Culture Eats Strategy For Breakfast

by Eloqua on April 1, 2013 in Marketing Efficiency

It’s been approximately two months since Eloqua officially became a part of Oracle. I have been reflecting on the 100+ customers with whom I have spoken since the announcement and I wanted to share with all of you some of the questions I’ve heard.

The conversations usually started with the question, “Why did Oracle buy Eloqua?”  Then, if the customer was also a user of SFDC, the next question was usually “Will my SFDC integration to Eloqua still work?”  The first question was addressed on the date of the announcement in a letter from Thomas Kurian Executive Vice President, Oracle Development and in a webcast with Mark Hurd, Thomas Kurian and Joe Payne, CEO of Eloqua February 21st Webcast.  We took up the second question in blog post by Joe Payne and Steve Woods, Eloqua CTO Why Modern Marketing Needs Open Systems.  The third question usually was, “OK Alex, this one is a bit squishier – will Eloqua change?  We hope not because we like doing business with Eloqua.”  And in some ways, this questions was the most gratifying.

Will we change now that we are part of Oracle?  Inside Eloqua we have a saying, “Culture eats strategy for breakfast on a cold plate…every time”. I think culture is an external manifestation of what you value the most.  Almost one year ago on the heels of Eloqua Experience Europe, I wrote a 1,600 word letter to the company titled, “Why Eloqua?”  A blog post can’t be that long so I only included a portion below:

“Very few people or companies can clearly articulate why they do what they do´- Simon Sinek.   The Eloqua ‘why’ is to change the world of sales and marketing.  But more deeply it is to be the catalyst for individuals and marketing organizations to feel motivated about what they do.  When the people, the knowledge and the technology of Eloqua are applied well, marketers get results.  They grow and they are proud.  You have to look no further then the face of a Markie winner than to know this is why we do what we do.

If you truly believe in something you will live it. Competitors, technology, and the next buzzword will come and go. But if we live the ‘why’ of Eloqua we will make our customers successful, have a great ride together and most of all we will be proud of our work.

Why Eloqua, and now why Oracle l Eloqua? We really do care about our customers being proud of their work.  As we become a part of Oracle and continue to grow as an organization, we won’t lose sight of our values “Get it Done; Do it Right”.

Plus ça change, plus c’est la même chose.If our values remain the same then best parts of Eloqua will not change.

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