http://itknowledgeexchange.techtarget.com/voices-of-crm/is-ibm-delving-deeper-in-to-crm/ A SearchCRM.com blog covering the latest CRM news and trends. Tue, 28 Feb 2012 21:25:36 +0000 hourly 1 http://itknowledgeexchange.techtarget.com/voices-of-crm/is-ibm-delving-deeper-in-to-crm/#comment-65 Draab Tue, 17 Aug 2010 15:44:29 +0000 http://itknowledgeexchange.techtarget.com/voices-of-crm/?p=410#comment-65 IBM was asked that very question on the analyst call relating to the acquisition, and they were quite clear that the answer is no. They made a primary distinction between “transactions” as processed in CRM and “intelligence” as provided by Unica. On the other hand, they also cited their existing Web products, some of which manage customer transactions in the same way as a CRM system. They seem to see marketing automation as an opportunity to sell to a new group of customers, Chief Marketing Officers, who are quite different from the buyers of CRM systems. Apparently they think that the services revenue associated with marketing automation implementations will generate enough revenue to make the Unica acquisition worthwhile, and/or that marketing automation will pull through sales of other IBM products and services such as Web systems. I wrote about this at more length as http://bit.ly/bqYZMU

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