Oracle, at Oracle Open World, has released their 18th version of CRM On Demand. This product integrates their Market2Lead acquisition, made in May of this year. It closes the gap between marketing and sales – and unifies the end-to-end life-cycle management of leads, including their nurturing track. Marketing and sales managers now can share KPIs and understand how lead generation and nurturing activities directly affect the outcome of sales.
The solution enables multitouch point marketing campaigns to be designed and executed. You can create personalized microsites and landing pages. There are robust analytics to measure their effectiveness, as well as progressive profiling capabilities that allow the company to gather more information about a lead at every step of the marketing and sales cycle. Basically, it adds the full marketing automation capabilities to the product suite. And it's attractively priced compared to having to buy seats from a standalone marketing automation vendor to access these capabilities.
My take: It’s a feature hole that had to be plugged, and it's priced well for adoption.