What are common listeners and actions in Program Canvas?

Typical listeners: form submissions, list entry, and data value changes. Typical actions: update record fields, evaluate segment membership, call apps or CRM, assign or route owners, and manage list membership.

What operational metrics matter?

Monitor throughput, error and retry rates, time-to-owner, enrichment hit rate, score freshness, and periodic consent audits.

How should we pilot Program Canvas?

Start with a high-value listener such as net-new leads, validate in sandbox or with a test segment, enable detailed logging, and phase in additional decisions after verification.

What is Eloqua’s Program Canvas?

Program Canvas orchestrates background processes—data normalization, enrichment, lead/account routing, CRM sync hygiene, and scoring maintenance—using listeners, decisions, and actions. It complements Campaign Canvas (journey orchestration) by running continuously to improve data quality, speed handoffs, and protect reporting accuracy across Eloqua and CRM.

When to Use Program Canvas (vs. Campaign Canvas)

Always-On Data Hygiene — Normalize country/state, standardize job titles, and stamp lifecycle stages without sending emails.

Enrichment & Scoring Upkeep — Call enrichment apps/APIs, refresh profile/behavioral scores, and write attributes for segmentation.

Routing & Ownership — Assign owners/queues, push to CRM with SLAs, and manage re-routing on updates or failures.

Error Handling — Catch sync errors, quarantine bad records, and retry with backoff logic; log outcomes for audits.

Compliance & Governance — Enforce consent/preference writes, archive source/UTM taxonomy, and apply retention flags.

Operational Metrics — Track time-to-owner, sync success rate, enrichment coverage, and score freshness.

The Eloqua Program Canvas Playbook

Use this sequence to design resilient, auditable programs that improve data quality and accelerate revenue operations.

Discover → Design → Build → Test → Launch → Monitor → Optimize

Discover triggers: Identify listeners (form submit, CRM update, list membership, API imports) and define entry/exit criteria.
Design the flow: Map decisions (field checks, consent status, score thresholds) and actions (update, route, call app, write to CRM).
Build modular steps: Create reusable normalization and enrichment steps; externalize key values in shared picklists.
Test safely: Use sandboxes, test segments, and “log-only” branches; validate sync and enrichment payloads.
Launch with guardrails: Throttle high-volume listeners, set error paths, and document rollback steps.
Monitor operations: Instrument logs and dashboards for throughput, failures, and SLAs (e.g., time-to-owner).
Optimize continuously: Retire duplicate logic, consolidate branches, and tune decisions for accuracy and speed.

Program Canvas Capability Maturity Matrix

Capability	From (Ad Hoc)	To (Operationalized)	Owner	Primary KPI
Data Normalization	Free-text, inconsistent values	Standardized picklists, auto-normalize & stamp source	Marketing Ops	Normalization Coverage %, Segmentation Accuracy
Enrichment & Scoring	Manual lookups	Automated enrichment + periodic score refresh	Marketing Ops	Enrichment Hit Rate, Score Freshness
Routing & Ownership	Ad hoc assignments	Rules-based routing to owner/queue with SLA timers	RevOps/Sales Ops	Time-to-Owner, Acceptance Rate
CRM Sync Hygiene	Silent failures	Retry paths, error quarantine, failure alerts	RevOps	Sync Success %, Re-try Resolution %
Compliance & Consent	Inconsistent flags	Purpose-based consent writes & audit trail	Legal/MOps	Consent Accuracy, Audit Pass
Observability	No visibility	Dashboards for throughput, failures, and SLAs	Analytics/RevOps	Throughput, Failure Rate, SLA Adherence

Client Snapshot: Cleaner Data, Faster Handoffs

A global B2B team used Program Canvas to normalize country/state, refresh scores weekly, and auto-route net-new records to CRM with retries. Result: +24% MQL acceptance, −31% sync failures, and faster time-to-owner. Scale similar outcomes with Expert Eloqua Consulting.

Keep journeys focused on messaging in Campaign Canvas—move data work to Program Canvas for speed, quality, and governance.

Eloqua Program Canvas: Frequently Asked Questions

What’s the difference between Program Canvas and Campaign Canvas?

Program Canvas manages operational automation (data hygiene, enrichment, routing, syncs). Campaign Canvas manages engagement flows (emails, waits, A/Bs) tied to offers and journeys.

What are common listeners and actions?

Listeners include form submits, list entry, and data value changes. Actions include update record, evaluate segment, send to app/CRM, route/assign, and move/remove from lists.

How do we avoid loops and duplicates?

Use clear entry/exit criteria, stamp processing flags/timestamps, and centralize normalizations in one program to prevent reprocessing.

What should we monitor?

Throughput, error counts, retry resolution, time-to-owner, enrichment hit rate, and score freshness—plus periodic audits of consent and source taxonomy.

How do we pilot safely?

Start with a single high-value listener (e.g., net-new leads), run against a test segment, enable logging branches, and phase in additional decisions.

Operationalize Eloqua with Confidence

Design resilient Program Canvas automations that improve data quality, accelerate routing, and protect reporting—without bloating your campaigns.

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What Is Eloqua’s Program Canvas?

When to Use Program Canvas (vs. Campaign Canvas)

The Eloqua Program Canvas Playbook

Discover → Design → Build → Test → Launch → Monitor → Optimize

Program Canvas Capability Maturity Matrix

Client Snapshot: Cleaner Data, Faster Handoffs

Eloqua Program Canvas: Frequently Asked Questions

Operationalize Eloqua with Confidence

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