We are just implementing Eloqua and haven't yet decided which data sync model to adopt. Eloqua offers 3 models:
1. Point of Interest: creates a new lead every time
2. Create Unique: If a lead record does not exist with the same email address, then a new lead record is created
3. Hybrid: if lead record & contact record exist with the same email address, then no new lead is created; the lead record is appended to reference the new marketing campaign
Our current model is Point of Interest (POI), where a new lead is created in our CRM every time the contact is associated with a new marketing campaign. But, this creates a lot of duplicates in our CRM database. So, we are leaning towards implementing the Hybrid model, as it keeps the CRM database free of dupes, as well as it seems to produce more reliable funnel reports (i.e. with POI obviously the MQL bucket would be artificially inflated with all the dupe records).
Our CRM system supports many workflows, not just sales, but our services group, as well as software sales. With services and software, we would want a new lead created every time there is a new potential opportunity.
Eloqua recommends the Hybrid model, but I've spoken to 3 customers who all use the Point of Interest model. What am I missing here?
What data sync model do you employ and why?