Case Study · DNV GL
Consolidating nine marketing platforms into one global Eloqua stack
DNV GL is a global leader in risk management and assurance, helping some of the world's most advanced organisations make decisions with confidence. I worked with them, through Deloitte Norway, to replace nine separate marketing automation platforms with a single, unified Eloqua implementation.
It was one of the most complex migrations I have delivered, and one of the most satisfying. The environment was cooperative, calm and highly professional, which made it possible to do the work properly.
Client background
DNV GL is the independent expert in risk management and assurance, with operations in more than 100 countries. They work across maritime, energy, renewables, supply chain, food, healthcare and other critical industries, combining engineering rigor, data and domain knowledge.
Whether they are assessing a new ship design, optimising a wind farm or certifying a complex supply chain, DNV GL help customers make decisions that protect life, property and the environment. Their work is highly technical and often safety critical, so their internal standards for systems and processes are understandably high.
Their marketing technology, however, had grown in a fragmented way. Each business unit had taken its own path, with its own tools and its own integrations. They needed to move from that fragmented setup to a single, global Eloqua platform.
At a glance
- Industry: Risk management and assurance
- Regions: Global, multi business unit
- Platforms: Eloqua, Tridion CMS, multiple CRMs
- Role: Lead consultant and lead developer
The challenge
DNV GL had nine different business units, each with its own marketing automation platform, mainly customised Pardot instances. Each instance was integrated with a different CRM configuration, and each unit ran its own campaigns, data model and reporting with little alignment to the others.
Nine platforms, nine ways of working
There was no single source of truth for marketing performance, no shared lead scoring model, no consistent segmentation and no global view of program effectiveness. Each unit did what worked locally, but the organisation as a whole could not see the bigger picture.
On top of this, DNV GL did not use Pardot landing pages or forms at all. All content and form experiences were managed in their Tridion CMS, which meant that any Eloqua implementation needed to be designed to respect and complement that web architecture.
A need for consolidation without losing local value
The aim was not simply to rip and replace. We needed to consolidate nine ways of working into one platform while respecting what each business unit did well, preserving the value in their data and giving them a better way to do their work, not just a different tool.
This required a structured migration program, a strong architecture and a lot of listening. That was the work I led.
My approach
Although I was contracted through Deloitte Norway, I effectively ran the Eloqua implementation as both lead consultant and lead developer. We used three week sprints and structured the program into nine clear phases, each with specific outcomes.
Sprint 1
Core Eloqua setup
Global account configuration, access control, naming standards and an initial asset structure. This created a clean base rather than repeating the chaos of nine separate systems.
Sprint 2
Advanced Eloqua setup
Custom objects, field library, data normalisation rules and a consistent lead source and UTM architecture so reporting could finally line up across business units.
Sprint 3
Templates and database setup
Enterprise grade email templates, form and landing page patterns designed to integrate cleanly with Tridion, plus the core marketing database structure for Eloqua.
Sprint 4
CRM migration and integration
Consolidating nine CRM integrations into a coherent model, mapping fields, aligning lifecycle and ensuring Eloqua and CRM could trust each other's data.
Sprint 6
Third party martech integrations
Reviewing and integrating external tools into the new Eloqua architecture so that important data flows from the old landscape were preserved in a cleaner way.
Sprint 7
Advanced backend programs
Building global lead scoring, recycling programs, enrichment flows and data washing machines so that the platform could maintain quality over time, not just at launch.
Sprint 8
Training and enablement
Training marketing, operations and technical teams across business units, with tailored sessions for different levels of expertise, so they could operate Eloqua confidently without constant external support.
Sprint 9
Handover and support
Documenting the solution, handing over playbooks and providing initial support until the DNV GL team were fully comfortable running the system on their own.
Impact
- Nine separate marketing automation platforms consolidated into one global Eloqua implementation.
- A unified data model and scoring framework that works across business units and regions.
- Clean integration between Eloqua, CRM and Tridion CMS.
- Standard templates, campaigns and reporting structures that give leadership a clear view of performance.
- A self sufficient internal team that no longer needed heavy external agency support.
In my words
This was my first Norwegian client and it was a very positive experience. The environment was friendly, cooperative and focused on doing things properly. The implementation went smoothly and I was genuinely sad when it was over. DNV GL will be very successful with Eloqua because they know what they want to achieve and they have a genuine can do attitude when it comes to new initiatives.
- Greg Staunton
Need to consolidate multiple platforms into one Eloqua stack
If you are running multiple marketing automation tools across business units and want to move to a single Eloqua implementation, I can help you design the architecture, manage the migration and leave your team fully in control.