Campaign Operations
Eloqua
A global financial services organisation with around 10,000 employees needed a consistent way to collect, process and report on event feedback. By standardising forms and automating data flows between Eloqua and Salesforce, the team improved reporting accuracy and reduced manual work.
Every event collected valuable feedback, but the process behind it was difficult to scale.
A global financial services organisation needed a more reliable way to manage event feedback across multiple events. The existing process relied on outdated forms and inconsistent workflows, making it difficult to maintain data quality and reporting standards.
The challenge went beyond data collection. Feedback data did not flow smoothly into Salesforce, limiting visibility and reducing confidence in reporting outputs. Teams often depended on manual processes to manage updates and track responses.
As the number of events increased, the existing setup became harder to maintain. The organisation needed a process that could scale without increasing operational effort.
The goal was to create one repeatable process that worked for every event.
The solution focused on standardisation first. Creating a consistent process made automation easier and ensured reporting remained reliable as event activity grew.
The biggest change was consistency. Teams no longer needed to build new processes for each event or manually manage feedback data after collection. Reporting became easier to maintain, whilst Salesforce reflected event responses more accurately and with less delay.
The team stopped managing forms individually. They started running a repeatable process.
Before the project, event feedback relied on inconsistent forms and workflows. Each new event increased the effort required to manage data and maintain reporting quality.
The standardised template introduced a single approach to feedback collection. Teams spent less time building forms and more time using the information generated from them.
Automation improved data movement between Eloqua and Salesforce. Feedback responses, lead creation and tracking became part of one connected process rather than separate manual tasks.
The events team also gained clearer ownership of the process through documentation and best-practice guidance. This reduced dependence on ad hoc support and improved day-to-day management.
Event feedback that once relied on inconsistent forms and manual processing now flows through a standardised and automated process connected directly to Salesforce.
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