This is a great example of aligning sales and marketing – working with sales, marketers will be able to follow simultaneous marketing campaigns and to ascribe credit to the specific campaigns resulting in a sale, transaction or a conversion.
Marketers should be all over this and sales should be demanding more campaigns. Even without the robust salesforce.com element, Marketers should be ecstatic about Omniture’s acquisition of Offermatica last week – that is also sure to be a great marriage of web analytics and multivariate testing. Companies that don’t have these types of tools will be surprised when they find out they are being outmaneuvered by competitors that do. This marriage of capabilities allows SMBs a better C4ISR Marketing capability and should get Marketers a little more respect from Sales.