Lead-to-revenue management automation player Marketo has certainly been in the news recently. First, in May, it held its annual Marketing Nation Summit in Las Vegas and announced plans to provide a marketing automation system, powered by a new architecture, which will enable marketers to engineer a great customer experience across the entire customer life cycle.
Clearly, this was a financially ambitious plan, reviving age-old speculation about a potential acquisition of the vendor. Candidate Marketo suitors included SAP, which has a glaring marketing automation hole in its portfolio as enterprises increasingly compete on customer experience, not operational excellence; Microsoft, which has a large base of CRM customers ready for the "prequel" of marketing automation; and even Google, which could boost its reach with midmarket business customers and enhance its overall cloud software and infrastructure business.
But Principal Analyst Lori Wizdo provided another point of view, saying: “Executing on that ambitious vision would take some investment. A private equity investment could provide the equity and the sight screen to enable that steep investment.”Read more