An Elegant Sufficiency
How you know you have enough Eloqua instances
How do you know when you have had enough vs too much? Enough coffee? Too much ice cream? Too many Eloqua instances? It’s all up for discussion.
With the Eloqua Enterprise trim, it can be easy to assume that because you can, you should set up multiple Eloqua instances. Standing up a fresh instance of Eloqua for every team that wants to market can be appealing. But it can also be costly when you consider the budgets for multiple integrations, the time commitments to duplicate system programs and the cost of a larger governance team. What is the magical number? It varies, of course, but there are factors you can weigh to help your organization determine the optimum number.
Do you have regions or departments that operate autonomously? Do you have subsidiaries or market to both B2B and B2C customers and prospects? When you review the structure of your organization it may clarify the number of marketing teams that require a separate Eloqua instance. Take it to the next step and review the systems that will integration with Eloqua–starting with your CRM. Do you have multiple CRM systems? And if so, how are these aligned?
Unified System
A single Eloqua instance allows for a shared view of all marketing touchpoints and activities for a single contact. There can be tighter control over branding and messaging, and more efficiencies around governance.
A unified system is often the approach if there is a a single CRM system and a shared lead management process across the entire organization. However, Eloqua does support multiple CRM systems into a single Eloqua instance. So that in itself does not preclude a single global instance of Eloqua. However, as you add CRM systems you take on levels of data management complexity, and ultimately numerous CRM integrations will dictate the need for multiple Eloqua instances.
Some organizations opt for a core Eloqua instance with exceptions granted for very specific use cases for outlying brands or countries that would not standardize into the global instance. A common scenario implemented by many organizations is a core Eloqua instance and two additional instances, an employee instance for internal messaging, and a sandbox instance for testing and training. If you opt for a hybrid approach, the rules around additional instances must be clearly defined. Without these clear specifications and a group with the authority to deny new instances requests, you may find your organization has unknowingly acquired a distributed environment strategy.
Distributed Environment
Multiple Eloqua instances are often needed when your teams work independently. It may be required if you have multiple CRM systems and distinct lead management processes. Other times a distributed environment is the result of specific regulations or requirements for the isolation of system data.
When you move away from a single view of activities for a single contact, it will require different consideration around your marketing processes. For example, if a single contact resides in multiple Eloqua instances, what is the impact on your global unsubscribe requirements? Will a global unsubscribe in one Eloqua instance legally require that a contact is unsubscribed across all your instances?
Before you stand up multiple Eloqua instances be sure you have planned for the potential limitations and costs associated with multiple integrations. For example, what is the solution if your enterprise webinar app only supports one account with a single Eloqua instance? Have you budgeted for apps that will integrate with multiple Eloqua instances but require a licensing fee for each integration point?
Not only may you require a larger budget for multiple instances based on technical requirements, don’t forget about the impact on your administrative and governance teams. It is imperative that your teams are staffed appropriately, and roles and responsibilities are clearly defined.
- Who will configure each CRM or app integration in each instance?
- Who is tasked with duplicating system programs across multiple Eloqua instances starting with privacy laws and opt-in regulations?
- Who is responsible for training and onboarding?
- Who has the responsibility and authority to enforce the standards for your Eloqua instance to ensure users are adhering to privacy laws and industry regulations?
Of course, the importance of defining roles and responsibilities around governance and standards is important regardless of your instance approach. But like anything, the more players on the field, the more you need clear rules and referees who can make critical calls.
Like so much in our lives there is not a right or wrong approach, only a better decision for your organization. So, fuel up with a cup of coffee or a bowl of ice cream and get on the road to finding your optimal of Eloqua instances. Need help figuring out your best solution? Let us help! Reach out today.
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