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Beyond Financials: VC & IPO Due Diligence on Sales & Marketing Metrics

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Curious about how long each has been a public company, I checked on the years in which their stocks were offered: Salesforce.com – 2004; SuccessFactors – 2007; and NetSuite – 2007. Could the reasons why point to similar expense paths for the marketing automation vendors looking at going public?

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PowerViews with Andrew Gaffney: Tipping Points & Differentiators

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Asked about whether Salesforce.com may make an acquisition, he notes they do play nicely with several marketing automation providers, and an argument could be made that they are purposely staying out. As an example, he points to Marketo’s success and the way their marketing group was driving leads even before they had a sales team.

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PowerViews with Craig Rosenberg: Growth Hacks & Consumerized B2B Software

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He helped build Salesforce.com with an outbound marketing perspective into the mid-market. He cites the example of a marketing automation company to illustrate how important outbound initiatives are: “Jon Miller from Marketo is one of my favorite writers on lead development. He wrote this manifesto a while back. I use it all the time.

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PowerViews with Christopher Hosford – CRM/Marketing Automation/Social Convergence

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He comments, “Salesforce.com is a good example. On the marketing side, companies like Eloqua, Marketo, Pardot, Silverpop and HubSpot are adding features that are nudging them closer to the sales side. They’re doing what a lot of the marketing automation platforms have been doing.

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PowerViews with Chris Hosford – CRM/Marketing Automation/Social Convergence

ViewPoint

He comments, “Salesforce.com is a good example. On the marketing side, companies like Eloqua, Marketo, Pardot, Silverpop and HubSpot are adding features that are nudging them closer to the sales side. They’re doing what a lot of the marketing automation platforms have been doing.