Trends Report

Acquisitions: Another Disruptive Force For Marketing Technologists

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

July 12th, 2011
Robert Brosnan, null
Robert Brosnan
With contributors:
Dave Frankland , Suresh Vittal , Molly Murphy

Summary

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.

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