CRM integration

Customer relationship management (CRM) systems and Oracle Eloqua are databases hosted on different servers. Integration enables the passing of information between these databases.

Oracle Eloqua uses External Calls to integrate with CRM systems. An External Call is a set of API instructions from Oracle Eloqua that accesses the CRM and passes data to it. Every External Call has its own user credentials to access the CRM system.

Writing information to the CRM from Oracle Eloqua is called an Outbound Call. Outbound External Calls usually contain the word "Update" or "Create" in their names. You will find them in the Send Data folder of the External Calls section within Oracle Eloqua's integration interface. To view the list of external calls, click Settings > Integration > Outbound > External Calls.

Outbound External Calls can be triggered by Internal Events or Integration Rules. To view the full list of triggers, click Settings > Integration > Outbound > Internal Events. In general, when a contact in Oracle Eloqua is updated by a form submission or by a user, the contact needs to go to a program in Program Builder (best practice would be the CRM Update program) and follow through a step that has an internal event to fire off the external call.

Understanding CRM integrations

It is important that you (or someone in your organization) know and understand what data is being passed back and forth in your integration. This gives you the power to make necessary changes as business requirements change, or perhaps to enhance your existing integration.

Note: Proper documentation of the setup can save time when you want to make changes. Create a spreadsheet which shows which fields you want to bring in to Oracle Eloqua (and what Oracle Eloqua fields they map to) and which fields you want to send to CRM (and what fields they map to). Revisit the spreadsheet every few months, or when making changes in either system, to ensure there is accurate documentation of your integration.

CRM integration tips

It is important to consider which fields should be updated between Oracle Eloqua and your CRM. Certain fields should be automatically synched to keep them up to date, while others may only need to be pulled once. For example:

  • A Lead Source - Most Recent field should be consistently updated on both ends so that you always have the most up-to-date data in both CRM and Oracle Eloqua. Similarly, most contact fields (name, email address, phone number, address, and so on) should typically always be updated on both ends.
  • If a field such as Original Lead Source was first documented in CRM, you should pull that data into Oracle Eloqua and set a rule to update the CRM only if that field was blank. Similarly, if Original Lead Source was documented in Oracle Eloqua, you should set a rule on your auto synch to update this filed only if blank.

For more detailed information and instructions on creating and editing contact fields, see contact fields.

How does data get into Eloqua from CRM?

Using auto synch, you can schedule regular and automatic synchronizations from your CRM to Eloqua, on a record type basis. Most CRM integrations include calls to Get Contacts, Get Accounts, Get Leads, Get Deleted and Converted Leads, Get Deleted Contacts and Deleted Accounts. The goal is to mirror the data from your CRM into Eloqua so that when you are working with contacts or leads in either Eloqua or your CRM, you have all of the most up-to-date data.

To view and make changes to your Auto Synchs, click Settings > Integration > Inbound > Management > Auto Synchs. For more details, see CRM integration: auto-synchs.

An image of the Auto Synch Execution Statistics window.

Note: Salesforce.com users can choose to have their data routed through a CipherCloud gateway. Contact My Oracle Support and create a service request to have this feature activated.

How does data get from Eloqua to CRM?

When manually uploading contacts into Eloqua or when a contact submits a form, the data may change within Eloqua. To ensure your CRM reflects those changes, External Calls, which send data to CRM, control which data you are passing and for what entity type (such as lead or contact).

You can view and change your External Calls by clicking Settings > Integration > Outbound > External Calls. The calls that are sending data are found in the Send Data folder.

An image of Send Data folder in the left panel under the External Calls tab.

Internal Events, in the Outbound tab, are the triggers that set off the External Calls. These triggers can be caused by a variety of events, but they are typically placed within Program Builder when a contact's record is updated in one form or another (form submit, email click-through, list upload, and so on). For more detailed instructions on manipulating your External Calls and Internal Events, read: CRM Integration: External Calls.

Note: Salesforce.com users can choose to have their data routed through a CipherCloud gateway. Contact My Oracle Support and create a service request to have this feature activated.

CRM capability matrix

The following table highlights the core, supported capabilities of each CRM platform Eloqua natively integrates with:

CRM Inbound Outbound
Leads Contacts Accounts Opportunities Custom Objects Leads Contacts Custom Objects Closed Loop Reporting
Sales Cloud
CRMOD
Microsoft Dynamics
Salesforce

Supported CRM platforms

Integrations with the following CRM platform versions are currently supported by Oracle Eloqua:

  • Sales Cloud: versions R11, R12, and R13 supported
  • CRMOD: all available versions supported
  • Microsoft Dynamics:
    • Online versions 2011, 2013, 2015, 2016, 2016 Update 1, and 365 (versions 8.2, 9.0, 9.1).
    • On Premise versions 2011, 2013, 2015, 2015 Service Pack 1, 2016, 2016 Service Pack 1, and 365 (versions 8.2, 9.0)
  • Salesforce: all available versions supported
    • Note: Oracle Eloqua uses version 42 of the SFDC SOAP API.

Join your community!

Within Topliners are numerous groups of users who are using various CRM platforms. Find the appropriate group below and get involved, ask questions, see what other users are doing and how they're using both platforms together.

Eloqua Users with Salesforce Integration

Eloqua Users with Netsuite Integration

Eloqua Users with Oracle Integration

Eloqua Users with MS CRM Integration

Review our best practices around Standardized Data Sets & Values

Related

CRM integration: auto-synchs

CRM integration: external calls

CRM integration: status and reporting

Oracle Sales Cloud Integration app

Salesforce.com Integration app

Oracle CRM On Demand (CRMOD) documentation

Knowledge Base: Introduction to Data Priority in Eloqua

Knowledge Base: Migrating an Existing Eloqua-SFDC Integration from One Salesforce.com Instance to Another

Knowledge Base: Is It Possible to Limit the Access for the SFDC Account Used by Eloqua for Integration?

Knowledge Base: How to Remove CRM Fields That Are No Longer Uses from an Auto Synch

Knowledge Base: Resolving CRM Integration Errors

Knowledge Base FAQ: Answering Common CRM Integration Questions and Troubleshooting Common Issues