For decades, marketing and sales teams have been caught in a tug-of-war—sharing the same revenue goals yet clashing over how to achieve them.

In the past, businesses could afford a less coordinated approach because customers tended to gather in the same places, making it easier to maintain consistent messaging across marketing and sales. However, today’s multichannel, buyer-centric landscape has raised the stakes. Misalignment now not only slows down internal processes, but also directly impacts the customer experience and ultimately, revenue growth.

The consequences of this disconnect are significant. Despite 75% of B2B buyers preferring rep-free experiences, Gartner reports that these buyers are 28% more likely to regret their decisions. Conversely, buyers whose purchase decisions were primarily led by sales reps were 63% less likely to complete a high-quality deal than those who navigated the process themselves or took a hybrid approach.1

The solution? A seamless experience driven by aligned teams, streamlined processes, and innovative technology that unifies marketing and sales together to pursue shared opportunities.

We’re thrilled to announce that Eloqua Guided Campaigns, an integral part of the Oracle’s Marketing and Sales Unification suite, is now included as a core feature in all Eloqua Standard and Enterprise plans.

To learn how it can help transform your approach to unifying marketing and sales, watch this video to see Guided Campaigns in action:

Eloqua Guided Campaigns Explained

Oracle Eloqua Guided Campaigns is a campaign creation tool with prebuilt workflows and step-by-step guidance. It empowers non-technical marketers and sales reps launch brand-approved, personalized campaigns quickly and confidently, and generate conversation-ready opportunities.

Guided Campaigns helps unlock the full power of Eloqua, empowering distributed teams to scale their efforts while maintaining central control.

“Guided Campaigns helps unlock the full power of Eloqua, empowering distributed teams to scale their efforts while maintaining central control. It’s like giving access to the guest suite without handing over the full set of house keys.” – Jody Mooney, Group Product Manager, Oracle Marketing


With Eloqua Guided Campaigns, businesses can:

  • Engage high-propensity buying groups with precision-targeted email campaigns.
  • Deliver conversation-ready opportunities—not just leads—straight to sellers.
  • Streamline operations to accelerate revenue growth.

Benefits of Eloqua Guided Campaigns

  • Faster Speed to Market: Distributed teams can quickly launch on-brand, account-based, outcome-oriented email campaigns, without requiring heavy support. This shift increases speed to market and allows marketing team more time for strategic planning.
  • Sales-Ready Opportunities: Instead of generating individual leads, campaigns now create conversation-ready opportunities for sales.
  • Automated, Seamless Workflows: Through native integration with Oracle Fusion Sales, opportunity handoff is fully automated and seamless.
  • Revenue Acceleration: Marketing and sales are unified around shared, high-value opportunities, driving precision revenue growth as a cohesive team.

Key Features of Eloqua Guided Campaigns

  • Guided Campaign Workflow: Assist users to set up various types of campaigns such as nurture campaigns and webinar promotions with ease.
  • Audience Selection: Incorporates advanced audience targeting options, allowing users to leverage existing segments from Eloqua or integrate customer data from Oracle’s CDP Unity.
  • Auto-Qualified Opportunities: Account-based scoring to qualify opportunities more efficiently based on engagement.
  • Brand-Approved Content: Deliver consistent messaging across marketing and sales to create a cohesive customer experience and amplify brand identity.
  • Campaign Tactics: Deploy outcome-based campaigns with step-by-step, prescriptive workflows designed for specific marketing goals.
  • Campaign Measurement: Gain insights into campaign performances at the account level.

Deploy outcome-based campaigns with step-by-step, prescriptive workflows designed for specific marketing goals.

Common Use Cases for Eloqua Guided Campaigns

  • Unification of Revenue Operations: Enhancing relationships and workflows between marketing and sales teams.
  • Distributed Marketing: Support field and distributed marketing teams by enabling them to execute straightforward, repeatable campaigns without extensive knowledge of Eloqua’s campaign builder.
  • Sales Empowerment: Enable sales teams to send targeted emails efficiently.
  • Partner Enablement: Assist partner channels by providing tools to run campaigns that conform to standardized guidelines.
  • Internal Communications: Streamline employee onboarding, announcements, and other internal campaigns.

Campaign Creation Process

  • Tactic Selection: Users can select specific marketing goals to define the type of campaign including targeted account selling, multi-step nurtures, and event promotions.
  • Audience Selection: Access predefined segments based on user permissions or create lists directly within the guided campaign interface.
  • Email Selection: Users can pick existing emails or create new ones within a guided process, ensuring adherence to branding and engagement metrics.
  • Opportunity Qualification: Engagement-driven rules allow users to evaluate responses; ensures only relevant contacts are pushed to sales for conversion.

Try It Now: Oracle Eloqua Guided Campaigns

With Eloqua Guided Campaigns, bridging the divide between marketing and sales is no longer a pipe dream—it’s a reality. By unifying processes, automating handoffs, and focusing on shared opportunities, businesses can transform how they engage buyers in today’s multichannel world.

Ready to see the difference for yourself?

1. Why Multichannel Buying Experiences Aren’t Delivering Results, Gartner