Sales is responsible for executing on the now, Marketing is responsible for preparing for the tomorrow.
Anyone who has worked in either sales or marketing knows that there is always an underlying tension between the two organizations. At times this can be amusing and at times it can be down right counter productive. The reality is the two need to work together and the two need to understand that they each have specific and equally important roles to play. Sales needs to close business now…and generate revenue. Marketing needs to get things lined up so that when the tomorrow becomes the now, Sales can be successful.
Today’s announcement by Salesforce.com to acquire ExactTarget for approximately $2.5b is an indication that vendors are realizing the importance of providing an end-to-end tool for marketing and sales. This follows on the heals of Oracle acquiring similar marketing automation firm Eloqua in December of 2012. Both Salesforce and Oracle are looking to integrate these marketing automation companies into their existing CRM offerings and beyond. Really starting to move towards being able to provide a “funnel to funnel” view of the customer acquisition journey. Companies, small and large, need the ability to clearly understand and measure how they target, acquire and convert their leads. Marketing automation tools are a natural extension of what Oracle and Salesforce have developed with their own CRM offerings.
The question becomes, for clients who may have had ExactContact for marketing automation and Oracle or another vendor for CRM, will they be “encouraged” to migrate to a Salesforce offering? Same goes for Eloqua. The other burning question is who targets Marketo? They would appear to be the next domino to fall. Will SAP or Microsoft potentially start sniffing around Marketo?