Salesforce CRM vs Oracle CX: Which CRM is the Winner?


CRM software (customer relationship management) can make a huge difference in your organization’s relationship with its customers. Salesforce and Oracle are some of the most powerful solutions on the market, so it’s no wonder they’re common choices for cloud-based CRM. But which is better for your business? We break down Salesforce vs Oracle CRM feature-by-feature to help you make an informed decision.

Advantages and Disadvantages

Salesforce is one of the top name brands for sales-based CRM. It occupied a staggering 20 percent of the CRM market share in 2018. There are plenty of reasons beyond its leviathan size to employ Salesforce for customer relationship management. It offers SaaS deployment that allows users to access the system any time, anywhere. Salesforce also has a host of product-specific integrations and extensions, like Service Cloud, Marketing Cloud, etc., that make it easy to expand your business software usage into other interoperable platforms.

That being said, it’s not all roses in the world of Salesforce. According to our 2018 survey of CRM buyers, four percent of the 500 companies interviewed were downsizing their CRM — most of them from Salesforce to something less over-featured and over-priced. We wrote a comparison of many alternatives to Salesforce to help those users move on to a new solution.

Oracle markets its Experience Cloud of sales and marketing solutions (Oracle CX) as an all-in-one experience that combines social media, call center, mobile and in-store contact points. Its focus on customer satisfaction and social relationship management features emphasize improving customers’ relationships with your organization through a variety of channels.

With a slightly lower price tag than Salesforce, Oracle could be a perfect fit for your business (and your budget!) but it is less comprehensive than the industry giant.

For more CRM comparisons, check out the in-depth reports in our CRM resource repository.

Now let’s get into how Oracle vs Salesforce CRM match up when we compare their key features:

Contact Management

Contact management is a crucial feature of CRM software. It offers a contact database for clients and leads so your sales reps can easily track them along the sales pipeline process. Users can track interactions like emails and calls, schedule appointments, and create task lists to keep organized within a single interface. This function also offers case management features and collaborative access to everything previously listed.

Oracle CX Cloud Suite provides an exceptional contact management database. It comes with pre-built cross-referencing functionality that helps maintain unique data records, reducing the chances of human error or multiple profiles for the same client.

The case management function provides guided resolution to customer concerns and tracks activity so it can be easily escalated if necessary. The solution uses customer data from multiple channels to supply an overview of the contact’s engagement such as requests, orders, payments, etc. Oracle CX Cloud also allows users to access customer related information and share relevant customer data internally between sales and marketing teams.

Oracle offers a detailed contact management feature to track leads through the pipeline

Users can attach social media attributes to contacts for better client interaction and direct engagement. They can import data from Word templates directly into the CRM, then export data in different supported file types.

Compare CRM Pricing & Costs with our Pricing Guide

Salesforce CRM (also known as the Sales Cloud) provides comprehensive contact management features as well. Users can easily create and manage contacts, monitor duplicates, as well as track client profiles and accounts.

Users can attach contacts to multiple accounts, add hierarchies and collaborate on contacts with internal peers for easy transfer of information. Salesforce users can even assign contact roles. This helps create a system for understanding individual contact’s roles within an account.

Salesforce CRM also allows users to create, store and view documents such as contracts, proposals and invoices directly within the contact profile. Users can import data in CSV (comma-separated values) file format and use the Data Loader application to export data.

Comparing Oracle CRM vs Salesforce, both provide excellent contact management features and tie in our analysis of the two CRM tools.

Salesforce and Oracle tie for #ContactManagement in SelectHub's research & analysis of the two #CRM tools.

Client Interaction

The client interaction portion of the software includes features that track customer contact points, manage client accounts, segment contacts and manage payments. CRM reduces or even eliminates the need for users to navigate away from the system to access email or other systems. The system does this by collecting all the necessary processes into a single interface.

Oracle CX provides a unified digital portfolio of solutions for CRM and related areas like commerce, marketing, loyalty, service, content and CPQ. This supplies users with a 360-degree view of customer engagement. Oracle creates and filters customer data according to user-specified attributes, behavior, geography, purchase behavior or other criteria. This lead segmentation helps users target leads at the ideal time in the sales pipeline as well as identify up-sell and cross-sell opportunities.

Oracle CX Cloud Suite enables users collect and integrate data from multiple channels via interaction tracking. Interaction tracking helps users keep track of pending payments to be made or collected from its customers.

Salesforce lets users track sales interactions, customer contact points and other important client information

Salesforce Sales Cloud supports account management, interaction management, payment management, customer segmentation and filtered views for complete client interaction management. This CRM solution allows users to seamlessly create, manage and apply custom filters from a predefined drop-down list for both business and personal accounts.

Furthermore, Salesforce provides interaction tracking via the records of historical data attached to individual accounts. It also helps users segment customers based on their intent, interests and buying behavior. Unlike Oracle, Salesforce offers payment management features that allow users to manage product payments through a revenue scheduler.

