Summary: Entiera has clearly positioned itself as a marketing software vendor, selling directly or through other service providers. It competes more with enterprise marketing systems like Alterian, Aprimo and Unica than with business-to-business marketing automation products like Eloqua and Marketo.When we last saw Entiera in my July 2009 post the company was straddling the border between managing client databases and selling on-demand marketing software. Since then the company has come down firmly on the side of being a software vendor.Entiera...
Thursday, 28 October 2010
Thursday, 21 October 2010
Summary: a CMO Council survey shows that CMOs and CIOs agree they need to cooperate, but disagree on how well they're doing and what their roles should be. Both sides need to work harder to close an increasingly-unacceptable gap. This affects marketing automation vendors too, since they sell to both sides.The CMO Council and Accenture Interactive recently released a study Aligning the CMO and CIO to Achieve Agile Intelligent Marketing based on parallel...
Tuesday, 19 October 2010
Summary: Alsa Marketing is a late entry to small business marketing automation. They support multiple languages, which should gain them some business. Otherwise, though, it will be tough for them to compete with better-established players.It’s harder every day for a new company to enter the business-to-business marketing automation industry. Of the three classic competitive strategies – low price, great service and innovative products – there are plenty of low price options and leading vendors work aggressively to help their clients succeed....
Friday, 15 October 2010
Summary: Should companies apply fractional revenue attribution when more sophisticated methods are impractical? I think not: it gives inaccurate results that could result in bad decisions. Better to avoid financial measures at all if you can't do them properly.I spent most of the past week in San Francisco at overlapping conferences for the Direct Marketing Association and Marketo. My Marketo presentation was based on the marketing measurement white paper I recently wrote for them, which argues that measurement should be based on tracking buyers...
Friday, 8 October 2010
Summary: One way to understand consolidation and competitive trends affecting marketing software is to look at systems across several dimensions: how closely they relate to customers; whether they are operational or analytical; and whether they support online or offline activities. Combining these provides interesting insights into who competes with whom and what they're likely to do next.On Wednesday, IBM announced formal completion of its acquisition...
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