Case Study · BT Global Services
Leading an enterprise Eloqua transformation across 200 marketers
BT Global Services operate at a scale that few organisations can match. I was brought in as lead developer and lead consultant on a major marketing transformation project, reshaping how BT designed, delivered and governed B2B campaigns across the organisation.
Client background
BT Global Services provide secure networking, managed cloud, collaboration, and digital transformation services to multinational organisations worldwide. Their marketing operations were large, distributed and varied in maturity across different teams.
Before this program, BT were still operating in a mostly traditional model. Campaigns varied heavily by team and region, reporting was inconsistent, and automation was largely underused. Eloqua was in place, but the organisation had never been truly onboarded into a modern marketing automation model.
The transformation programme was designed to fix that. And it required reshaping not just the technology, but the people, processes and governance around it.
At a glance
- Industry: Global Telecommunications
- Team Size: 200+ marketers
- Role: Lead developer & lead consultant
- Focus: Automation, onboarding, governance, transformation
The challenge
BT needed more than an implementation. They needed to transform how 200 marketers operated. That meant templates, training, governance, automation, measurement and a culture shift away from one-shot email blasts.
A huge, distributed marketing organisation
Different teams operated independently with varying levels of maturity. Some teams had process discipline. Others were stuck in the past, building emails ad-hoc with little automation or consistency.
A full operational transformation
This was not about “installing Eloqua”. It was changing how BT designed, built, launched and measured campaigns. It required empathy, patience, teaching and influence at every level.
My approach
This project demanded both technical leadership and soft project leadership. I built the solution and I also taught the organisation how to think about marketing automation properly.
Step 1
Build the Eloqua foundation
I designed BT’s core email, landing page, form and campaign templates, backend programs, governance standards and segmentation framework.
Step 2
Onboard and train 200 marketers
Every marketer needed to understand how to use Eloqua properly. I created training materials, guided exercises and hands-on accelerator sessions that moved teams from “batch and blast” to automated journeys.
Step 3
Establish governance and best practice
We implemented naming conventions, approval workflows, campaign QA rules, contact governance and scalable processes that ensured BT operated like a disciplined, enterprise-grade marketing automation team.
By the end of onboarding, BT Global Services finally had a single, consistent, modern way of delivering campaigns. Teams were aligned, trained and confident.
Behind the scenes
Large scale marketing transformation projects always look clean from the outside. Inside, the reality is a mix of legacy processes, competing priorities and teams with different levels of readiness. BT was no different. There were pockets of excellence and pockets of old habits. I had to meet everyone where they were.
- Some teams were nervous about automation and worried it would slow them down
- Others were excited but had zero grounding in how to design journeys properly
- Many were used to building emails manually without any governance framework
- Stakeholders wanted a fast uplift, but at a scale this size uplift has to be done carefully
My job was to guide each group through the transition while keeping the entire programme moving forward. That meant structured training, hands on support, clear documentation and gentle but firm steering on best practice. Under the surface, a lot of diplomacy and quiet alignment work was happening daily. This is often the real work in a transformation of this scale.
What I would do today
If I rebuilt this programme today with my current experience and toolset, the transformation would move even faster and with more visibility from day one. The fundamentals remain the same, but the execution would be more modern and structured around enterprise scale.
A standardised global governance pack
I would introduce a global operating model covering naming, campaign design, QA steps, asset taxonomy, file structure, segmentation, and handover criteria. Everything documented, everything consistent, everything scalable. BT would have a foundation that lasted a decade.
A modern onboarding journey for new team members
Instead of one time training, I would design a repeatable onboarding stack with scenario driven exercises, dynamic templates, gamified assessments and hands on workspace guidance. Every new marketer would reach a professional standard rapidly.
An observability layer for all campaigns
Today I always build visibility into campaign performance, errors, governance compliance and template usage. BT would gain dashboards showing where teams excelled, where they struggled and where process drift needed correction.
More automation and reduced manual intervention
With the maturity we have now, I would redesign BT’s backend programs to reduce manual work even further, automate audience preparation, and centralise logic to keep all teams aligned without heavy policing.
The outcome would be the same as the original programme, but delivered with even more efficiency, clarity and long term sustainability. Modern enterprise marketing operations should run like a product, not a loose collection of teams. That is how I build today.
Impact
- 200+ marketers trained and onboarded across BT Global Services
- A single unified marketing automation model became standard practice
- Campaign delivery quality skyrocketed through standardisation
- Automation adoption increased dramatically
- Reporting and measurement became far more consistent
In my words
I am genuinely proud of this project. The scale, the people and the transformation made it one of my most rewarding engagements. We didn’t just implement Eloqua. We rebuilt how BT Global Services did marketing. And we did it with empathy, clarity and real teamwork.
- Greg Staunton
Want your teams to deliver at enterprise level
I specialise in transforming large, distributed marketing teams into disciplined, confident Eloqua operators. If you need enterprise-level uplift, I can help you get there.