Oracle's Responsys Acquisition: An Excuse To Tell You About Some New Research!

On Friday, December 20, Oracle announced the $1.5 billion acquisition of campaign management vendor, Responsys. On Wednesday December 11, I published a report called "The Rise Of Customer Life-Cycle Marketing Systems" (subscription required) in which we define an emerging category of technology vendors who provide:

"A central technology hub that allows marketers to manage every interaction between the company and its customers as they progress along the customer life cycle."

There is a diverse group of vendors vying to become customer life-cycle marketing systems (CLCMS) providers, in large part due to demand from marketers to reduce complexity in their technology roster and help them make the shift from the marketing funnel to a customer life-cycle-driven discipline. Friday's not-especially-unexpected news from Oracle further reinforces the conclusions in our report. The press release succinctly makes the point:

"The addition of Responsys extends Oracle's Customer Experience Cloud, which includes Commerce, Sales, Service, Social, and the Oracle Marketing Cloud. By bringing together Responsys and Oracle Eloqua in the Marketing Cloud, for the first time CMOs that support industries with B2C or B2B business models will be equipped to drive exceptional customer experiences across marketing interactions and through the customer lifecycle from a single platform."

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