Why Salesforce.com Acquires ExactTarget

On June 4, 2013 Salesforce.com announced that it has signed an agreement to acquire ExactTarget.

Salesforce.com has been the dominant CRM platform for a decade. It should be the leader in all aspects of customer interaction. But in recent years, it has fallen behind in supporting marketing activities that are increasingly customer-focused, rather than segment-focused. Marketing has gone digital and targeted.

Saleforce.com’s forays into social marketing solutions only partly fill the gap. What has been missing is the tools to create and execute personalized (targeted) campaigns.

Acquiring ExactTarget is a step in closing more of the gap.

Published by Sue Aldrich

As a leading authority on worldwide customer requirements, practices, technologies, and governance for personalization, Sue researches the technologies and practices that help marketers get the most useful content in front of customers at the right moment: recommendations, search, discovery, targeted marketing, and web content management. Aldrich is an expert on optimizing the methods that help customers find what they need to make buying decisions and/or to solve problems. She helps clients develop personalization, marketing, discovery, and content management practices that will engage customers and improve results.

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