Business Products & Services Company



Funding Goal
Funding Raised So Far $35,800,000
Funding Commitments $0
Funding Remaining
Funding Type Equity
Pre-Money Valuation
Investor Ownership
Interest / Dividend
Previous Funding

Company Overview

Eloqua helps clients dramatically accelerate revenue growth through marketing automation and Revenue Performance Management. The company provides powerful business insight to inform marketing and sales decisions today that drive revenue growth tomorrow. It offers two platforms, Eloqua 9 and the revolutionary Eloqua 10, which was built on SproutCore.

The company's mission is to make its customers the fastest growing companies on earth. Eloqua is used by more than 50,000 marketers -- more than every other marketing automation vendor, combined. Clients include Adobe, AON, Dow Jones, ADP, Fidelity, Polycom, and National Instruments. The company is headquartered in Vienna, Virginia, with offices in Toronto, London, Singapore and throughout North America.

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Business Summary

Company Age 23 years, 8 months
Employees 26
Sub-Industry Other Business Products & Services
Prior Year Revenue
Current Year Revenue
Next Year Revenue



Eloqua offers two marketing automation platforms, Eloqua9 and the recently announced (October 2010) Eloqua10. The latter is a Rich Internet Application that's based on SproutCorp technology. It's value proposition is the combination of predictive analytics (allowing marketers to know, in real time, which campaigns will have the greatest impact on revenue) and a more simple UX.

The company offers a number of product features, most notably Eloqua Discover for, which alerts sales reps using to the hottest leads based on the prospects' "digital body language," a concept pioneered by Eloqua in the book of the same name by the company's co-founder and CTO, Steve Woods.


Joseph Payne
Chief Executive Officer
Joseph Payne

Joe Payne, who was elected to the Dealertrack Board of Directors in 2013, formerly served as Chairman and Chief Executive Officer of Eloqua, which he joined in 2007.

Mr. Payne led Eloqua through a successful IPO on the NASDAQ (ELOQ) and eventually sold Eloqua to Oracle. Eloqua is now a wholly-owned subsidiary of Oracle and the leading provider of cloud-based marketing applications. He also previously served from 2005 to 2006 as President and Chief Operating Officer of iDefense, a cyber intelligence company acquired by VeriSign.

From 2002 to 2004, Mr. Payne was President and Chief Executive Officer of e-Security, Inc., a provider of security software. He has also served in senior executive roles at eGrail, Inc., MicroStrategy, Inc., InteliData Technologies, and Royal Crown Company, Inc. Mr. Payne previously served on the boards of directors of Eloqua, Inc., e-Security, Inc., eGrail, Inc., and Ecutel, Inc.

Brian Kardon
Chief Marketing Officer
Brian Kardon

Brian is responsible for the company's market positioning, demand generation, thought leadership, and integrated marketing to ensure strong connections with customers and constituents.

Prior to Lattice Engines, Brian was a driving force behind Eloqua's explosive growth and leadership in the Revenue Performance Management sector. Before Eloqua, Brian was Chief Strategy and Marketing Officer at Forrester Research, where he helped turn the brand into a leader in the technology research sector. He also served as CMO at Reed Business Information, the largest B2B publisher in the world.

Don Clark
Chief Financial Officer
Don Clark

2 IPO's as CFO
CFO of 3 public companies
Dynamic environments - hypergrowth to turnarounds
Investor Exits - Sold 5 companies
Capital raising - IPO, venture funding, strategic investments, PIPE, debt
President of 2 companies
De facto COO of most employers

Steven Woods
Chief Technology Officer
Steven Woods

Steven cofounded Eloqua in 1999 and has been the Chief Technology Officer since that time. Steven is also an avid writer on topics related to demand generation and the current transitions within the marketing profession. His book, Digital Body Language explores these topics, and he is a regular writer on his blog of the same name. Steven is also deeply involved with the Eloqua user community, with whom he regularly interacts through the discussions on his Eloqua Artisan blog.

Prior to cofounding Eloqua, Steven worked in corporate strategy at Bain & Company and engineering at Celestica. Steven holds a degree in Engineering Physics from Queen's University.

Paul Teshima
Vice President Sales
Paul Teshima

Eloqua, Rogers Communications, Ehvert Engineering, Masters in Mechanical Engineering UBC, Professional Engineer of Ontario

Specialties:Revenue Performance Management, Revenue Growth Strategies, Marketing and Sales Alignment, Campaign ROI, Marketing Effectiveness, Email Marketing, Lead Generation, Demand Generation, Marketing Automation

Rob Brewster
Vice President Business Development
Rob Brewster

Specialties:Modern Marketing, Revenue Performance Management, Marketing Automation, Demand Generation, CRM,, Alliances, Business Development, Systems Integrators, Agencies, Resellers

Steve Gershik
Vice President Marketing
Steve Gershik

With over 20 years of experience in product marketing, social media, demand generation and brand building, Steve Gershik is an expert in what B2B companies need to do to survive and thrive in competitive environments today.

