Avention Expands Partnership With Oracle To Align Sales, Marketing

Data platform Avention announced an extended partnership with Oracle Tuesday, launching an application that connects Oracle Eloqua to its OneSource platform.

Avention, formerly OneSource Information Services, delivers real-time B2B account data and predictive indicators to its users. Avention powers OneSource, a suite of marketing data and analytics applications.  

The new connector imports lists from Avention’s OneSource platform into Oracle Eloqua, Oracle’s marketing automation platform. By aligning sales and marketing around the same list of account and contact data, Avention claims that marketers can feed better leads to sales.  

Additional product features include Web form enrichment to populate Web form submissions with current data from Avention’s Global Content Live Database, speeding the process and improving user experience.

“Our customers are finding that marketing and sales teams need to align their data more than ever to achieve account-based marketing success,” states Steve Pogorzelski, CEO of Avention.

Less than 10% of sales and marketing professionals believe their departments are completely aligned, according to a recent study of 227 marketing and sales professionals by CallidusCloud.

This is likely due to the lack of data sharing between marketing and sales teams. Less than a third of respondents asserted that data was fully integrated between sales and marketing, while more than 53% of respondents stated that “some reports” are shared between sales and marketing. Seventeen percent of sales and marketing professionals admitted that data was still siloed between teams, according to CallidusCloud’s study.

Giles House, chief marketing officer at CallidusCloud, says company leaders need to provide incentives, such as gamification, to drive alignment between sales and marketing. 

"They need to be enabling sales with the right content and giving them tools to prospect and nurture while gathering proper feedback from teams on what they are using and how it’s working,” says House. “Using connected platforms that include all of these assets and enable data sharing and process automation will allow teams to work together more efficiently and close deals faster, ultimately improving trust between the groups and facilitate collaboration.” 

 

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