The award highlights the best, measurable results and ROI (return on investment) from customer relationship initiatives and recognized Sybase for its innovative integration of applications developed by Eloqua and salesforce.com.
“Sybase is one of a select group of companies that have demonstrated not only a strong commitment to improving customer relationships, but also an innovative ability to use market-leading technologies,” said David Myron, editorial director of CRM magazine.
Sybase worked with Eloqua and salesforce.com to develop a comprehensive, global marketing solution to better track and complete critical sales and marketing initiatives. Campaigns are defined in the Salesforce application, which communicates with Eloqua Conversion Suite TM demand generation applications that execute and act on these initiatives. Qualified leads are then sent to Salesforce to begin the selling process. The seamless integration of these two technologies has allowed Sybase to better track lead generation and more precisely measure the impact of sales and marketing programs on generating revenue.
The full-scale integration was rolled out in Sybase’s North America division in just three months in 2005, and the global deployment took only six months in 2006. During the first year, Sybase was able to cut the cost of converting leads by 85 percent, increase its marketing database by 25 percent, and boost attendance at marketing events by 50 percent as a result of utilizing Eloqua’s Conversion Suite application. These results have been critical in aligning marketing and sales goals within the organization more closely.
“We are honored to receive this accolade, which demonstrates the commitment of Sybase, as a leader in enterprise mobility and analytics solutions, to providing best-of-breed solutions to innovate our business,” said Willie Jow, vice president of Business Operations, Corporate Marketing and Communications of Sybase. “This award underscores Sybase’s continued efforts to partner with leading technology providers to better serve our customers and anticipate market needs.” -Sybase
