Building The Marketer’s Platform: Marketo and the Marketing Cloud [VIDEO]

Posted: October 17, 2012 | B2B Marketing, Revenue Performance, Revenue Performance Management

Well, it’s been a busy couple of weeks for us here at Marketo! I’ve (almost) recovered after a massive Marketo presence at Dreamforce with our friends at salesforce.com. One of the headlines from Dreamforce was obviously salesforce.com’s launch of their Marketing Cloud.

There is a clearly a broad market realization afoot that the CMO and the marketing organization need their own platform. Every other department in an organization has its own and Gartner has famously proclaimed that by 2017 the CMO is going to spend more on technology than the CIO.

At Marketo, we’ve been growing rapidly, filling this need for marketers as their core marketing software engine – covering all components from inbound marketing, to email marketing, to segmentation, to social marketing, to lead scoring and nurturing automation – and their database of record tracking activities across all of those channels. I got a lot of questions at Dreamforce about how we fit in with the Marketing Cloud. Given that salesforce.com’s Marketing Cloud is focused on social marketing, as it works to combine their Radian6 and Buddy Media capabilities, the Marketo execution platform represents a perfect complement and integrates Salesforce’s social applications as one channel.

I discussed all this and more in this interview with salesforce.com’s Aaron Farley. Check it out. The time for the marketer’s platform has arrived.

Watch my interview with salesforce.com’s Aaron Farley now!

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http://twitter.com/samweber samweber

Nice post & interview Phil. I’d agree that Marketers need a dedicated platform and solution set, but I’d argue that the sales user is still largely left out in the cold by most of the current systems. Traditional CRM is not built for a sales user (the folks who actually GENERATE revenue) but for sales/executive management. Everyone needs it, must use it, but pretty much deplore it. Most marketing platforms offer basic (if any) sales user capabilities. We at Genius/LeadRocket take a different approach that offers truly sales user focused marketing solutions, giving sales users tools that actually help maximize their current pipe, generate more on their own and reach into every channel to do it. BTW – there is a minor typo in your post; “Gartner” is misspelled.
Jonathan

I find a lot of uncertainty in terms of where Salesforce are heading with the Marketing Cloud platform vs. Marketo’s road-map. Today the boundaries are clear and that’s what makes it difficult for us in Marketing to deal with when we are limited with resources. Maintaining two platforms that (currently) have no integration will be hard mostly on the ability to analyse and report, providing management the ability to understand success, failures, capacities etc. and take decisions. Think of the value we would get if we were able to include the insights we get from Radian6 into our Marketing Automation…
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Phil is a Silicon Valley veteran, with 30 years of experience (including a couple of successful IPOs) in building and managing breakout technology companies. He is author of Revenue Disruption, published by John Wiley and Sons, has been named one of the "50 Most Influential People in Sales Lead Management" three years running and a BtoB Magazine “Who’s Who” in Demand Generation in both 2010 and 2011.

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