Global Marketing Automation Transformation
Tier-1 Global Telecommunications & Digital Services | FY24 – FY25
Executive Summary
This project involved the architectural overhaul of a legacy, shared Marketing Automation Platform (MAP) environment (Oracle Eloqua) primarily serving the organisation's largest business units: United Kingdom, Ireland, and the International business segment.
The objective was to transition from a cluttered, monolithic system to a dedicated Multi-Org architecture designed to support a 9% revenue growth target in the Small to Medium Enterprise (SME) and Multi-National Corporation (MNC) segments. The transformation focused on enabling high-velocity growth through technical standardisation and local operational autonomy, while clarifying the boundaries between high-end B2B automation and the high-volume decisioning tools used for consumer and micro-segments.
Problem Statement (Diagnostic)
- Monolithic Inefficiency: A single shared instance served the primary B2B markets, leading to partitioned data silos and complex routing logic that delayed lead distribution to sales teams.
- Stack Fragmentation: While the largest markets shared an Eloqua instance, other regions operated in technical isolation. The Small Office/Home Office (SoHO) and Business-to-Consumer (B2C) segments utilised a separate decisioning engine (Pega) with basic activation layers, creating a disconnected customer experience.
- Integration Complexity: Point-to-point integrations were becoming unmanageable, necessitating an API-first "Digital Experience Layer" (DXL) to bridge the gap between global marketing tools and local CRM environments.
Solution Framework
Process Layer
Defined standardised B2B funnels and clear lead handling boundaries between high-value B2B and SoHO segments.
Application Layer
Architected Multi-Org deployment to allow local autonomy and bespoke CRM mapping for UK/Ireland.
Data Layer
Reduced technical debt by standardising schema to core B2B attributes and integrating localized preference centers.
Integration Layer
Phased strategy moving from native CRM integrations to custom DXL connectors for legacy Siebel/Amdocs environments.
Results & Business Impact
Near Real-Time
Lead Processing Improvement
Enabled operational independence for primary business units and provided the technical foundation to scale product penetration, supporting a multi-billion pound incremental revenue ambition.