However, Salesforce relies heavily on partner integrations and add-ons available through its marketplace. While this offers extra capability, it increases the solution’s complexity and total cost of ownership.

Oracle wins over Salesforce for client interaction capabilities due to its robust range of built-in modules.

Oracle rates better than Salesforce for #ClientInteraction in SelectHub's research & analysis of the two #CRM tools.

Marketing and Campaign Management

One of the most crucial CRM capabilities is marketing campaign management. From batch email marketing to autoresponders, it offers everything users need to create and manage complex and efficient marketing campaigns. Once a campaign is live, users can track engagement through email tracking or respond to specific customer actions (like leaving a review, making a purchase, etc.) with real-time email responses. After campaigns finish, CRMs support campaign analysis, delivery metrics and competitor tracking to make sure your marketing campaigns are competitive as well as effective.

Oracle CX Cloud Suite includes the Oracle marketing platform (Eloqua) that allows users to manage both B2C and B2B interactions. It also facilitates designing and curating personalized marketing campaigns for specific contacts or accounts. Then they can send campaigns, newsletters or mailers via web, mobile and social media channels.

Oracle’s solution helps users track mentions and discussions about their campaign on social media. Users can also map the effectiveness of a campaign and forecast sales probability. Additionally, the CX cloud provides simple drag and drop functionality to track customer engagement across channels. Users can gain deep customer insights through artificial intelligence, chatbots, IoT, etc.

When it comes to Google AdWords, however, Oracle Eloqua falls a bit short. It doesn’t provide built-in integration with Google AdWords. Companies can accomplish this through third-party integrations, but that option isn’t very comprehensive. In addition, Oracle Eloqua doesn’t provide a way to track PPC ROI.

Compare Salesforce CRM and Oracle CX Against Your Needs

Salesforce users can track campaign status, ROI and interactions through the campaign management feature

Salesforce Sales Cloud provides a built-in Pardot marketing automation tool that allows users to plan, design and manage marketing campaigns along with delivery to targeted customers. The software offers easy navigation that helps users locate, manage and report on campaign effectiveness.

Pardot connects with Google AdWords through a native integration. This enables the management of the entire Google Ad lifecycle, starting from the initial search term to reporting and analysis. Pardot connects with a Google Ads account to track prospects that arrive through paid search. Businesses can tie cost data from Google Ads to opportunity data from Salesforce to determine the cost per qualified lead and the ROI on search engine marketing.

Salesforce lets users sync their MS Outlook contacts and calendar with Salesforce’s Email Connect tool. Salesforce CRM integrates easily with their proprietary email composer tool, use email templates and send email campaigns to contacts directly from Outlook without opening the Sales Cloud interface. It also integrates with G Suite, helping users track Gmail interactions like clicks and opens.

Thanks to stronger Google Ads functionality, Salesforce Marketing Cloud (Pardot) wins over Oracle Marketing Cloud (Eloqua) for marketing and campaign management.

@Salesforce rates better than Oracle for #CampaignManagement and #marketing in SelectHub's research & analysis of the two #CRM tools.

Lead Management

Leads become customers, so an efficient way to manage leads is crucial to a sales-focused organization. Lead management features let users reach out to current and potential clients to nurture relationships. Users can also use CRM to capture leads from multiple channels like inquiry forms, sponsored ads, the company website, etc.

These leads are automatically assigned and distributed to the appropriate sales reps, saving time, reducing data entry and streamlining the process. Users can track interactions with individual leads or groups of leads. Pipeline management features help identify problem areas and ideal next steps, improving sales performance and sales rep efficiency.

The CX Cloud Suite from Oracle provides end-to-end lead management capabilities from lead generation to order processing. It helps sales reps source quality leads from multiple marketing channels like campaigns, newsletters, web forms and more.

This CRM solution helps users to build effective lead scores by analyzing buyer behavior and intent, as well as run multiple lead scoring models on a single contact. It offers a traditional, rule-based approach for lead scoring by using profile criteria and engagement criteria to evaluate leads and offer corresponding scores. It then facilitates regular lead follow-up for alignment with sales targets.

Oracle CX Cloud Suite also provides complete visibility into pipeline performance, thereby helping sales representatives make informed decisions and work towards better sales productivity.

Compare Salesforce CRM and Oracle CX Against Your Needs

Oracle Eloqua Lead Management

Oracle’s Eloqua product provides robust lead management capabilities

Salesforce Sales Cloud provides a robust lead management functionality that allows users to generate and capture leads from email campaigns, newsletters, web forms and other sources.

The solution facilitates accurate contact information and helps users set up automatic lead routing to analyze lead progress through pipeline tracking, territory management, hierarchy relationships, etc. Users can then assign and allocate leads to the respective sales representatives across territories and product expertise.

