Customer Experience Matrix

JUNE 25, 2012

Discussions of revenue attribution often remind me of the famous recipe* that begins “First, catch your hare”. Specifically, they assume that marketers know which marketing-generated lead is associated with each bit of revenue, and then go on like medieval theologians to debate how credit should be shared among promotions to that lead. The missing hare is that marketers often can’t link leads to revenue in the first place.

Activities 202

Activities Allocation Paid Search Agency Work Management 202

Customer Experience Matrix

JUNE 5, 2012

Salesforce.com yesterday announced agreement to buy social media publishing vendor Buddy Media for $689 million, thereby adding another big fluffy piece to its “marketing cloud”. Oracle followed suit this morning with an acquisition of social media monitoring and semantic analysis vendor Collective Intellect. This followed Oracle’s $300 million acquisition last month of social publishing system Vitrue.

Resource Management 183

Resource Management Salesforce.com Marketing Automation Services Marketing Management 183

Customer Experience Matrix

JUNE 4, 2012

I’m getting ready for the next edition of the B2B Marketing Automation Vendor Selection Tool (VEST). This is based on nearly 200 questions to vendors, mostly about product features. The first step in the process is to update the list of questions. This is based on a review of recent vendor announcements plus my own feeling for what’s important. What emerges is an interesting portrait of industry trends in product development.

Marketing Automation Services 173

Marketing Automation Services Mobile Marketing Marketing Automation Marketing Management 173

Customer Experience Matrix

JUNE 27, 2012

Dell announced today that it has added Pardot marketing automation to its list of Dell Cloud Business Software applications. Other products in the suite include Salesforce.com for sales automation and customer service, Adobe EchoSign for e-signatures, AppExtremes Conga Composer for proposal creation, Dell’s own Boomi for application integration, and a Dell-built analytics platform.

Marketing Automation Services 178

Marketing Automation Services Marketing Automation Automation Salesforce.com 178