Oracle buying marketing software vendor Responsys for $1.5 billion

The marketing software market is heating up as CMOs get IT purchasing power

By , IDG News Service |  Software, Marketing, marketing software

Given that Eloqua is primarily focused on business-to-business transactions, picking up Responsys and its business-to-consumer tools is "huge," said analyst Ray Wang, principal analyst, founder and chairman at Constellation Research. "Most vendors can only deliver one or the other."

Consolidation in the marketing software segment speaks to a broader issue, Wang added. "The challenge now is that large software companies are having a tough time building out innovation and a customer base so they are now buying that innovation, customer base, and culture," he said. "It's like Big Pharma buying out biotechs."

"The good news is most large software companies can't retain the stars so there's always the opportunity to create another startup," Wang added.

Chris Kanaracus covers enterprise software and general technology breaking news for The IDG News Service. Chris' email address is Chris_Kanaracus@idg.com

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