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For Customer Insights Professionals

Acquisitions: Another Disruptive Force For Marketing Technologists

How M&A Activity Brings Pain And Opportunity To CI Professionals

July 12, 2011

By Robert Brosnan with Dave Frankland, Suresh Vittal, Michelle Dickson

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Why Read This Report

In recent months, Customer Intelligence (CI) professionals witnessed a spate of acquisitions that have forever altered the landscape of marketing technology suites and analysis tools. Such consolidation forces change across the board, making it necessary for providers to adapt in order to stay competitive and produce comprehensive offerings. But changes aren't limited to technology and vendors. Acquisitions change how marketing software is acquired, with whom CI professionals must collaborate, and what executives might expect from CI teams.
Tags: Customer Intelligence Strategy and Process, Marketing Automation, Marketing Measurement, Mergers & Acquisitions, Online Marketing Technology, Technology Product Strategies
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