Steve is an experienced VP of Marketing for early stage and growth stage technology companies and is a roll-up-your-sleeves working manager in each of his roles. Highlights include:

* VP of Marketing Innovation at Eloqua, which grew from $3MM to $35MM during his tenure.

* Creator of the Eloqua Experience and Eloqua Markie awards

* First VP of Marketing for SiriusDecisions, a leading advisory firm for B2B sales and marketing executives

* First VP of Marketing at TOA Technologies, establishing the brand identity and social media strategy.

* Co-founded the world's first demand generation-focused conference called DemandCon.

You can read his blog at http://www.theinnovativemarketer.

Karen Pisha
Vice President
Karen Pisha

Karen Pisha serves as the Senior Vice President of Global Account Services for Eloqua, responsible for the both the strategic and professional direction of Eloquas account services team. Eloqua (NASDAQ: ELOQ) is the marketing system of record for modern marketers. The company's cloud software, professional services and education programs provide marketers with the technology and expertise needed to help marketing drive revenue. Eloqua turns revenue performance into a predictable and measurable automated process for Internet Marketing. For more information, visit:

In her nearly 20 years in the industry, Karen has remained passionate about strategic planning, consulting practice leadership, project/program management and business development. She enjoys the art of marrying strategy to execution; all the while exploring new models for building long-standing relationships, customer satisfaction and improving time to value.

Neal Dempsey
Neal Dempsey

Neal is Managing General Partner at Bay. Over the past 18 years Neal has shepherded companies such as Brocade, Informatica, Exodus, Digital Island, GeoWorks, Shiva, and Red Brick to successful IPOs. He has also managed the acquisitions of WebLogic (BEA Systems), Placeware (Microsoft), Extricity (Peregrine), and NetBoost (Intel), among many others.

He is as passionate about investing in technology as he is about giving back to the community. At the University of Washington, his alma mater, Neal created the Center for Innovation and Entrepreneurship.

Most recently, Neal was honored to accept an invitation to join the Silicon Valley Chapter of the American Leadership Forum, an organization of prominent Valley leaders, dedicated to helping shape the next generation of community leaders.

Bradford D. Woloson
Bradford D. Woloson

Mr. Bradford D. Woloson, Brad, is a Venture Partner, since 2012 at JMI Equity. Mr. Woloson serves as an Advisor of Courion Corporation. As a Venture Partner, he is focused on sourcing new investment opportunities and building JMIs network and has previously served as a General Partner at the firm

. Mr. Woloson has more than 19 years of experience investing in software businesses and was responsible for creating JMIs proactive sourcing strategy. He served as a Financial Analyst in the Technology Group at Alex Brown & Sons Inc.

Mr. Woloson was also a Fixed Income Analyst at Kidder Peabody International, Inc. He serves as the Chairman of ClickSquared Inc. Mr. Woloson serves as a Director of Adknowledge, Inc., iContact Corporation, Axeda Corporation, Aptela, Inc., Panorama Software, Ltd., Empathica, Inc., BrightLine Partners LLC, InfoShark Inc., CouponCabin LLC, and of Harmony Information Systems, Inc. He has been a Director of Undertone Networks, Inc. since March 2008.

Harry Weller
Harry Weller

Harry leads NEAs east coast, early stage investing practice and is a founder of NEA's China organization. He is recognized as one of Americas top venture capitalists, with honors including the Forbes Midas List, Washingtonians "Titans of Technology, Business Insiders Top 5 East Coast VCs and Washington Business Journal's "Outstanding Director Award". Harry is the Chairman of Harvard University's Experiment Fund and an Expert in Residence at Harvard.

Harry's past investments include Echo Global (NASDAQ: ECHO), Eloqua (NASDAQ: ELOQ, acquired by Oracle), Groupon (NASDAQ: GRPN), Merlin Securities (acquired by Wells Fargo), Riverbed Technologies (acquired by Aether Systems), SourceFire (NASDAQ: FIRE), Vertica (acquired by Hewlett Packard), Vonage (NYSE: VG) and webMethods (NASDAQ: WEBM, acquired by Software AG).

Andre Yee
Vice President
Andre Yee

SVP of Product at Eloqua

Alex Shootman
Alex Shootman

Proven senior field executive with 22 years experience in all areas of revenue and profit generation for technology organizations. Led turn-around and growth in multiple organizations across four different enterprises, operating on the ground in all international geographies. Established a reputation for Getting it Done and Doing it Right in high-pressure situations, focusing on the basic fundamentals of success in each organization. Able to achieve corporate objectives that are often in tension with individuals motivations by leveraging the attributes of character, competence, experience and a willingness to learn. Known for a dedication to investing in and coaching people; understanding that leadership is about getting results while developing people and being motivated by their success.

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