Eloqua and Salesforce integration helps Concur increase efficiency and grow business

About Concur

Concur is a leading provider of integrated travel and expense management solutions.

This case study looks at how a combined effort between Concur’s sales and marketing teams to build total alignment in strategy, process and systems – including Eloqua and Salesforce.com integration – increased the organisations’ ability to generate business.

Aligning for Efficiency

Concur suffered from common symptom of misalignment between sales and marketing teams. Investments made in marketing and sales were converting at sub-optimal rates due to inefficient communication and lack of alignment as well as gaps in technology infrastructure.

The symptoms:

-Complaints from the sales department about lead quality

-Frustration from the marketing department about lack of follow-up on leads

-Communications challenges in which everything was labelled a ‘lead’

-Poor visibility into the buying cycle and marketing’s impact on it

-Over-reliance on manual process to track lead/opportunity conversion

Working with Eloqua partner DemandGen International, Concur sought to align strategy, process and systems to ensure sales and marketing were speaking the same language and incentivised to achieve the same goals.