Constellation Research’s annual customer conference, Connected Enterprise is like no other conference you’ll have the pleasure of attending. It is two intense days of keynotes, forums and meetups. But it’s also immensely collegiate. Anyone you meet in the audience at this conference could have been presenting on the stage. In between sessions you will rub shoulders with startup innovators, enterprise CEOs, analysts, inventors and even artists.
But if you were unable to make this year’s conference, some of the sessions are now available online. In this interview, R “Ray” Wang, founder of Constellation Research, speaks with Mark Hurd, CEO of Oracle. They discuss the future of enterprise software and delve into the disruption that large scale businesses will face in the coming years.
It is a rare opportunity to hear directly from Oracle’s new CEO. Some of the standout topics include:
- The challenge of the next generation of leaders and how Gen Y will change the way we consume software in the enterprise
- Oracle’s clear strategy around “The Cloud” (“best of breed in applications, segment by segment … AND suite”)
- The flexibility of integrated SaaS and PaaS and the challenge this presents for system integrators.
This also means that Oracle will be well positioned to tackle the challenging mid-tier and small business end of the market. And that will make it interesting for the startups who survive on servicing smaller customers. What’s that? More acquisition targets for Oracle?
Sneaking a last minute deal in before the holiday break, Oracle announced an $871 million acquisition of marketing automation vendor, Eloqua. Representing a 10x multiple on Eloqua’s annual revenues, it marks the first of what is likely to be a string of consolidations in the marketing technology space over the next 12 months. The deal is expected to close in the first half of 2013.
- A win for Eloqua customers that comes with a catch . This deal looks set to accelerate the Eloqua solution roadmap with Oracle bringing additional focus and resourcing to solution improvements already slated for 2013. That means that existing customers can more readily tap the customer experience functionality that supports front of house operations through Oracle’s existing sales, service, commerce and social foundations as well as the big data and analytics capabilities that are vital to the digital marketer’s credibility. Many Eloqua customers will have made companion investments in Salesforce and will be keen for ongoing reassurance that integration will continue to be supported.
- Oracle secure a beach head beyond the IT line of business.The acquisition significantly bolsters Oracle’s marketing credentials – adding mature, cloud based marketing automation capabilities to their Customer Experience Cloud offering. Eloqua’s strength has been its strong connection with the marketing departments at its 1200 customer locations, and this provides Oracle’s sales team with a vital beach head beyond the IT line of business. And with the projected shift of technology budget from the CIO to CMO over the next two years, this will be essential to the longer term success of the Oracle’s Customer Experience Cloud and the previous Market2Lead and Vitrue acquisitions.
Why marketers should care
Marketers have fallen behind in the technology stakes – suffering under the weight of outmoded marketing models and outflanked by their fast moving, tech savvy, connected customers. This announcement brings yet another level of change and signals a new wave of consolidation and innovation that will challenge marketers in the year ahead.
On the positive side, the investment in thought leadership and focus on marketing technology coming from the likes of Adobe, IBM and Salesforce is helping to educate and mature the market. This will not only assist CMOs to formulate business cases and justify technology and skills investment through 2015, it also provides fertile opportunity for the marketing automation vendors like Act-On, Hubspot, Marketo and Neolane.
Oracle has thrown down the gauntlet to the other enterprise software vendors. Who will blink first?
The acquisition has revealed a gap in the Salesforce marketing offering. SAP is nowhere to be seen. And Adobe and IBM can no longer afford to sit on their hands. Oracle’s bold move may have brought Christmas early to the team at Eloqua, but does it usher in the Mayan Apocalypse for enterprise marketers or represent a new dawn? 2013 is just around the corner.
Eloqua has released a FAQ and an announcement deck that can be downloaded from their blog.