What is Happening?
During Marketo’s 3-day Marketing Nation Summit in San Francisco this week, Saugatuck noticed several developments that attest to the rapidly-growing influence of Marketing as a locus and shaper of Cloud Business and the growing shift toward “digital business” strategies.
The event drew 6,000 attendees this year, up from 2,500 in 2013. Marketo itself introduced a slew of updates and changes, including an updated user interface, new real-time personalization capabilities for websites, and a new dashboard view that can become a portal for other applications in the Marketo partner ecosystem.
It was clear that Marketo and its partners are intent on expanding their audience beyond the core technology and startup businesses that have been their earliest adopters to include larger and more traditional types of enterprises, including Kaiser Permanente, CA Technologies, and General Electric (GE) – with GE CMO Beth Comstock keynoting on the third day of the event.
The scope of Marketo’s ecosystem is also growing rapidly to include numerous integrations, applications, analytics solutions, data analytics platforms, etc. “Marketing is a team sport” was a mantra oft-heard in presentations, and Marketo’s partner network was no exception, with many vendors offering services to help expand the capabilities of Marketo’s core service, as well as to tie Marketo data together with CRM systems such as Salesforce. Continue reading
Saugatuck just returned from Workday Rising in San Francisco, which included not only one day at the conference but a second full day of briefings / presentations as part of their analyst Tech Summit. Overall, we came away with a strong sense that Workday is well on its way to fulfilling expectations being established with their amazing marketcap valuation since going public last year ($13.3 billion – or roughly 30X current fiscal year revenue estimates).
Relocating the event to the Moscone Center was a good move this year. We had a chance to talk with more than a dozen clients and prospects on Tuesday (among the 3,500 attendees – up from 1,900 in 2012), and universally walked away from the discussions with the kind of “satisfied / happy & eager to do more” attitude most notably found at Dreamforce events that we regularly attend. But the big difference here is that this was an audience of predominantly HR, Finance and IT execs – versus your average upbeat Sales & Marketing execs.
Find below some of the key takeaways that we came away with from the event: Continue reading
What is Happening?
This week, Saugatuck research executives found themselves participating in three, simultaneous industry events shaping the world of Cloud IT and business. CEO Bill McNee and SVP Bruce Guptill sat down with key executives (including C-level meetings) at SAP Sapphire in Orlando; VP Mike West met with company leaders and users at ServiceNow’s Knowledge12 conference in New Orleans; and VP Charlie Burns took part in IBM’s invitation-only Cloud Innovation Forum in Chicago. It’s been a Cloudy week for Saugatuck, in other words.
The net takeaway from all three events, including dozens of discussions with provider and customer leaders, is thatthe religious wars and mystery about what Cloud is all about is clearly gone. The critical questions for providers and user enterprises have shifted from “What is it” and “Why should we?” to “When should we?” to “How do we?” Continue reading
Day Two at Knowledge12 brought me into closer contact with ServiceNow’s founder Fred Luddy and CTO Arne Josefsberg, as I sat down after the keynote for one-on-one meetings that brought the company’s key strategies into clearer focus. The Luddy keynote was instructive, too, revealing the company founder to be a true techie, who can deploy ServiceNow solutions and program an airline tracking program in real time. However, the most essential message from ServiceNow concerned the importance of the customer.
All three key trends in the ServiceNow portfolio of offerings are the direct outgrowth of customer requests:
After sifting through all my notes from sessions, emails, in-person meetings, the blogosphere and twitter, since Monday, here’s my net take on SAP, and the Sapphire event – the detailed version will be available to Saugatuck CRS clients in a Strategic Perspective to be published late tomorrow.
- SAP’s future business builds on HANA; HANA is at least as key to SAP’s future as R/3 was to its past. And the HANA strategy is all about Cloud. Continue reading
Saugatuck’s Bill McNee and Bruce Guptill participated in SAPs annual user group conference (Sapphire Now) conference this week in Orlando, Florida.
This blog post highlights Bill McNee’s top six takeaways from the event. For a companion blog post, see Sapphire 2012: SAP Betting the Ranch on the Cloud. On Friday, Saugatuck will publish a Strategic Perspective authored by Bruce Guptill that will provide a broader thematic view of what the event may mean longer-term.
- Cloud, Cloud, Cloud. With the acquisition of Successfactors, SAP has fully transitioned its vision and strategy, and has squarely put its chips down on the Cloud as foundational to the company’s future, as it now fully recognizes how significant the priorities of its business and IT customers have shifted. Continue reading