Oracle has announced Oracle Fusion Marketing, helping marketers execute highly qualified campaigns.
As part of Oracle Advertising and CX, Fusion Marketing enables marketers to create campaigns spanning traditional marketing and advertising channels. It’s the first marketing automation solution engineered to bypass the entire lead qualification and conversion process. Fusion Marketing uses AI to score leads at the account level automatically, predict when consumers are ready to talk to a salesperson, and generate a qualified sales opportunity using any CRM system.
CRM is a system both sellers and marketers love to hate due to disconnected workflows, manual administration and siloed data, often preventing sales and marketing teams from working with each other.
Oracle says that because of this, most salespeople’s experience is that their CRM system doesn’t help them sell. This disconnect between sales and marketing teams is a growing challenge as the B2B buying process becomes more complex. Customers and prospects are now interacting with organisations across an increasingly broad range of digital channels. Buyer expectations are growing. The need to access information at any time means much of the purchasing decision is now made before a salesperson is engaged.
“It’s time for our industry to think differently about marketing and sales automation, so we can transform CRM to work for both the marketer and the salesperson,” says Oracle executive VP and general manager,…