"Logan: That's the way things are. The way things have always been."
In Redwood City this week, the answer I heard from Oracle was an emphatic yes. At Oracle's Industry Analyst World, the company stressed its cloud bonafides against Salesforce, IBM, and SAP with its new Customer Experience (CX) Suite. The CX Suite is a horizontal offering, assembled primarily from acquisitions, newly rechristened as Oracle Marketing (Eloqua), Oracle Commerce (ATG, Endeca), Oracle Sales (Oracle CRM On Demand), Oracle Service (RightNow), Oracle Social (Collective Intellect, Vitrue, Involver), and Oracle Content (Fatwire).
The Software as a Service (SaaS) suite promises to deliver a lower total cost of ownership, easier integration, and faster time to value for a business looking to streamline its enterprise software providers. While Oracle's approach is to lead with SaaS, it also promotes an Enhance, Augment, Migrate strategy, enabling existing customers to extend an on-premises deployment --- think Siebel Loyalty --- with one or more CX products, say Eloqua's email delivery capabilities.
You Can Outrun Your Past
So what does it mean for Eloqua? Marketers using or considering Eloqua should recognize that Oracle: