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Cross Telecom
Business Challenge
Prior to the merger, Cross leveraged Eloqua’s sales enablement tools such as sales email templates, weekly reports and real-time notifications of website activity to improve conversion throughout the funnel. The company doubled the productivity of its AE team and increased opportunities by 47% from 2010 to 2011. After the merger, widespread adoption and success with the Eloqua tools opened the door for increased use of Eloqua Profiler and Eloqua Discover for Salesforce.
Solution
The Cross sales team used Eloqua templates to send invitations to their customers for events, track RFPs and distribute branded materials to prospects. The team was enabled to be immediately responsive, rather than spend time creating their own emails from scratch.
A weekly report of e-mail activity coupled with real-time website visitor notifications nicely bundled the information for the AEs at the start of each week. That single report made them more productive, because they didn’t have to look through each contact to search for buying behavior. Additionally, they found reassurance in seeing the scope in which their premium customers engage in webinars, customer events and weekly lead-nurturing emails.
Results
Cross Telecom’s Marketing team contributed substantially to the company’s revenue growth and the number of opportunities. Year over year comparison from the first two quarters of 2011 vs. 2010 shows:
- Marketing funnel doubled in size
- Increase of 28% in closed-won opportunities
- Opportunities increased 47%
Cross Telecom
The relationship between Marketing and Sales is very strong and has evolved over the past two and a half years largely because of Eloqua. Members from our sales force who have found success with our marketing tools are the best proof. 
Eric Butterwick
Senior Marketing Consultant
Senior Marketing Consultant
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