Welcome!

Weblogic Authors: Yeshim Deniz, Elizabeth White, Michael Meiner, Michael Bushong, Avi Rosenthal

Blog Feed Post

Breaking News: Eloqua Acquisition Irrelevant to Mid-market

Why consolidation isn't a cure for the big picture challenges organizations face with sales and marketing technology.

As evidenced by Gartner’s recent projection that CMOs will overtake CIOs in terms of IT spending by 2017, marketing technology has become big business, attracting the attention of larger enterprise software providers. Analysts expect the consolidation to continue as companies like IBM, Teradata and others rush to acquire some form of marketing automation to augment their existing solutions. With the entry of big business into this niche space, it may be time to assess if these providers routinely develop solutions oriented at all levels of business operations or if their position might influence the shortsightedness with which they consider the needs of small and mid-sized companies.

Consolidation is typical in the software business once an application genre has reached a level of market saturation and feature differentiation is diminished. Marketing automation software has arrived at this destination. Consolidation, which will undoubtedly make lots of money for Fortune 500 software companies, is unlikely to benefit most customers.

Oracle has spun the value of its acquisition to Eloqua’s customer base with a promise of enhancements through the integration of Big Data and business intelligence tools. That’s probably pretty exciting for some of Eloqua’s biggest customers, particularly those who are already using or are interested in buying some of Oracle’s other software solutions. These enterprise organizations are already poised to manage the complexity of large volumes of disparate data that will accompany this level of integration.

For most mid-sized organizations, flooding their marketing automation with more data will create an unwieldy beast. These companies will also be reluctant to invest in more marketing technology when so far, marketing automation has failed to deliver on its promise of a consistent volume of high quality leads and a pipeline of rich opportunities.

Why is that? Mid-sized organizations are discovering that marketing automation is just a piece of the puzzle. To achieve ROI on the technology, organizations must invest 10X its cost to effectively run it. Marketing automation requires resources to support database development, content creation, integrated campaign execution to support demand generation, sales enablement tools to support the opportunity stage and reporting to support effective decision-making.

Larger organizations have the staff, budget and content assets in place to use marketing automation to its full potential. Small and mid-sized companies simply can’t do everything that is required to make use of marketing automation in its current state. They don’t need more add-ons for business intelligence and Big Data. These organizations need talent and resources to run an effective digital marketing program and to make proper use of the technology they already own.

Mid-sized companies can’t afford to get caught up in the drama and excitement of what consolidation might mean for marketing automation technology. Eloqua customers in this space need to steel themselves against the sales pitch to come. They’ll need to save every penny just to squeeze ROI out of the investment they’ve already made. The smart ones may already be looking for a provider that has figured out how to deliver technology and digital marketing services at a price point that fits the budget.

Learn more about Marketing as a Service (MaaS).

Share

Read the original blog entry...

More Stories By Emily Mayfield

Emily Mayfield, Director of Marketing at Manticore Technology, oversees strategy and execution for demand generation, public relations, and corporate communication. In her blog Funnel Focus, she explores best practices in marketing performance management, demand generation, and online marketing. Prior to joining Manticore in 2008, Emily was Director of Marketing at AHR, Inc, where she launched the company's nationwide online real estate education program and managed its e-commerce site. Emily graduated from the University of Texas at Austin with a degree in Corporate Communications.

IoT & Smart Cities Stories
Whenever a new technology hits the high points of hype, everyone starts talking about it like it will solve all their business problems. Blockchain is one of those technologies. According to Gartner's latest report on the hype cycle of emerging technologies, blockchain has just passed the peak of their hype cycle curve. If you read the news articles about it, one would think it has taken over the technology world. No disruptive technology is without its challenges and potential impediments t...
Nicolas Fierro is CEO of MIMIR Blockchain Solutions. He is a programmer, technologist, and operations dev who has worked with Ethereum and blockchain since 2014. His knowledge in blockchain dates to when he performed dev ops services to the Ethereum Foundation as one the privileged few developers to work with the original core team in Switzerland.
Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settlement products to hedge funds and investment banks. After, he co-founded a revenue cycle management company where he learned about Bitcoin and eventually Ethereal. Andrew's role at ConsenSys Enterprise is a mul...
René Bostic is the Technical VP of the IBM Cloud Unit in North America. Enjoying her career with IBM during the modern millennial technological era, she is an expert in cloud computing, DevOps and emerging cloud technologies such as Blockchain. Her strengths and core competencies include a proven record of accomplishments in consensus building at all levels to assess, plan, and implement enterprise and cloud computing solutions. René is a member of the Society of Women Engineers (SWE) and a m...
If a machine can invent, does this mean the end of the patent system as we know it? The patent system, both in the US and Europe, allows companies to protect their inventions and helps foster innovation. However, Artificial Intelligence (AI) could be set to disrupt the patent system as we know it. This talk will examine how AI may change the patent landscape in the years to come. Furthermore, ways in which companies can best protect their AI related inventions will be examined from both a US and...
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, discussed how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team at D...
Bill Schmarzo, Tech Chair of "Big Data | Analytics" of upcoming CloudEXPO | DXWorldEXPO New York (November 12-13, 2018, New York City) today announced the outline and schedule of the track. "The track has been designed in experience/degree order," said Schmarzo. "So, that folks who attend the entire track can leave the conference with some of the skills necessary to get their work done when they get back to their offices. It actually ties back to some work that I'm doing at the University of San...
When talking IoT we often focus on the devices, the sensors, the hardware itself. The new smart appliances, the new smart or self-driving cars (which are amalgamations of many ‘things'). When we are looking at the world of IoT, we should take a step back, look at the big picture. What value are these devices providing. IoT is not about the devices, its about the data consumed and generated. The devices are tools, mechanisms, conduits. This paper discusses the considerations when dealing with the...
Bill Schmarzo, author of "Big Data: Understanding How Data Powers Big Business" and "Big Data MBA: Driving Business Strategies with Data Science," is responsible for setting the strategy and defining the Big Data service offerings and capabilities for EMC Global Services Big Data Practice. As the CTO for the Big Data Practice, he is responsible for working with organizations to help them identify where and how to start their big data journeys. He's written several white papers, is an avid blogge...
Dynatrace is an application performance management software company with products for the information technology departments and digital business owners of medium and large businesses. Building the Future of Monitoring with Artificial Intelligence. Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more busine...