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Posts Tagged ‘cloud services’

This is the second in a three-part series of posts on integrated marketing management platforms.  The first post identified the strategic need for integrated marketing management, mapped this to key marketing ‘pain points’ that these systems address and provided an overview of the disparate technology camps that are vying to deliver robust integrated marketing management platforms to marketing organizations.  Click here to view the first post, “Marketer’s Needs + Technology Landscape.”

Today’s post will present high-level thoughts for marketers on approaches to analyzing their needs and to selecting a platform that is the right ‘fit’ for their organization.  The final post in this series will present snapshots of the top 20 vendors I’m watching and that I believe are representative, forward-thinking leaders in this segment.

    

What should guide your decision to purchase an integrated marketing management platform? 

Let’s start with the basics:  What are your fundamental business goals?  And what marketing programs have you deployed to achieve these goals?  Ideally you want to invest in technology infrastructure that can help you achieve your business goals, that mirror your marketing programs and that (when all is said and done) can help you measure the impact that you made in reaching this goal.  Seems straightforward … except (and let’s not sugar coat this) … marketing processes and communication flows are complex and borderline ‘ugly’ when it comes to the level of complex, integrated execution and monitoring involved.  This means that your technology infrastructure must be able to handle this ‘ugliness.’ 

Source: iStockphoto

Source: iStockphoto

That brings us to the more advanced issue in evaluating the purchase of an integrated marketing management platform:  “How do I bring method to the madness?” as Market2Lead CEO Geoff Rego framed in a phone interview.  Whereas focus should rule the day in marketing strategy and planning, robust capability and the ‘kitchen sink’ factor should, in part, guide your technology decisions.  You want a platform that can give you real leverage.  In fact, you probably need more than you think you need.  And you can’t ‘wimp out’ when it comes to digging into this decision; this is a system that will become your lifeline; nor can you simply go with the marketing technology equivalent of ‘Big Blue’ (because no one got fired for buying Big Blue, right?).

“One thing not to do is to look at a generic list of the ‘top three’ products or ‘industry leaders’ and refuse to consider any others,” comments industry analyst David Raab in a white paper, titled “Three Differences that Matter in Demand Generation Systems.”  Raab continues, “On the other hand, few marketers have the time or inclination to perform an in‐depth technical analysis of several dozen demand generation systems, or even to document their own needs in detail.”

So then what is the middle ground, and how should marketing organizations approach finding the right ‘fit’ for their organization … without having to build CIO-level expertise and while staying true to their current, successful (but not fully leveraged) marketing processes?

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One common theme on this blog over the past few months is the myriad challenges facing marketers as they attempt to deploy and manage integrated marketing communication programs in an increasingly disparate and complicated customer-communication environment.  Past posts have covered the challenges of:  achieving Marketing Personalization 2.0 and eventually 3.0; managing cross-channel marketing execution; and identifying agency partners with sophisticated people, processes and underlying Marketing Infrastructure that are truly equipped to help their clients make order out of chaos.

There’s no getting around it:  Customer-brand dialogue is becoming more complicated over time, and effective dialogue with customers requires 360-degree coordination of programs and touch points.  This means marketing organizations need their own, increasingly-sophisticated and fully-integrated Marketing Infrastructure. 

iStockphoto

Source: iStockphoto

Technology ‘saavy’ is not an option for marketers today; moreover, the level of integration of their technology systems is more important than ever — not only for online marketing activities but also for interactions between the online and offline world.  And it is critical not only for effective and coordinated brand presentation, but also for building closed-loop feedback mechanisms so that marketing efforts can be effectively measured, end-to-end — something that only a fraction of marketing organizations are actually achieving today, according to the folks at SiriusDecisions.

Enter ‘cloud services’ … an emerging IT architectural vision of seamless, Internet-based application and data integration — via common, Web-based service layers — that could get all of your marketing assets talking, in real time, within days. 

Except it’s not so much a vision as it is becoming a reality today — now trumpeted by some of the leading next-generation CRM vendors, such as SugarCRM and Salesforce.com (see below), and backed by next-generation integration services providers, such as Cast Iron Systems.  Want proof this is becoming mainstream? 

  • BusinessWeek recently headlined, “Cloud Computing Is No Pipe Dream,” in a piece by Jeffrey F. Rayport
  • IDC reported this past October that “… spending on IT cloud services [will] grow almost threefold in the next five years, reaching $42 billion by 2012,” according to Roger Smith in an InformationWeek article.  “The growth will in part be helped by the economic crisis that began in the United States, according to a statement by Frank Gens, senior VP and chief analyst at IDC. ‘The cloud model offers a much cheaper way for businesses to acquire and use IT — in an economic downturn, the appeal of that cost advantage will be greatly magnified.'”

So what are cloud services … really .. and how can they help marketers gain control over customer-brand dialogue and achieve a holistic view of their brands through intelligent integration of Marketing Infrastructure?

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