A developer ecosystem? Marketing through digital channels? It’s a bit of a shift for IBM, whose technologies typically require heavy customization. But as – cue that famous Forrester report – CMOs become the chief buyers of tech, IBM needs to make its products more accessible.
Salesforce, Oracle and especially Adobe all push a platform model. IBM is different, traditionally focusing on tools that, through heavy customization, can be bolted together. Yes, IBM has a marketing cloud, at least by name. But while competing clouds represent an entire portfolio, IBM’s marketing cloud is essentially a tool within a larger umbrella of marketing tech.
Strictly speaking, IBM’s cloud-based marketing stack centers around email marketing inherited from Silverpop and mobile push messaging inherited from Xtify. There’s also, within the marketing cloud, Journey Designer – analogous to Salesforce’s Journey Builder tool. Other applications often associated with IBM’s marketing cloud, such as IBM Digital Analytics and an ecommerce platform through WebSphere Commerce, are actually separate portfolios.
What is taking them so long?