data collection and template management across Marketing Operations. The project reduced briefing time by 24%, increased data capture completeness by 21% and improved campaign consistency through a modernised Marketo framework.
Campaigns took longer to launch because three separate operational issues were slowing the entire process down.
A global telecommunications enterprise relied on Marketing Operations teams to support campaign delivery across multiple programmes and regions. Over time, campaign execution became harder to scale efficiently because key parts of the process lacked consistency.
The briefing process varied between teams and often required extra clarification before campaign work could begin. At the same time, long onboarding forms created friction for customers and failed to gather enough information for effective segmentation.
The email layer created another challenge. Legacy Marketo templates were inconsistent, difficult to maintain and slower to launch. Teams spent more time adapting templates and reviewing output than focusing on campaign performance. The architecture was creating unnecessary delays at every stage of campaign delivery.
The goal was to remove friction from campaign delivery without changing the underlying marketing ecosystem.
The team focused on simplifying operational workflows first. Faster execution becomes much easier when briefing, data collection and campaign assets follow the same framework.
The biggest change was consistency. Campaign teams worked from the same briefing standards, collected higher-quality customer information and relied on templates that were easier to launch and maintain. Campaign execution became more predictable, whilst marketers spent less time dealing with process-related delays.
The team stopped rebuilding campaigns from scratch. They started working from a system.
Before the project, campaign delivery depended on inconsistent briefs, lengthy onboarding forms and templates that slowed execution. Each issue created delays. Together, they reduced speed and made scaling more difficult.
The new briefing framework gave teams a common structure for campaign planning. Campaign work could begin faster because inputs were more consistent and easier to review.
Progressive profiling improved the quality of customer data without increasing form friction. Marketing teams gained richer information for segmentation and nurturing whilst creating a better experience for customers.
Reusable email templates reduced campaign preparation effort and improved brand consistency across programmes. Teams could focus more on campaign outcomes and less on template management.
Campaign briefing became 24% faster, customer data completeness increased by 21% and campaign execution became more consistent through a standardised Marketo operations framework.
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