Salesforce & ExactTarget : a Journey in the Clouds
July 31, 2014
Grazed from CloudWedge. Author: Editorial Staff.
In June 4, 2013, Salesforce chairman and CEO, Mark Benioff called it, a “historic day for cloud computing.” This was the date that Salesforce entered into an agreement to acquire the ExactTarget Marketing Cloud company for $2.5 billion. Benioff further stated, “Our whole industry is changing. Mobile and social have entered the cloud.[ExactTarget] has been along on the ride with Salesforce and we saw in them a perfect partnership. I’ve never been more inspired and motivated about what we can do to automate CRM.”
In April of 2013, Gartner released their Magic Quadrant analysis of how CRM companies performed in lead management. Salesforce.com was labeled a serious competitor despite the fact that it fell behind some of its competitors with regard to turnkey solutions and lead management. In addition, ExactTarget Marketing Cloud was called a visionary…
Regarding the acquisition, Yvonne Genovese, Managing VP of Gartner For Marketing Leaders conveyed, “This is a big deal for marketing. There is a lot of attention being paid [by providers] on marketers spending more to automate what they’re doing. All these providers know the marketing area has a lot of money. Companies are allocating more than 10% of revenue on marketing budgets, and that’s a big number. By way of comparison, IT department budgets are 2% to 3% of revenue.”…
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