Closed-loop reporting with Salesforce
Important: Typically organizations work with Oracle or with Oracle partners to ensure a successful CRM integration. Find out more about Oracle's implementation services.
This documentation provides you with a starting point to show how you can integrate Oracle Eloqua and Salesforce. However, your specific integration will require customizations to support your unique business needs. Our steps are based on a non-customized Oracle Eloqua instance and a non-customized Salesforce instance.
Closed-loop reporting allows you to attribute sales opportunity revenue to marketing campaigns so that you can analyze your overall campaign revenue performance (ROI), and identify the best and worst performing campaigns. In a Salesforce and Oracle Eloqua integration, closed-loop reporting allows you to monitor opportunities and sales against campaign responses. This allows you to attribute opportunities and closed-won revenue back to your campaign activities and costs, and gives you a more complete understanding of campaign performance and ROI.
Learn more by watching the video!
To implement closed-loop reporting with a Salesforce and Oracle Eloqua integration, there are several configuration tasks that you must complete. After implementation, you can use closed-loop reports in Insight to demonstrate real ROI and revenue impact from your marking campaigns. While you can set up closed-loop reporting in parallel with the Salesforce integration, consider implementing after the primary integration is complete. This allows you to ensure that the Salesforce integration works as expected before you introduce additional data synchronization.
Note: You do not have to implement closed-loop reporting functionality. Configuring closed-loop reporting is an optional task.
Consider the benefits of using Oracle Eloqua campaigns for closed-loop reporting:
- Create, execute, and maintain your campaigns in one system versus multiple systems.
- Save on resources, time, training, and expenses.
- Generate report views that include metrics for all of your marketing assets, such as forms, landing pages, and emails.
- Automatically send required campaign information to Salesforce so that your Sales and Customer Service teams can access it.
- Evaluate ROI reports to determine the effectiveness of your marketing campaigns in generating revenue.
Learn more by watching the video!
Campaign costs
Before implementing closed-loop reporting, develop a consistent way to determine campaign costs. Understanding the actual costs for a campaign is a very important step in enabling closed-loop reporting. Without the costs, the ROI reports are unable to calculate a return value against the campaign investment. Establish a method for calculating the cost of each campaign type. Consistently use that costing methodology across all campaign owners in the organization so that your measurements are consistent and you can get a better performance comparison.
The most important aspect when determining your costs is keeping your approach consistent. If you are just getting started with closed-loop reporting, consider simply including all discretionary costs spent on campaign development and execution. This can include sponsorship fees dedicated to demand generation efforts, infrastructure costs from discretionary budgets, and outsourced creative, imagery, or copy writing support.
Take a quarterly thought-leadership webinar as an example. You may include the follow costs:
- Webinar host provider
- Thought leader speaker fee
- Creative budget (imagery, copy writing for campaign assets)
- Online ad space dedicated to promotion
Download the Oracle Eloqua and Salesforce Closed-Loop Reporting Configuration Guide.
Steps to configure closed-loop reporting
Integrating Oracle Eloqua with Salesforce
Oracle University: Eloqua 10: Closed Loop Reporting (Instructor-led)