With marketers become ever-more reliant on technology and importantly, data integration, to deliver the customer experiences organisations need today, CIOs can no longer afford to ignore the many platforms and solutions at their disposal.
Oracle has pushed out a major update to its E-Business Suite of applications, in a move that underscores the company's challenge of meeting customer needs while also persuading them to adopt its next-generation Fusion cloud software.
After spending billions to acquire a series of marketing-related software companies, Oracle is now undergoing the process of creating a unified suite it can take to battle against competing offerings from the likes of Salesforce.com and Microsoft.
Global CRM (customer relationship management) revenue grew 12.5 percent last year to US$18 billion, a rate three times that of all enterprise software segments on average, as companies look to acquire more business and serve existing customers better, according to a new Gartner report.
Cloud-based marketing automation vendor Marketo's plans to raise up to $75 million in an initial public offering, which were revealed this week, could influence larger companies to acquire the company, including Salesforce.com and SAP.
Oracle surprised many tech industry observers by announcing Thursday it would pay US$871 million for marketing automation software vendor Eloqua. The move seemed a bit unlikely given the amount of sales and marketing software Oracle already had.