Salesforce.com's Marketing Cloud offering, which incorporates Radian6 and Buddy Media, might change the company's own marketing-business model, Toby Wolpe writes. "Now that marketing is part of the supply chain, it seems fairly clear that the kind of people who are likely to sign the check for this kind of stuff are not the head of sales, not the COO and probably not the CIO either -- most likely it's the CMO. Salesforce needs to reach out to those and that's new territory for them to some extent," says Philip Carnelley of Pierre Audoin Consultants.

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