“Responsys, the email marketing vendor
(recently acquired by Oracle), has partnered with preference management vendor
PossibleNow; the deal wins the latter trusted access to the former’s extensive
client roster, while giving Responsys credibility to start pitching non-email
multichannel services to existing and prospective clients.”
It’s a sharp observation and we welcome the
attention Forrester brings to what has been a very successful partnership. But
a closer read of the full report offers something even more important – clear
validation that no single marketing vendor, no matter how large, can truly
deliver everything a CMO needs in today’s marketplace. Not even close.
“You still need a multitude of vendors, but
choose wisely,” the report declares. It goes on to talk about RFPs organized
around specific needs, managing a constellation of providers and making sure
you work with partners that specialize instead of generalize.
Bottom line: niche players are critical and
the behemoth, turnkey solutions remain weak on critical engagement and
personalization functions. We couldn’t agree more.
About the Author:
Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
Follow me on Twitter: @ScottFreyPN | Connect on LinkedIn: Scott Frey
No comments:
Post a Comment