There's also a bit of product overlap between ExactTarget's and Salesforce.com's product line, such as in analytics, Pombriant added. "The question that keeps popping into my mind is why they didn't finish building out the suite themselves," he said. "For $2.5 billion you can hire a lot of people. Obviously they thought this was the best approach for them."
That said, "it's a quality acquisition," and an important move for Salesforce.com to make, Pombriant said. "Marketing is the tip of the spear in CRM these days."
Chris Kanaracus covers enterprise software and general technology breaking news for The IDG News Service. Chris' email address is Chris_Kanaracus@idg.com