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Oracle Customer Success — Basware Oyj

Basware Oyj

Basware Sets New Standards for Lead Management and CRM Integration with Oracle


The quality of our leads—and also our conversations with prospects—are increasing dramatically. With Oracle Marketing Cloud, we are reaching out at the right time and are able to plan and prioritize our sales resources much more effectively.

— Ceri Jones, VP, Global Demand Generation and Marketing Operations, Basware Oyj

Basware Reduces Speed-to-Lead Time by 98.89% and Increases Lead Quality with Oracle Marketing Cloud

Basware, a supplier of financial supply chain solutions that help organizations simplify operations and spend smarter, is continually being challenged for market share by a range of competitors that includes both traditional ERP providers and a new breed of source-to-pay specialists. To remain competitive—and make sure it can capitalize on every opportunity to beat the competition to a sale—Basware decided it needed to overhaul its approach to lead management. Making the most of its Oracle Eloqua solution was the natural place to start. 
  • Sharpen the company’s lead management processes by decreasing the time from when a lead is created to when it enters the customer relationship management (CRM) system
  • Build the lead management program on the company’s strategy to improve sales and marketing alignment using Oracle Eloqua, which garnered an Oracle Markie award for marketing excellence in 2013
  • Ensure leads are BANT qualified before being passed from Basware’s marketing department to sales teams 
  • Drive order intake by improving cohesion between marketing and sales teams spread across 11 different countries
  • Reduced speed-to-lead time by 98.89% (from 48 hours to 32 minutes) using the Program Canvas feature of Oracle Eloqua Marketing Cloud Service, enabling sales teams to qualify new opportunities more quickly and increase competitiveness
  • Improved lead relevance and throughput, sending higher quality leads into the CRM system based on more accurate scoring that would otherwise have been relegated to the nurture tracks
  • Increased overall acceptance rate of sales-ready leads by Basware’s sales teams by 175% with improved speed, better relevance, and higher-quality leads
  • Pushed more than 100 additional leads into the CRM system within the first 3 months that would previously have been dropped, ensuring that no marketing-qualified lead ever gets left behind
  • Gained the ability to allow for positive and negative scoring of leads, as well as evaluation of competitor and employee information, field mapping, and duplication—while also tailoring lead scoring to the specific needs of each country


We’ve been using Oracle Eloqua for over eight years now. Last year, we assessed other vendors and found, once again, that it is the right solution for us. Last year, Oracle introduced Program Canvas, a feature of Oracle Eloqua Marketing Cloud Service, which we were one of the first companies to adopt, was an important contributing factor.

— Ceri Jones, VP, Global Demand Center, Basware Oyj


Basware used Expert Services of Oracle Marketing Cloud to understand how Oracle Eloqua’s new Program Canvas could work for them. Basware’s own marketing operations team then completed design and build in just four weeks.

About Basware Oyj


Espoo, Finland


More than 1,800

Annual Revenue

US$178 Million
Finland-based Basware is a global provider of networked purchase-to-pay solutions, e-invoicing, and financing services. Noted for innovation, Basware won Innovative Procurement Technology of the Year at Innovate Awards in 2016 and was named a Gartner Magic Quadrant Leader for the second year running.
Published:  Aug 31, 2018