© 2012 Eloqua Limited. All rights reserved.

Data Sheet

SmartStart™ Complete

The Eloqua SmartStart Complete methodology helps guide you through the implementation phases, from project initiation to rolling out your integrated marketing automation solution, and includes marketing best practices.

SmartStart Complete Scope: Eloqua System Provisioning & Project Preparation

o Template & Best Practice Guides –Eloqua configuration templates and guidelines for project deployment

o Project Planning and Timeline Alignment – Working session in which the overall project timeline and solution implementation approach, project roles, and responsibilities are reviewed

2-Day Marketing Automation Best Practices Workshop – The Best Practice workshop will help your team to better understand how to optimize your marketing automation processes and usage of the application. Your workshop will be customized based on a joint review of your Revenue Lifecycle Assessment and Benchmarks and interviews conducted prior to the on-site workshop. Together we will determine the agenda for the workshop as well as deliverables from the session. Typically, the session focuses on a combination of Sales & Marketing Alignment via Lead Management, Contact Management, Campaign Management, and Effectiveness Measurement. However, we can focus on one specific area as needed.

3-Day on-site Eloqua Foundations – Working sessions designed to understand your business processes and to define how the Eloqua platform will enhance your business processes.

o Customer Lifecycle Review – Provides an overview of customer lifecycle stages and a working session to jointly map the customer lifecycle to your Eloqua solution

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o Account & Contact Mapping – Detailed mapping of your account and contact files into the Eloqua Platform

o Email and Forms Standards Review – Defines standards for landing page forms and email templates

o Subscription Management Review – Defines requirements for an out-of-the-box subscription management solution for CAN SPAM compliance

o Default Settings Review – Review standard system settings and gather required modifications

Implementation – This section covers the components of the solution that will be deployed in this engagement.

o Email Marketing & Forms - Create an email campaign on an Eloqua best practice template that can be sent to your new Eloqua contact lists. The email setup tasks also include configuring your default global settings such as the “from” address and suppressing your competitors from receiving your emails.

User Creation (up to 5)

Header/Footer (1) and Default Settings Configuration

Development of one Global Email Template, one Email Notification and up to two Forms set-up

o Website Tracking - Implement website tracking on your site to enable tracking of visits to specific web pages and PDF documents. Deliver Eloqua tracking scripts and provide assistance in testing of up to 5 deployed scripts.

o Subscription Management – Leverage Eloqua’s out of the box subscription management functionality allowing email campaign recipients to opt out at a global level as well as campaign levels. Includes unsubscribe and bounce-back set-up and configuration of subscription management.

o Architecture Workshop – Eloqua will conduct a workshop that covers integration options and best practices around use of the API, import/export functions, and out-of-the-box CRM on demand integrations. A follow-up session will also be held to finalize the roadmap and answer questions.

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o Data Loading – Loading of account and contact files. Assumes each contact has a unique email address. A test load, followed by a final load will be executed.

o Lead Scoring Program - Lead scoring is a method of quantifying the value of leads by evaluating explicit (contact and form information) and implicit (website and email response activity) data in an ideal contact profile. Your lead scoring program will leverage Eloqua’s best practice templates and take into consideration your business processes. One lead scoring program will be delivered.

o Lead Nurturing Program - Lead nurturing is a marketing program that communicates with leads that are not ready to be passed to sales. Lead nurturing programs can be as simple as a quarterly newsletter or as advanced as a series of targeted emails based on lead score (if applicable), lead profile, and real-time tracked responses during the program. One lead nurturing program template will be delivered.

o Asset Migration Workshop & Migration Activities – This program contains a workshop inventorying your assets available for migration, education on how to migrate those assets into the Eloqua platform as well as asset creation in Eloqua. Additionally, up to five (5) various assets (emails, forms) will be migrated in a hands-on session designed to enable your team to continue to migrate assets on an as needed basis.

o In-line Data Standardization Program – Data standardization in Eloqua is an inline process designed to help normalize and populate specific Eloqua fields as data flows into the database.

Leveraging the best practice data standardization template, Eloqua will provide the following lists, which can be modified by the client before being configured in the Eloqua system:

• List of New England zip codes to append leading zeroes,

• Common variations of countries mapped to ISO country code and global region, states/provinces (US/Canada) mapped to 2-letter ISO codes, area codes (US/Canada) mapped to 2-letter ISO state/province code, zip/postal codes mapped to state (US/Canada), and job titles mapped to standardized departments and job levels.

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Eloqua Professional Services will also configure 3 additional custom fields into the standardization process. Client is responsible for providing standardized lists or providing criteria to configure the product for these 3 additional fields.

IP Warming Best Practices Workshop & Launch Support - The objective of an IP warming program is to consistently send out emails and gradually increase the volume of email to make a customer’s IP addresses known to ISPs, thus keeping your sender score high. Eloqua will conduct a half-day working session designed to bring you up to speed on this process and present best practices on how to execute an IP warming campaign. Additionally Eloqua will support the actual launch of your initial warming campaign.

