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Marketing Operations News

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Welcome to the July edition of the Marketing Operations newsletter which includes the latest on best practices, knowledge sharing and system/process updates for our global and regional sales and marketing colleagues.

 

Let others know what is working! If you have a learning or success to share with the community connect with us.

 

Marketing Operations open office hours – Join us August 6 @ 9am

We look forward to having everyone join us on Wednesday, August 6 at 9am EDT for our June Open Office hours call!

 

Agenda

 

  • New commercialization website update – Alexis Mills
  • Review website forms and processes for submitting content to the web team - Edie Eichert

 

Plan to attend the next Open Office Hours on August 6 @ 9am EDT. Register here to receive the monthly invite.

 

 

Small Updates with big impacts: Review self-reported data regularly

The Marketing Performance Hub (MPH) is informed by the data you enter through various Smartsheet request forms and sheets.

 

To maintain your performance dashboard integrity and usefulness, please make sure to:

  • Review and update your self-reporting areas regularly – including data in the event and webinar Smartsheet.
  • Double-check the ‘Reporting Group’ field in your request forms before you submit—it determines how filters and KPIs appear in the dashboards.
  • Coordinate with your reporting champion if you need to revise previously submitted campaigns, URLs, or have questions on reporting group mapping.

 

Thanks for your attention and continued support. For more information including training and resources visit our Feedback, Analytics, and Insights SharePoint. We greatly value your contributions and encourage you to continue providing feedback through our report request form.

 


Eloqua update: Send Time Optimization

Send Time Optimization (STO) is a powerful feature that uses artificial intelligence and historical data to send emails at the times customers are most likely to engage. Where STO has been implemented at IQVIA, it has positively impacted email effectiveness across open and click-through rates. STO also continues to improve the longer and more often it is used. We are leaning into expanded AI use and want to maximize the impact of this feature, so the following changes will take effect for new email requests effective August 11.

 

  • STO will be applied to all email campaigns by default.
  • Marketers will have the ability to opt-out when submitting Outreach requests.
  • For Batch & Blast and Nurture emails, STO will optimize based on Day of Week and Time of Day.
  • For Webinar/Event emails with start dates within three weeks, STO will optimize only on Time of Day. The send date will be as defined by the marketer.

 

Please attend the M3 call on August 7 for a more detailed update.

 

Introducing Generative AI in Eloqua: Smarter subject lines and content creation

 

Generative AI Tools for Subject Line and Content Creation are now available in Eloqua, and we are looking for Marketers interested in joining our pilot program.

 

  • Subject Line Generator: With just a few keywords or a text prompt, Eloqua’s Subject Line Generator can create up to five engaging subject line suggestions for your email campaigns.
  • Content Generator: Craft compelling marketing content or variations of your existing content across multiple platforms, including Email and Landing Pages. Simply provide a text prompt and let Eloqua generate tailored copy in seconds.

 

For any questions or to volunteer for the Eloqua GenAI Pilot, please contact your Marketing Operations Partnership contact or reach us here.

 


Support Inside Sales teams with MQL triage instructions

Efficient MQL handoff from marketing to sales improves lead management and sales outcomes. Having triage instructions ready in Salesforce when MQLs are generated makes sales operations more seamless, streamline processes, and reduce delays caused by manual follow-ups.

 

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For more details on the MQL triage process, watch this AI generated new training video on the marketing operations toolbox.

 


Best Practice – Website request forms

Currently, there are two forms for requesting updates to the website. If you want to add or update an asset such as a white paper, fact sheet, case study or some other PDF, please use our VIA form. This form allows your asset to be added to multiple platforms — Brand World, the website, and Sales Spot — all managed by different teams.

 

For all other requests —adding or editing pages like blogs, events, news, solutions —or to make suggestions or request other help, please use the Smartsheet form.

 

You’ll find several resources on Brand World for website guidelines and best practices. In Brand World you’ll find the most recent version of the web page module templates that you can use to build out your solution pages. This section of Brand World also includes SEO guides and some videos on various tools and features, such as the jump link bar and hero modules.

 

If you need assistance reviewing the various templates or building out a module, please reach out to Edie Eichert.

 


July office hours recap: outreach calendar and contact upload process

During our July Marketing Operations Open Office Hours, we shared updates on the outreach calendar, and process update on contact uploads. If you were unable to attend the call and want to learn more, please look at the presentation. It included:

 

  • Outreach calendar: Avoid audience overlap – Shivsagar Biradar
  • Process update: Contact uploads – Srujana Pavuluri

The presentation for the Marketing Operations Open Office Hours – July Session can be found here and a recording of the session can be accessed here.

 

Plus, don’t forget that all previous Open Office Hour presentations can be found here.

 


A reflection on our advanced LEAN training class

 

Nine months ago, 21 IQVIANs were selected for the 2025 Advanced Lean Training program. Since February, they’ve been immersed in a five-month journey led by expert Lean leaders, exploring advanced methodologies and pushing beyond their comfort zones.

 

Key Highlights:

 

  • Career Progression - Participants gained deep insights into capacity studies, organizational analysis, and measurement systems—supported by dedicated mentors and instructors.
  • Real-World Connections - Team-based case studies fostered cross-functional collaboration, with global teams working together and receiving expert feedback from instructors.
  • Expanding Toolkits - The program revitalized Lean toolkits with structured templates, hands-on learning, and AI-powered enhancements that improved workflows and boosted confidence.

Although coursework and quizzes are complete, participants must now lead an advanced Lean project within 18 months to earn certification. More than just a milestone, this marks the beginning of their impact—driving efficiency and productivity across IQVIA.

We encourage everyone to explore Lean offerings and join the movement toward smarter, more effective ways of working!

 

Be sure to follow the Lean Connection and visit LEAN BPI&A for all the latest helpful news, information or new idea submissions.

 


Useful links

Below you will find several links for Marketing Automation tools, resources, and reports:

 

Don’t forget to join the Marketing Operations office hours on the first Wednesday of the month at 9am EDT if you have any questions! The next session is on August 6. You can register or pre-submit any questions/topic ideas through the Marketing Operations Toolbox.


You receive this newsletter because you are a member of Global Marketing and Communications distribution list, or you signed up via the Marketing Operations Toolbox.

Previous editions of the newsletter are found here on the Marketing Operations Toolbox.

Confidential – For Internal Use Only

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