Case Study: Philips achieves control, visibility and a €9M sales pipeline with Oracle Marketing Cloud

Philips Transforms Campaign and Lead Management to Gain Control, Visibility and Value

Royal Philips, a global HealthTech leader, launched its Digital@Scale program to modernize CRM and digital campaign efforts across B2B and B2C. Faced with a largely manual B2B lead process, poor sales–marketing alignment, fragmented customer data and limited KPI visibility, the company needed a standardized, trackable approach to manage thousands of touchpoints and improve lead follow-up.

Philips implemented Oracle Eloqua to centralize customer data, integrate with sales CRM, formalize lead progression, introduce double opt-in subscriptions, and add KPI reporting and staff training. Piloted in the UK&I, the new campaign and lead management capability generated 600 MQLs and a €9M sales pipeline in nine months, improved lead quality and sales trust, increased cross-team visibility, and was rolled out globally.

Philips

Scott MacDonald

B2B CRM Lead