Oracle may have been a latecomer to the sales cloud, but now it is making an aggressive bid to win the marketing cloud—according to John Furrier from Forbes.
Oracle is set to take over the new and emerging marketing cloud, says John Furrier from Forbes. In a recent analysis of the marketing cloud he says: “This marketing cloud marketplace is the new lucrative market and battleground for the coveted and growing set of marketing and sales applications. Oracle is investing heavily to win the battle for the marketing cloud, and the dividends are starting to appear.” According to John, the strategy integrates technology and a business model similar to the Apple App Store or Amazon Web Services.
John gives Jive as an example of the difference between the new marketing cloud and the old model of enterprise software. He argues that Jive failed because companies don’t want to see sales people “proposing the moon” with huge upfront cost, before any value is realized.
Instead, companies prefer the Software-as-a-Service model, or SaaS, where software is cloud-based and does not carry a huge upfront cost. In addition, the cloud has leveled the playing field, allowing small startups to offer robust software solutions that once required on-premises software.
According to John, “Oracle has decided to draw a line in the sand and invest heavily in the marketing cloud with R&D. Through organic development, R&D, acquisitions, and partnerships, Oracle has assembled a formidable marketing cloud offering.”
The article also quotes R. “Ray” Wang, the founder and principal analyst of Constellation Research who said, “Oracle still has to find the right balance of partnerships, alliances, and acquisitions to serve the growing marketing buyer’s needs.”
Another strategy that Oracle is developing is a 3rd party ecosystem. “For example, the Oracle AppCloud is an API system and set of tools that allow tighter integrations between the functionality of Oracle and partner applications,” says John.
At Mintigo, we partnered with Oracle’s Marketing Cloud vision and developed an app on their AppCloud that integrates with Eloqua. This app allows marketers to enrich their leads with data and execute sophisticated campaigns directly from Eloqua, based on our robust indicators.
According to Forbes, the marketing cloud is becoming a crowded space with companies like Oracle, Salesforce, and LinkedIn now building marketing clouds. “If Oracle could pull off the ‘Apple for the enterprise software’ then it will be checkmate for their competitors. The key will be in building a credible 3rd party application marketplace,” John concluded.