2Overview of the Integration

This chapter contains the following:

Overview of the CX Sales and Oracle Eloqua Integration

This guide outlines the required implementation and configuration steps so you can integrate Oracle CX Sales and Oracle Eloqua processes. The integration aligns sales and marketing activities across the buying cycle by connecting the Segmentation, Campaign Management, and Lead Generation processes in Oracle Marketing with Lead, Contact and Account Management processes in CX Sales.

The integration supports three main data sync flows:

  • CX Sales account, contact, and lead data is synchronized to Eloqua where you can use it to perform segmentation, and run targeted marketing campaigns to generate new sales leads.

  • Leads generated from marketing campaigns in Eloqua can be nurtured and synchronized with CX Sales as sales leads.

  • CX Sales opportunity data is synchronized to Eloqua where you can use it to develop models to measure campaign effectiveness. For example, you can attribute opportunity revenue to marketing campaigns to better calculate the ROI from the campaign.

The integration also features advanced use cases such as:

  • You can use preconfigured ROI reports in CX Sales to get information on the relationship between opportunities in CX Sales and contact responses generated in Eloqua (closed loop reporting).

  • You can access digital activities data from Eloqua within the CX Sales UI to better understand a contact's digital channel activities and buying behaviors.

    For example you have the option of displaying an embedded digital profile infolet on the Contact - Overview page to show you information such as the number of times a user has submitted a form or visited a Web site in response to a campaign.

  • You can display campaign and campaign member information in CX Sales so sales teams can know from which campaign a lead is originating.

  • You can display the Eloqua Engage sales tool in CX Sales so that sales representatives can reach out to prospects using purpose built marketing templates.

  • You can add contacts and leads from CX Sales to marketing campaigns in Eloqua. You can do this from the Campaign, Contact, Lead pages or the Workspace in the CX Sales UI.

Note that this configuration guide presents the basic integration tasks and use cases as well as more advanced tasks and use cases designed to show how to integrate CX Sales and Eloqua. You can start with the basic integration, and then configure the advanced use cases when your basic integration is up and running.

And finally, know that each implementation of CX Sales and Eloqua is unique, and each customer has different needs that have required certain configurations along the way to support unique business requirements. So, while the steps in this guide describe how to connect a non-configured CX Sales instance to a non-configured Eloqua instance, they can be combined with configurations that you may have already applied to your instance.

How the Data is Synchronized

The CX Sales and Eloqua integration give marketers and sales teams control over managing prospects and customers at every stage of the customer lifecycle.

Here's a high level look at a typical data flow:

  1. A visitor comes to your company's website and fills out a form.

  2. Eloqua creates a prospect record.

  3. Once Eloqua qualifies the prospect, marketers assign it to a sales user or queue, which creates a new lead in CX Sales and initiates the sales cycle.

  4. Updates to the lead, such as campaign membership, contact conversion, and account and opportunity association, all sync back to the prospect record in Eloqua giving your marketer a complete view of the prospect's status with your organization.

  5. When a deal closes, revenue from the opportunity is attributed back to the very first visitor touch point in order to calculate closed-loop campaign ROI.

Here's how data is synchronized:

From CX Sales to Eloqua: accounts, contacts, lead historical data, and opportunities are synchronized from CX Sales to Eloqua, as shown in the following illustration. When a sales account, contact, lead, opportunity record is synchronized to CX Sales, the corresponding record in Eloqua is tagged with the CRM ID of the original CX Sales record.

The sync process from Eloqua to CX Sales includes contact data updates, and lead generation. Leads are created from new prospects in Eloqua and synchronized to the Lead object in CX Sales, as shown in the following illustration:

Graphic of complete data sync overview

Configuration Roadmap

It's recommended that you get your integration up and running by performing the initial setup tasks shown in the Preliminary Configuration chapter. After you're comfortable with the processes of the integration, then move on to the Advanced Configuration chapter and work though those tasks to enhance your integration.

Here's a brief roadmap of the configuration:

  • Initial sync. The recommended first step toward a successful integration is to pull data (Contacts, Leads, Accounts) from CX Sales into Eloqua. This ensures that your marketing organization targets the same audience base as the sales team. Also, the initial sync ensures that all the overlapping entries (such contacts that may be in both Eloqua and CX Sales) are tagged with shared identifiers. This is helpful for the next steps, where a Lead or Contact is synchronized from Eloqua to CX Sales. Having shared identifiers ensures that duplicate records aren't created in CX Sales.

  • Send Leads to CX Sales. This step represents the marketing team handing over qualified leads to the sales team. The automation you configure in this step ensures that leads groomed by marketing are sent over to CX Sales for further development. You can start with a basic program in Eloqua, and an integration action to create Leads. As you grow comfortable with the processes, you can build in conditions and logic that suit your business use cases.

  • Sync campaigns, and campaign responses. sales teams can be more effective when they have a complete context of their marketing responses and activities of the lead. Campaign and campaign response sync functionality automatically associates Eloqua campaigns with leads at the point where the lead was engaged. This association is related in CX Sales for complete transparency with a sales team. You may also configure the Profiler and Engage sales tools to enhance the collaboration between sales and marketing teams.

  • Closed loop reporting and other advanced tasks. When leads turn into opportunities the revenue associated with them can in turn be associated with the marketing campaigns that influenced the deals. By importing opportunities to Eloqua, closed loop reporting can be built. You can enhance your integration further by aligning it with your unique business requirements. The lead assignment rules in CX Sales can be configured to detect leads synchronized with Eloqua, for added consideration during their assignment. The lead score calculated by Eloqua can be synchronized over to CX Sales, so the sales team has a qualitative understanding of the lead's interest and engagement.

Integration Assumptions and Constraints

Before you start on your CX Sales and Eloqua integration, consider the following assumptions and constraints:

  • Not all fields visible on the CX Sales Contact, Account and Lead objects are available in the integration. Check the fields that are available before finalizing field mapping.

  • Fields that allow multiple selections aren't supported by default in this release of the integration. You can use Oracle Cloud extensibility tools to enable this functionality, though.

  • When CX Sales contact and lead records are merged or deleted, these changes aren't synchronized to Eloqua.