Salesforce Einstein, a machine learning and AI-based tool, brings intelligence to lead management activities. It provides lead scores based on lead conversion patterns and shows opportunity scores based on account history and activities. It also improves the accuracy of sales forecasting, automates syncing of emails and calendar events with Salesforce, and automates the entry of contacts and contact roles into Salesforce.

Between Oracle Sales Cloud vs Salesforce, both offer comprehensive lead management modules. However, Salesforce’s Einstein tool gives it the win for lead management.

@Salesforce rates better than Oracle for #LeadManagement in SelectHub's research & analysis of the two #CRM tools.

Reporting and BI

While reporting and analytics features were once only available from business intelligence tools, they’re now a standard function in many other kinds of business software. Business intelligence collects data from your organization then identifies trends and patterns. It uses these patterns to make predictions and draw insights, helping users make data-driven business decisions.

In CRM, this involves mostly sales data and customer behavior information. Users can track sales status and visualize a prospect’s journey through the sales pipeline in convenient graphs and charts that make the information digestible by even the least-experienced member of your staff. The executive team can use the sales forecasting tool to predict future sales outcomes and managers can utilize real-time data from dashboards to stay informed on opportunities.

Oracle’s Cloud Suite provides an advanced and predictive analytics tool that allows users to view historical data, compare product performance and forecast sales. The solution offers real-time visibility into sales performance and other key metrics, such as regional sales performance, territorial sales, sales pipeline, etc., through an interactive dashboard. Oracle CX also enables users to integrate different marketing channels on one common platform for ease of access.

Salesforce offers a range of different types of reports

The CRM from Salesforce provides advanced business intelligence and reporting capabilities. The solution helps users analyze trends, check performance and create a smart and interactive dashboard on relevant KPIs. Users can manage opportunities right from the lead to deal stage, as well as analyze sales patterns and purchase behavior of contacts. This allows users to forecast sales and revenue, then organize their sales team accordingly.

Weighing Salesforce vs. Oracle Sales Cloud, the two tie for their robust reporting features.

Salesforce ties with Oracle for #reporting and #BI in SelectHub's research & analysis of the two #CRM tools.

Who Won?

You probably won’t be surprised about the outcome of this Salesforce vs Oracle Cloud CX debate. Salesforce dominates the CRM field for a reason, and it scores slightly higher than Oracle in our analysts’ overall comparison.

That being said, no single CRM solution is a perfect fit for every business. Many small and mid-sized businesses may find that Salesforce is too sprawling and expensive for their needs, and others may not like Oracle’s interface. Keep an open mind and focus on matching your needs to the CRM solution that best meets it rather than relying on brand names or market clout.

To ensure you find the perfect CRM for your business, check out this requirements template to start off on the right foot in your search. Once you’ve identified your needs, you can compare industry leaders with this comprehensive CRM comparison. Then you can narrow your shortlist based on this CRM pricing guide and get a feel for the system by requesting a free trial or demo. Good luck in your software search!

Do you have any further questions about choosing a CRM? Do you want to know how our analysts rate software solutions? Let us know in the comments!

Bergen AdairSalesforce CRM vs Oracle CX: Which CRM is the Winner?


Join the conversation
  • Jim Semon - July 15, 2019 reply

    This article is very misleading in that in one section it uses a Service Cloud screen shot to describe Oracle Marketing features. To be accurate, you will need to update this with Marketing screen shot (from Eloqua). This is a market leading product offering that is rated higher than SFDC marketing in Gartner magic quadrant for multi-channel marketing hubs. In 2019, SFDC is only starting to pull forward with acquisition of Pardot.
    Also, competitive information IS definable in Oracle Engagement cloud. Please refer to link.
    I am from Pega so hopefully offering less-biased comments.

    Zachary Totah

    Zachary Totah - September 17, 2019 reply

    Hi Jim,

    We appreciate the feedback. We’ve updated both the image and the article content to ensure accuracy.

  • Lukas - November 26, 2019 reply

    Pardot is really better than Eloqua ? I must be dreaming 😀

    Zachary Totah

    Zachary Totah - February 3, 2020 reply

    Hi Lukas, thanks for reading and commenting.

    To address your comment, both products can be capable depending on a company’s requirements. However, generally speaking, Pardot has the edge over Eloqua based on our research. Pardot offers a native connector for Google AdWords, and Einstein offers AI-based lead scoring, behavior scoring and campaign insights. Pardot’s implementation cycles are quicker, easier and less expensive as well. And if a company already uses Salesforce, then using Pardot will be much more efficient and cost effective. If Eloqua is used with Salesforce, the cost of API calls between the systems can be an extra overhead.

    Eloqua does offer some advanced capabilities, but it’s less user-friendly for an average marketing user (Pardot doesn’t require as much coding).

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