Campaign Operations
Eloqua
A finance advisory organisation with around 500 employees needed to improve lead management, data quality and campaign governance in Marketo. The audit identified nearly 17,000 records not syncing to Salesforce and delivered a roadmap to improve reporting, lifecycle management and platform performance.
The platform contained the right processes on paper, but they were no longer working together as one system.
A finance advisory organisation relied on Marketo and Salesforce to manage leads, campaigns and reporting. Over time, lifecycle governance became fragmented. Lead statuses existed, but they were not applied consistently. Scoring was available, but it was not connected to lifecycle decisions. A centralised sync process had been disabled, leaving almost 17,000 records disconnected from Salesforce.
Data quality created another challenge. Important fields contained high levels of missing information, whilst multiple fields tracked similar business data in different ways. This made segmentation less reliable and reduced confidence in reporting outputs.
Campaign operations faced similar issues. Teams used different naming standards, Salesforce campaign synchronisation was inconsistent and a growing number of trigger campaigns affected platform performance. Several webhooks also introduced compliance and security concerns.
The goal was to create a clear path from lead capture to reporting whilst improving platform stability and governance.
The project focused on creating a practical roadmap rather than isolated fixes. Governance, data quality and campaign operations were treated as connected parts of the same system.
The audit gave the organisation something it previously lacked: a shared understanding of where operational risks existed and how to address them. Teams gained a clear prioritisation framework, stronger governance foundations and a structured plan for improving lifecycle management, reporting and data quality. Rather than reacting to issues as they appeared, they could now address them systematically.
The team stopped treating governance, data and campaigns as separate problems.
Before the audit, lifecycle management, reporting and campaign execution operated with different rules and priorities. The platform still functioned, but teams lacked confidence that processes, data and reporting reflected the same reality.
The audit created a roadmap that connected these areas into one operational model. Teams gained clear ownership structures, governance processes and practical actions for improving lifecycle management and lead qualification.
Data quality became easier to manage because duplicate detection, standardisation rules and hygiene programmes were defined as ongoing processes rather than one-off cleanups. Campaign teams also gained a clearer framework for reporting, naming conventions and Salesforce alignment.
The review also protected future performance. Trigger campaign reduction, webhook reviews and platform optimisation recommendations created a clear path towards a healthier Marketo instance.
The organisation gained a prioritised roadmap to reconnect 17,000+ records, improve data quality, strengthen governance and optimise 1,779 active campaigns.
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