Campaign Operations
Eloqua
A global professional services organisation with approximately 40,000 employees needed to improve lead management, lifecycle processes and reporting quality. The project introduced a new lead scoring model, automated lead routing and updated more than 1,400 records to improve segmentation and reporting accuracy.
The team had plenty of data but not enough confidence in how leads were being managed and prioritised.
A global professional services organisation relied on Marketo and Salesforce to manage demand generation and lead qualification. Over time, gaps appeared across lead scoring, lifecycle management and reporting processes, making it harder for teams to work efficiently.
The existing lead scoring model lacked enough detail to help Sales identify the best opportunities. Important data points such as UTM parameters and activity dates were incomplete or outdated, reducing reporting accuracy and limiting segmentation options.
The underlying challenge was process design. Lead routing, scoring and lifecycle management relied on disconnected workflows and manual effort. This created delays, inconsistencies and unnecessary administration work across teams.
The goal was to simplify lead management whilst giving Sales and Marketing better visibility into lead quality.
The project focused on fixing the processes around the data, not just the data itself. Better lead management depends on consistent workflows as much as accurate information.
The biggest improvement was visibility. Marketing gained cleaner data, whilst Sales gained a clearer view of lead quality and priority. Teams spent less time managing manual processes and more time acting on information they could trust. Reporting also became more reliable because key data points were consistently available.
The team stopped managing lead processes manually. They started managing them systematically.
Before the project, lead management depended on fragmented workflows, incomplete data and scoring logic that did not provide enough detail for effective prioritisation. Teams often spent time resolving process issues instead of focusing on pipeline growth.
The new scoring model introduced a clearer framework for qualification. Sales teams gained a simple way to identify higher-priority leads and focus follow-up efforts where they mattered most.
Improved data quality strengthened reporting and segmentation. With more than 1,400 records updated, the organisation could rely on cleaner activity and attribution data when analysing campaign performance.
Automation reduced the operational burden of lead routing, whilst platform cleanup removed unnecessary complexity from the Marketo environment. Both changes made day-to-day management easier for the Marketing Automation team.
The organisation improved lead prioritisation, automated routing processes, updated more than 1,400 records and simplified the Marketo environment by removing 10 redundant custom objects.
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