Because of Optum’s fast and furious growth, Alena Larson, Director of Demand Generation, was faced with major pipeline issues. Inconsistent management processes and a surplus of technologies led to a poor lead routing strategy and a loss of potential revenue. Optum was in desperate need of a marketing technology stack makeover!
Once Alena’s team adopted Oracle Eloqua and partnered with Relationship One to understand and fully utilize their new platform, things began to change. Marketing efforts were tracked, data was used to route leads properly, and time and money were saved! That’s a story worth reading.