Eloqua Teams With Salesforce.com to Offer Integrated Marketing Solutions

CRM magazine has learned that Toronto-based Eloqua Corporation will be announcing a partnership with Salesforce.com. The two companies plan to offer an integrated digital enterprise sales and marketing system.

Salesforce.com's Roger Goulart, vice president of alliances and business development, says the partnership will create a closed-loop enterprise sales and marketing system that offers both email campaign response and Web activity analysis down to the individual prospect level.

One of the main benefits being offered by this partnership is that the joint solution is not software based. Since the main platforms of both Saleforce.com and Eloqua's products are hosted on the Web rather than individually installed, users of each product suite can access the features of the other without adding new software. "This tight integration allows enterprises to respond more precisely to the needs of their prospects," Goulart says.

"Without leaving the Salesforce.com application corporate users can monitor the specific content that prospects are viewing on a company Web site, assess predictive behaviors in real time, and evaluate an individual's intent to purchase," Goulart says.

Steven Woods, CTO of Eloqua, explains that the reason San Francisco-based Salesforce.com and his company's products work so well together is because both are focused on the high-margin consultative sales market. "Salesforce.com's CRM system offers users a 360-degree view of what their customers are all about," Woods says, "while EloquaNow is all about the sales process, allowing sales professionals to monitor each step of the process."

Though users will have access to the same information through either system, Woods says Salesforce.com's server will retain the master set of data. Woods also says the partnership is focused on enterprise software and high-end real estate markets.

According to both Eloqua and Salesforce.com, several companies beta testing the integrated solution, including USAA Real Estate Company, diCarta, Planalytics, and Closedloop Solutions, have reported greater sales efficiencies, more effective campaigns, and fast return on investments.

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