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Posts Tagged ‘the cloud’

A little over a week ago I published my latest post on the DemandGen (r)Evolution blog – “Dreamforce 2010: Demand Generation Insights ‘from the Cloud’” – a round-up of my takeaways from this year’s Salesforce.com Dreamforce event in San Francisco.

For those of you who are not familiar with Dreamforce, you might be asking, ‘Why a write-up on what is (at a surface level) merely a technology user conference?  What’s the takeaway for marketers?’

Source: Salesforce.com

An obvious initial response is that Salesforce.com has emerged as one of the dominant – and one of the fastest-growing – CRM platforms in the marketplace.  That alone earns it some attention.

But beyond this, as I note in my post, “Dreamforce increasingly has grown into the annual host of two critical, interdependent and growing ecosystems – and consequently was an event filled with great demand generation insights.  …  On one hand, Salesforce.com serves as the cornerstone for a growing software ecosystem around buyer-centric, demand management software.  …  On the other hand, Salesforce.com has become the leader in cloud-based application infrastructure.  …  [And] it is this cloud-based approach that also is critical to enabling [this] demand management software ecosystem … .”

Dreamforce also is a unique annual event as there doesn’t seem to be any “… other technology-based event that draws such a large group of sales and marketing executives – and the technology vendors that serve them – in one place, at one time for nearly a full week,” as I comment in the blog post.  In fact, “Some of my best conversations each year occur at Dreamforce, and this year was no different.”

So what were my major takeaways?  The blog post focuses on two major demand generation insights:

  • “B2B buyer insight is more-pervasive, more real-time and more-accessible via ‘the cloud,’ and marketers must learn to leverage this dynamic asset.
  • “Our role as marketers must focus more than ever on delivering leadership and visibility to help our organizations tune their demand generation machines and to ensure tight coupling with revenue outcomes.”

I also have embedded in this post a link to my Dreamforce interview w/ the DreamSimplicity video crew in which I talk more about the new impetus for ‘marketing in the cloud.’

Click here to read the full LBM DemandGen (r)Evolution post.

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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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