Case Study
Crafting Excellence: Smeg’s Innovative approach to Customer Service
Learn how Smeg delivers excellent customer service by leveraging Oracle's Generative AI...
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Depending on the complexity of their marketing requirements, some of our clients use Oracle Marketing Cloud (aka Eloqua), some of them use Oracle Sales Cloud (Fusion CRM) and some of them use both to fulfil them. It is important for those who are looking into running their campaigns on Oracle Sales and/or Marketing Cloud to understand the differences between the marketing capabilities of the two systems and when to leverage each. Let’s look into the marketing capabilities of the two systems in more detail.
Oracle Marketing Cloud provides state-of-art campaign design, management and execution capabilities with its well-known Campaign Canvas tool.
Figure 1 - Campaign Canvas in Oracle Marketing Cloud
For example, if you have a series of product launches globally or are running a complex multi-stage campaign, Marketing Campaigns in Oracle Marketing Cloud can surely simplify the process of putting together the campaign flow and run it efficiently.
But, what if your Sales reps want to run a one-off, highly personalised, mini-campaign that is fully managed by them?
Delegating this task to the Marketing Department is an option. However, there are two challenges here:
If your company is using Oracle Sales Cloud along with Oracle Marketing Cloud, you have another option. You might want to consider empowering your own Sales Team to run their personal campaigns by utilising the Sales Campaigns functionality of Oracle Sales Cloud.
Figure 2 - Sales Campaigns Homepage in Oracle Sales Cloud
Your Sales reps can use Sales Campaigns to:
Sales Campaigns can be built in 4 easy steps:
Here is an example of a Sales Campaign being built:
Figure 3 - Building a Sales Campaign in Oracle Sales Cloud
In order to be able to visualise where the two products stand (Oracle Marketing Cloud – Marketing Campaigns & Oracle Sales Cloud – Sales Campaigns) in terms of functionality and where they fit, you may want to have a look at the table below:
Even though Sales Campaigns are easy to build and execute, it is important to keep them aligned with your overall messaging. Therefore, you may wish to consider a (light touch) approval process in order to manage the consistency of the messages being sent out from your Sales Department.
To sum up, Sales Campaigns cannot be seen as a replacement for your Marketing Campaigns but it can be used as a great way to complement your overall Marketing Strategy, relieve the pressure on your Marketing Team and bring the two often - so distant departments closer.
Table 1 - Marketing Campaigns vs. Sales Campaigns
If you would like to know more about the marketing capabilities of Oracle Sales Cloud & Oracle Marketing Cloud, please give us a call or contact us here.
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