Challenges
While the American market is more consistent in terms of language and sales strategy, Europe is much more demanding when it comes to the distribution of markets, regional marketing operations, and localization. Each European country or region has its own, more or less specific nature, client base, market potential and thus marketing approach. However, taking the above into consideration, the Company still needs to maintain a consistent corporate visual identity, as well as global marketing strategy. In order to face this challenge, the Company created a Service Center for EMEA. The main purpose of the Service Center is the coordination of activities of 7 regional marketing teams and helping them to create and manage their campaigns. The Company decided to bring to life a single operations team for marketing automation in EMEA. The team uses Oracle Eloqua to handle all requests from the Service Center, as well as directly from the Regions, in an efficient and timely manner.