Sybase Marketing Achieves Global Performance Measurement

Business Challenge
Marketers at Sybase wanted to develop a coordinated and measurable global sales and marketing process to get unprecedented visibility into marketing performance.

Solution
When Sybase needed to improve its ability to measure marketing’s contribution to the sales pipeline and revenue, it turned to Eloqua's integrated demand generation applications. What began as an isolated project quickly spread, with the corporate marketing group serving as the champion for a global roll-out. Today, 65 users from diverse marketing groups in 22 countries work from a single system to execute and track a variety of marketing initiatives--from trade show campaigns to Web seminars--promoting consistency in Sybase’s lead generation practices on a global scale. Marketing activities related to marketing initiatives are automated, executed, and tracked from the same system, and standard templates and business processes guide marketing managers to execute campaign steps in a similar manner. Establishing marketing processes with the product on an enterprise level also ensures that individuals in marketing and sales are using a common definition of a sales lead, alleviating a key source of disagreement that can arise throughout an extended sales process.

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