A quick glance at Forrester Research’s new Customer Services Insights Report includes an interesting note about PossibleNOW. Analyst Fatemeh Khatibloo writes: “Responsys, the email marketing vendor (recently acquired by Oracle), has partnered with preference management vendor PossibleNow; the deal wins the latter trusted access to the former’s extensive client roster, while giving Responsys credibility to start pitching non-email multichannel services to existing and prospective clients.” It’s a sharp observation and we welcome the attention Forrester brings to what has been a very successful partnership. But a closer read of the full report offers something even more important – clear validation that no single marketing vendor, no matter how large, can truly deliver everything a CMO needs in today’s marketplace. Not even close. “You still need a multitude of vendors, but choose wisely,” the report declares. It goes on to talk about RFPs organized around specific needs, managing a constellation of providers and making sure you work with partners that specialize instead of generalize.
Bottom line: niche players are critical and the behemoth, turnkey solutions remain weak on critical engagement and personalization functions. We couldn’t agree more.
About the Author:
Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
Labels: customer services insights, fatemeh khatibloo, forrester, forrester research, oracle, possiblenow, preference management, responsys