To help marketers execute campaigns that generate highly qualified sales opportunities and accelerate deal cycles, Oracle has announced Oracle Fusion Marketing.
Part of Oracle Advertising and CX, Fusion Marketing enables marketers to easily create campaigns that span traditional marketing and advertising channels, and is the first marketing automation solution that is engineered to bypass the entire lead qualification and conversion process.
Fusion Marketing uses artificial intelligence (AI) to automatically score leads at the account level, predict when consumers are ready to talk to a salesperson, and generate a qualified sales opportunity in any CRM system.
“It is time for our industry to think differently about marketing and sales automation so that we can transform CRM into a system that actually works for both the marketer and the salesperson,” said Rob Tarkoff, executive vice president and general manager, Oracle Advertising and Customer Experience.
“This is not about forecasts and rollups or a reporting tool to see how the sales force is performing, but instead about turning CRM into a system that helps sellers sell. A huge part of that change is bringing marketing and sales teams together and eliminating the low-value, time consuming tasks that distract from building customer relationships and closing deals. That’s why we have invested so much time engineering a system that will help marketers fully automate lead generation and qualification and get highly qualified leads to the sales team faster.”
“Customer experience is so critical to customer acquisition and lifetime value that sellers can no longer afford to optimize customer touchpoints independently. The new challenge is to provide seamless continuity across the entire front office, which requires an infrastructure based on connected clouds,” said Gerry Murray, research director, IDC. “Fusion Marketing builds on Oracle’s engineering history and is a good fit for those looking for a suite of pre-integrated experience capabilities that sits on top of a complete cloud stack.”