Case Study 
Revenue Marketing Transformation 

Collagis supported a prominent Australian brand to transition from a Traditional Marketing approach to a Revenue Marketing strategy for Small Business and Enterprise customers, which was underpinned by the introduction of the Oracle Eloqua Marketing Cloud Platform solution. 

BRIEF 

The client was embarking on a 2-3 year transformation journey to transition from an event based sales approach to a marketing supported content and 1:1 lead nurture approach that was scalable, repeatable and predictable.

From Collagis, the client was seeking professional services support to successfully drive adoption of the new Eloqua marketing platform and Revenue Marketing practices, to map and embed future state processes and to execute their data strategy. ​

CHALLENGES

• Outsourced email build and delivery, with low level of internal skills for email production, testing and delivery. 
• Transformation of marketing skills from event and content based marketing based to 1:1 digital and data driven lead capture, nurture and scoring. 
• Limited internal experience with Marketing Automation toolsets.
• Need for alignment of effort across Sales and Marketing.
• Complex legacy data sets requiring details actions plans and stakeholder management to effectively unblock and resolve issues.

SOLUTION

Collagis embedded a team of qualified professional support services including a Senior Marketing SME, Senior Change Manager, Senior Process Manager and Senior Data Business Analyst with deep expertise in these relevant disciplines to support the program. 

Working with the client team and project implementation team from Oracle, the Collagis team worked collaboratively to define the future state and help support state and help support the client's journey to Revenue Marketing. 

RESULTS
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• Extensive Change Program delivered driving strong adoption of Eloqua platform and Revenue Marketing Practises across multiple teams and business units. Change program included embedding vision and case for change, activation of Change Sponsors and Super Users, definition and execution of a learning framework, and ongoing communications and engagement. 

 

• Revenue Marketing Future State processes were mapped end to end from Strategy and Planning through to Campaign execution. Roles and responsibilities, inputs and outputs were identified as well as new role descriptions defined to support future state. Migration of existing processes to agile and automated practices was enabled for some highly manual processes such as data briefing. 

 

• A hybrid operating model was initially introduced, and later transitioned to a self-service model as the readiness for change was achieved. A mixture of re-training internal talent, recruiting external talent and supplementing the team with Marketing Automation experienced resource was utilised to enable the most effective operating model at different stages of the project. 

 

• A myriad of data improvements was achieved including data capture improvements in the CRM system and effective mapping of data attributes to lead score model. Further work was enabled to support the establishment of a Preference Centre and activities to improve and increase the marketable base.