Salesforce and ExactTarget: a good combo, but not the end game of marketing technology – Chief Marketing Technologist

See on Scoop.itData Nerd’s Corner

It was a big week for marketing technology. Salesforce agreed to acquire ExactTarget (which had acquired marketing automation vendor Pardot less than a year ago) for a whopping $2.5 billion.

Carla Gentry CSPO‘s insight:

But this also accelerates the tempo of the musical chairs being played in this wave of consolidation. IBM nabbed Unica. Teradata nabbed Aprimo. Oracle nabbed Eloqua. And now Salesforce nabbed ExactTarget and Pardot. (I keep mentioning Pardot, because although their contribution to ExactTarget’s revenue may have been modest today, I believe their marketing automation capabilities are key to the company’s growth ahead.)

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