Concur implemented changes to better align their sales and marketing teams, including integrating Eloqua marketing automation and Salesforce CRM. This resulted in a more unified strategy, agreed-upon processes, and automated systems. As a result, Concur saw a 20% year-over-year growth in revenue, marketing assumed full responsibility for the sales pipeline, and they established a predictive model and united team focused on growth.

1. Concur Case Study December 2011
Sales Enablement Benefits to Concur
20% year over year growth in the year changes were
implemented
Marketing assumed 100% pipeline responsibility
Predictive model, primed for growth
“The results of this alignment have had a
profound cultural impact on us as well
as an impact on revenue. We finally have
a predictive model and a united team to
drive the business every day.”
Greg Forrest
Manager of Marketing Operations
Concur
Eloqua and Salesforce
Integration Helps Concur
Increase Efficiency, Grow
Business
About Concur
Concur is a leading provider of integrated travel and
expense management solutions. A combined effort
between Concur’s sales and marketing teams to build total
alignment in strategy, process and systems – including
Eloqua and Salesforce.com integration -- increased
Concur’s ability to generate business.
“The results of this alignment have had a profound cultural
impact on us as well as an impact on revenue,” said Greg
Forrest, manager of marketing operations at Concur. “We
now have a predictive model and a united team to drive the
business every day.”
Aligning for Efficiency
Concur suffered from classic (and common) symptoms of
misalignment between sales and marketing teams:
Investments made in marketing (and sales) were converting
at sub-optimal rates due to inefficient communication and
lack of alignment as well as gaps in technology
infrastructure.
The symptoms:
Complaints from Sales about lead quality
Frustration from Marketing about lack of follow-up
on leads
Communications challenges in which everything
was labeled a “lead”
Poor visibility into the buying cycle and Marketing’s
impact on it
Over-reliance on manual process to track lead-to-
opportunity conversion

2. Concur Case Study December 2011
“All it takes is hearing one too many times “Where are the
good leads?” from Sales, and “You don’t follow up on
everything” from Marketing, to know there’s an opportunity
for better alignment,” Forrest said.
Working with Eloqua partner DemandGen International,
Concur sought to align strategy, process and systems to
ensure Sales and Marketing were speaking the same
language and incented to achieve the same goals.
Marketing and Sales paced through an exercise that
included:
Defining and agreeing on stages, definitions and
process through facilitated workshops with Sales,
Marketing and Operations
Agreed on Demand Funnel definitions based on
Sirius Decisions recommendations
Automating the Demand Funnel based on
individual KPI triggers and lead scoring,
automatically transitioning lead status through the
stages and the communications they receive
Extensive training to “even the playing field”
Results
As a result of the work, through integration of Eloqua and
Concur’s CRM system, Salesforce.com, leads are scored
according to agreed-upon definitions and the behavior of
those individuals is presented in a prioritized and real-time
manner to the appropriate sales person for focused follow-
up. Concur’s vision was to define a strategy and build an
engine to make demand generation and prospect
progression highly automated and effective.
By completely aligning the sales and marketing teams,
Concur ensures that the people, process and systems are
now working together for total Revenue Performance
Management. The results of this alignment:
A profound cultural impact
An impact on revenue: 20% year over year growth
during the year in which these changes were
implemented
Marketing has assumed 100% responsibility for
pipeline
A predictive model and a united team
About Eloqua
Eloqua provides solutions to help its customers accelerate
revenue growth through Revenue Performance
Management. Eloqua provides powerful business insight to
inform marketing and sales decisions today that drive
revenue growth tomorrow. The company’s mission is to
make its customers the fastest growing companies on
Earth. More than 1,000 clients rely on the marketing
automation power of Eloqua to improve demand
generation and lead management while driving more
qualified leads. Eloqua’s customers include Adobe, AON,
Dow Jones, ADP, Fidelity, Polycom, and National
Instruments. The company is headquartered in Vienna,
Virginia, with offices in Cambridge, Massachusetts; San
Francisco; Austin, Texas; Toronto; London; Brussels;
Frankfurt and Singapore. Visit www.eloqua.com, subscribe
to It’s All About Revenue or email demand@eloqua.com
Salesforce.com activity report: All contact activity (form submits, email click through, email open, and Website visits)
rolled up to the Account for appropriate Sales person. Easy access, more buy-in from Sales and less time wasted.