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

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 campaign management after finding its B2B lead processes were largely manual, fragmented and lacked clear sales–marketing communication and measurable KPIs. The company needed a consistent, trackable way to capture interest, qualify leads and turn them into sales opportunities across markets.

Philips deployed Oracle Eloqua (Oracle CX Marketing) to centralize customer data, integrate with sales CRM, standardize lead progression, introduce double opt-in and new KPI reporting, and onboarded >95% of sales and marketing staff. A UK pilot generated 600 MQLs and a €9M sales pipeline in nine months; the approach was rolled out globally, improving lead quality, sales–marketing alignment and end‑to‑end visibility.

Philips

Scott MacDonald

B2B CRM Lead