IQVIA – Marketing Automation Integration
Our goal was to modernize and future-proof IQVIA’s globally integration of sales and marketing systems.
Situation
IQVIA, the global leader in healthcare technology and research, was relying on Oracle’s native Eloqua–Salesforce integration — a tool that, while still functional, was no longer recommended. With contacts, leads, and campaigns flowing through the system for global teams, the sunsetting posed potential long-term risks. We practically had to replace a few wagons while the train was speeding at 300 miles an hour. IQVIA required that we deliver a modern replacement integration while maintaining seamless operations, reducing error rates, and ensuring long-term sustainability without downtime.
Solution
We rebuilt the integration using the new Salesforce Integration App and migrated to Salesforce Lightning, crafting a modern architecture designed for real-time performance, scalability, and transparency.
We developed the new code to use the same API structure so that we can swap each feature one by one after unit testing and, if necessary, roll back the release if we encounter any problems (we did not). Our approach ensured a smooth transition — upgrading functionality without disrupting ongoing programs.
We implemented and optimized automated flows for Lead Routing, Lead nurturing leveraging the out of the box Eloqua form functionalities but also 3rd party data sources. As the salesforce tools did not automatically mirror all the Eloqua features, we used our Eloqua expertise to replicate functionality in the APIs to ensure that capabilities are leveraged properly.
The integration project was followed by a series of enhancement projects and ongoing support to ensure that leads flow flawlessly to the downstream systems without data loss throughout the flow.
Outcome
The new architecture delivered immediate and measurable improvements across system stability, campaign execution, and team efficiency. IQVIA now has a more intelligent, agile, and robust marketing automation backbone — designed to scale seamlessly for the future.
The project delivered: