Campaign Operations
Eloqua
A global software enterprise running marketing across multiple regions and business units needed a more scalable way to deliver campaigns. The new Campaign Operations model reduced campaign creation time by 40%, increased delivery capacity and shortened landing page SLAs from 15 to 5 business days.
Campaign demand kept growing, but delivery processes were struggling to keep pace.
A global software enterprise ran campaigns across multiple regions, business units and marketing channels. Campaign execution involved Salesforce campaigns, email sends, landing pages, webinars, nurtures and data operations. The volume alone created significant operational pressure.
Different business units followed different processes and service levels. Teams often worked in similar ways but used different standards, creating rework, delays and inconsistencies. As campaign volumes increased year after year, maintaining delivery quality became more difficult.
The challenge extended beyond campaign builds. Lead routing, vendor data management, enrichment and quality checks also required ongoing support. The architecture relied on multiple teams and tools working together, making standardisation essential for future growth.
The goal was to create a repeatable campaign delivery model that could scale across regions, teams and technologies.
The focus was not simply to work faster. It was to create an operating model capable of supporting growth without creating additional complexity.
The biggest change was predictability. Teams gained clearer visibility into upcoming work, campaign delivery became easier to manage and marketers spent less time solving operational challenges. The standardised model created room for growth without sacrificing quality or speed.
The team stopped reacting to campaign demand. They started planning for it.
Before the project, campaign delivery depended heavily on reactive execution. Growing demand, multiple business units and different operating models made it difficult to scale efficiently.
The new planning framework gave teams earlier visibility into campaign requirements. This reduced operational bottlenecks and helped campaign teams manage increasing workloads more effectively.
Standardised processes also improved overall efficiency. Landing page delivery times dropped from around 15 business days to 5, whilst delivery teams were able to support more campaign activity without increasing pressure on marketers.
The operational model continued to scale as campaign demand increased. During FY24 alone, the team supported 2,781 Salesforce campaigns for one business unit and 607 for another, whilst maintaining service quality and delivery consistency.
Campaign creation time was reduced by 40%, landing page delivery dropped to 5 business days and the organisation increased campaign capacity through a standardised operations model.
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