Our Take on the Salesforce.com-ExactTarget Acquisition
- AUTHOR Josh Rosenberg
- June 5, 2013
- No Comments
We were very excited to hear about salesforce.com purchasing ExactTarget yesterday. This move effectively positions salesforce.com as a leader in the B2C Marketing space (ExactTarget’s customer base is largely B2C) and a player in the overall digital marketing space as well. The combination of ExactTarget, Buddy Media, and Radian6 will enable salesforce.com marketing users to have some very solid marketing capabilities.
Last year the purchases of Buddy Media (a top company for running social media campaigns) and Radian6 (a leader in tracking social media) gave salesforce.com a robust social marketing offering. The acquisition of ExactTarget (and with it Pardot, which ExactTarget bought last year) enables salesforce.com to offer a much more complete and well-rounded marketing solution. ExactTarget is an industry leader in email marketing and has a great B2C marketing platform. Pardot, as a marketing automation solution, adds many other digital marketing capabilities aligned with the needs of most B2B organizations.
An added benefit for any companies using salesforce.com is that by combining all these marketing technologies with its CRM platform, salesforce.com can effectively drive Sales and Marketing alignment, leveraging a more complete solution, by providing reporting and data in the same place for everyone. Sales people will be able to see the effects of Marketing’s campaigns right inside of Salesforce and Marketing people will be able to drill down deeper into their data since the core records and information about the people they are marketing to since the records are located inside of Salesforce.
The bottom line though is that this added marketing functionality in the Salesforce product offering makes accurately tracking and measuring your marketing data inside of salesforce.com that much more important. Without the underlying data being accurate it will be very hard for companies to take full advantage of the added marketing capabilities this merger brings. So here at Full Circle Insights we are definitely excited about this development in the CRM space, but we believe it makes the need to accurately track and measure your Marketing and Sales campaigns in salesforce.com that much more important.