When I went to college I learned from Philip Kotler and the five Ps of marketing – product, promotion etc
In recent years, it has evolved to the 5 T’s of Marketing. Marketing is all about technology. If you look at the sentiment analysis and social analytics Salesforce and Oracle have been investing in, if you look at customer experience management Baynote and the digital “body language” eloqua facilitate, there has been a redefinition of the CMO role in the last few years, Enough for some analysts to predict the CMO will spend more on technology than the CIO in a few years.
With that backdrop, it’s good to see Infor acquire a firm it has been partnering with, Orbis Global. Infor, of course, also owns E-piphany, which over a decade ago was founded on the principle that CRM should not just be about sales and service, but also marketing. The marketplace increasingly agrees.