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Oracle announces next gen Fusion Sales

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Oracle has announced the launch of the next generation of AI-powered Oracle Fusion Sales as part of Oracle Fusion Cloud Customer Experience. Fusion Sales generates automatic recommendations for the last steps to closing deals, including quotes and proposals.

EVP and general manager of Oracle CX Rob Tarkoff described Fusion Sales as the second deliverable on Oracle’s marketing and sales strategy following the launch of Oracle Fusion Marketing in September 2021. “This next generation selling system takes those conversion-ready opportunities and guides sellers through the sales process to maximize the likelihood of closing a deal faster,” said Tarkoff. “By automating mundane tasks and using AI to guide the entire sales and marketing journey, from beginning to end, Oracle Fusion Sales gives sales teams a CRM that is built to make them sell.”

Screenshot courtesy Oracle.

Read next: Oracle Fusion Marketing reduces the role of traditional CRMs

From Fusion Marketing to Fusion Sales. We asked Katrina Gosek, VP Oracle CX product strategy and marketing how Fusion Sales connects with Fusion Marketing. “We’re thinking across application boundaries, across departmental boundaries,” she said. Fusion Marketing is geared to generate, not just leads, but conversion-ready opportunities based on prospects’ interactions with campaigns, and pushes them to CRMs for action.

“Now we’re picking up where that piece left off with the second chapter of the story, Fusion Sales, which takes those opportunities and essentially choreographs a flow to bring those to deal close,” she explained.

Dissatisfaction with existing CRMs. Oracle Fusion Sales presents itself as a response to dissatisfaction with existing CRM systems. A recent report sponsored by Oracle found 27% of sellers saying they have too many manual tasks that get in the way of selling and 50% saying their organization lacks sales processes and/or the technologies that support them.

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“CRM is more than just a glorified Rolodex these days,” said Gosek. “We have automation and AI capabilities; but it’s still a fact that a lot of these tools aren’t used optimally. A lot of sales reps are still left piecing data around customer engagement themselves.” Sales reps are still using instinct and intuition, rather than AI, to tell them what they should be doing, she said.

“Let the system, let the CRM focus them on the right opportunities, leveraging artificial intelligence on which opportunities have the highest propensity to close,” she continued. “We have all that data; we can feed it to the ML algorithms, so why not? We’re focusing sales reps on the right data, then putting them on a predictable path through that data so they can get more intelligent proposals and quotes in front of customers, have the right content to put in front of customers and engage with customers in a more meaningful fashion.”

Without naming the obvious competitor, Gosek sought to differentiate Oracle’s offering. “The challenge with traditional CRMs,” she said “is that you have hundreds of fields, hundreds of forms, so much data coming at the sales rep that it’s almost overwhelming. Our new user experience is one of the most differentiating elements of this new Fusion Sales experience.”

The interface, said Gosek, surfaces the information a sales rep should be presenting to a customer. “It’s giving you all kinds of information, but in a very uncluttered and simplified fashion.”

1658853673 329 Oracle announces next gen Fusion Sales
Screenshot courtesy Oracle.

Why we care. With this announcement, Oracle extends its strategy of encroaching on the enterprise CRM space dominated by Salesforce. Oracle Fusion Marketing appropriated almost the entirety of the customer journey leaving only the final stages of proposal, quotes and closings to the CRM. Oracle Fusion Sales seeks to automate those final stages, reducing manual tasks for sales reps and replacing them with a predictable route to closure.

For several years, Oracle has vied with SAP for second place in the enterprise CRM market — but it’s been a distant second place. Fusion Sales shows that Oracle has a long-term strategy to chip away at Salesforce’s lead.


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About The Author

Are you using no code tools

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

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