Case Study: Basware achieves 98.89% faster speed-to-lead and higher-quality leads with Oracle Marketing Cloud

Basware Sets New Standards for Lead Management and CRM Integration with Oracle

Basware, a Finland-based provider of purchase-to-pay, e-invoicing and financing solutions, needed to sharpen its lead-management processes to stay competitive. Facing pressure from traditional ERP vendors and new source-to-pay specialists, the company wanted faster handoffs to CRM, consistent BANT qualification, and better sales–marketing alignment across 11 countries.

Basware implemented Oracle Eloqua’s Program Canvas (with Oracle Expert Services and its own team completing the build in four weeks) to automate lead routing and advanced scoring. The change cut speed-to-lead from 48 hours to 32 minutes (a 98.89% reduction), raised sales-ready lead acceptance by 175%, pushed 100+ previously dropped leads into CRM in the first three months, and delivered more relevant, country-tailored lead scoring and higher overall lead quality.

Basware

Ceri Jones

VP, Global Demand Generation and Marketing Operations