SuccessFactors supports rapid organisational growth with Eloqua

The challenge

As a market leader in the red hot category of on-demand talent management software, SuccessFactors was faced with a challenge common among organisations that experience explosive growth — how do you continue to fuel your current pace and get out ahead of it with a relatively small marketing team?

With a rise in the number of competitors vying for market share, and a rapidly growing sales team to support, David Cain, VP of marketing communications, knew he needed to automate the company’s marketing processes to keep pace with organisational growth. An increasing customer roster and mounting demand added strain to an infrastructure that couldn’t support the rapidly growing organisation in some key areas:

Event management: existing processes for driving event attendance and managing registration were cumbersome and time consuming, but the number of events marketing was responsible for was rapidly escalating.

Segmentation: the database they invested in heavily to grow risked being depleted be­cause the team lacked the ability to segment marketing contacts and send targeted campaigns rather than one-size-fits-all messages.