Inspired Marketing: Cognex’s Kris Gormley on Getting The Right Tools For Your Process

Kris Gormley is the Senior Program Manager of Marketing Automation at Cognex. Today, Scott and Kris talk about getting the data right by seizing opportunities and how to find the right tool that works for you. Kris shares her journey with Eloqua and Salesforce and how these tools are now helping them clean up their data to get the right work done.

Tune in and Get Inspired:

• Build a solid foundation in a new CRM platform
• Discover the breadth of learning that can happen when training and education play a key role in the project
• Focusing on what you can control will allow growth and progress forward
• Determine what improvements need to be made now to avoid recalibration and rework in the future
• Technology isn’t flawless; the work of cleaning data is never done

Key Takeaways:

[1:05] A little bit about Kris and her role at Cognex.
[2:30] What are they trying to solve or to build with integrating Eloqua and Salesforce?
[4:25] Not only would Eloqua more easily integrate with Salesforce, but they are also hoping that their CRM database would be cleaned up. Kris explains further.
[5:40] Where are they now with the integration project?
[7:30] What were the things she learned through the process of shifting their tools?
[11:00] It’s important to educate people in technology with what their processes actually do to market the right tool suitable for their needs.
[12:25] What would Kris do differently from the things she has learned in the last ten months?
[14:30] Kris shares that the devil is in the details and it would’ve been helpful for them to have a marketing executive less in the weeds who supported them at high-level executive meetings.
[15:30] Kris tells how she adapted her thinking and how she saw the connection between both systems.
[17:30] Kris talks more about how she was able to call out a significant opportunity to improve through the change of their core infrastructure. Were there other benefits that they accidentally stumbled across through this process?
[19:00] Kris also shares what’s next after the integration.
[21:20] Their work of cleaning up has been improved but is not yet done.
[23:40] How did they work through the parallel programs while they were integrating?
[26:45] Kris shares what inspires her.

Quick Links

Cognex.com
Kris on LinkedIn
Jim Valvano ESPY Speech

The Inspired Marketing podcast is produced by Relationship One. Our goal is to share real experiences and inspirational stories of marketing leaders that are transforming their organization using the Oracle Marketing Cloud.

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