Testing & UAT Support – This effort is designed to support the final end to end system testing of the solution prior to go live. This effort assumes testing is accomplished on the production instance of Eloqua and/or the CRM solution that may be in use. If additional testing cycles and environments are needed, please contact your Eloqua Professional Services contact for scoping.

Customer Readiness Workshop – This session is designed as a checkpoint with your Eloqua administration team to review and conduct a Q&A session regarding go-live activities and checklist. Additionally, a review of the Eloqua support mechanisms and the various points of contact post-implementation will be presented.

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Implementation Team Having the right resources with clearly defined responsibilities is a critical requirement for a successful implementation. The table below contains the recommended project roles for your team and the Eloqua team. Your team and time allocations may vary based on your culture and project needs.

Project Roles

•Provides overall project leadership•Coordinates vendor supportProject Manager

•Acts as project champion – defines objectives and measurable targets•Provides resources and executive sponsorship

Project Sponsor

•Defines content, process and required flows•Tests product and process

Functional / Business Resources

•Support the integration points of the solution•Assist data mapping for integration process flows

Technical Resource(s)

•Setup and maintenance of users, roles and profiles•May conduct post-application reconfiguration and maintenance (including fields, records and rules)

System Administrator

•Coordinates end user trainingTraining Coordinator

• Provides subject matter expertise, business process and software• Configures software• Provides knowledge transfer

Professional Services Consultant(s)

•Partners with client project manager to manage project plan, activities, deliverables and issues•Coordinates Eloqua resources•Facilitates participation of peripheral Eloqua teams as needed. eg. Product Management

Project Manager

Responsibilities3-4 days per week

during project

2–4 hours per month during project

1 - 2 days per week throughout project

Time Expected

Cust

omer

Team

Eloq

uaTe

am

1 - 2 days per week during project

1 - 2 days per week during project

40 hours over the course of the project

Responsibilities, Deliverables, and Timeline:

Phase Eloqua Deliverables Client Deliverables Initiate • Project initiation documents

• Kickoff agenda and presentation

• Milestone project plan

• Project governance structure and meeting schedule

• Defined project team roles and responsibilities

• Ensure appropriate Internet connectivity is available to end users

• Develop communication strategy/plan

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Define • Detailed project plan

• Configuration design workbook as completed in all service tracks

• Eloqua integration definitions including CRM mapping worksheet (if CRM Integration Package is selected)

• Provide import data file specifications and sample file

• Organization staffing completed/validated

• Internal migration strategy completed

• Training plan & internal support plan validated

• Create data files for initial loads as well as ongoing interfaces

• Participate and facilitate internal consensus for final design captured in design workbooks

Configure • Validated configuration of product within customer’s instance and load test users with Eloqua profiles

• Configure email and form layouts, custom fields and pick-list values

• Configure CRM integration

• Review and test all aspects of system configuration and request needed changes

• Test email process internally

• Validate use cases for testing

Transition • Revise configuration to incorporate customer feedback (up to 2 iterations)

• Hand-off template for configuration testing with suggested use cases

• Conduct Eloqua training sessions, number of classes as defined in contract

• Complete service checklist

• Knowledge transfer workshops

• Configuration testing - test the system and describe needed changes (up to 2 iterations)

• Configuration signoff

• All power users complete required and recommended training

• Facilitate end-user training - ensure that all users attend Eloqua online basic training course as a minimum

Launch • Introduction to Customer Success Manager and support processes for end users

• Collect lessons and feedback

• Internal knowledge transfer of customer to Eloqua Support and Success Management

• Customer signoff on live system

• Identified Customer owners for all global standard templates going forward

Post-Implementation

• Provide release notes of new features in the system as needed

• Provide announcements of all user group meetings

• Review release notes and ask customer support to implement desired new features

• Participate in user community - attend user group meetings, user conferences, and on-line forums

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About Eloqua Eloqua automates the science of marketing – campaign execution, testing, measurement, prospect profiling, and lead nurturing – allowing marketers to acquire customers, drive revenue and do what they do best: develop strong brands, build creative campaigns, and deliver compelling content. Eloqua is headquartered in Vienna, Virginia, with offices in Toronto, London, Singapore and throughout North America.

Eloqua Limited 1921 Gallows Road Suite 250 Vienna, VA 22182-3900

For more information, please call: 866.327.8764 or email: demand@eloqua.com www.eloqua.com

© 2012 Eloqua Limited. All rights reserved.

Assumptions: Eloqua implementation methodology, standards, and approach will be used

Unless otherwise stated, all Professional Services will be provided and documentation written in the English language only. The Eloqua platform interface will be in English

Standard output documents and reports are included in scope without modification

Client will assign a dedicated Customer Project Manager as a single point of contact for the Eloqua Project Manager for the duration of the project

Client will provide proper personnel resourcing and staffing for the configuration phase from a time investment and efficiency/effectiveness perspective

Client will define and maintain the business objectives and requirements that will guide the usage of the Eloqua platform

Client will provide Eloqua continuous, administrative access to the Eloqua platform environment

Client will extract, consolidate, and cleanse data prior to loading into the platform

Any configuration, application administration, and training items that are not specifically outlined above or in the Order Form (e.g., setting up new users beyond the five (5) designated users; additional training of personnel) are not included as part of this service offering