I was readingLaura Ramos’ blog on marketing to buyers “in the cloud” and, while this is a great post from many perspectives, there are quite a few details that are overlooked in the paradigm shift of having marketing (and not only marketing) purchase applications in the cloud.
“Buyers get the benefits of using your technology without worrying about the technical details as much as they would if they implemented software inside their data centers.”
While I highly agree with this, bypassing IT sets marketing up for an interesting operational challenge.Who is charge of setting up and running the integration between these disparate systems and the business CRM? And are those folks included in the conversations that lead up to the purchase?
The only way to make sure that a few new cloud purchases are worth more than the sum of the parts is through smart integration.