Overcoming challenges with integration is no easy feat. Data driven by SaaS, Cloud Computing and Mobility results in an abundance of customer information. The challenge no longer lies in obtaining buyer information, but in integrating all of the data endpoints.
Integration across disparate systems is crucial to better understand customers, observe behavior, analyze data and create the optimal customer experience. However, not all marketing tools are designed to communicate with others. A whopping 500 billion dollars a year is spent trying to solve this problem.
Crimson Marketing, experts in marketing technology, sat down with MuleSoft’s Mahau Ma, VP of Marketing to chat about this problem and how it manifests itself:
MuleSoft for example, uses over 100 SaaS applications, a website on Drupal, a blog on WordPress, interactions though Marketo and Salesforce, a content engine on Insightera, and customer forums, to name just a few demand generation tools.
Retail “Omni Channel” operations: A company might have SAP at the core, legacy EDI systems, modern API technologies, social marketing channels, mobile channels, an E-commerce engine, a payments engine and interactions in a brick and mortar store as individual components of their product marketing machine.
The Healthcare industry: Having a 360° view of the buyer can literally be a matter of life and death. Ma details a case where his top five Pharma clients had to maintain product marketing data from over 8,000 websites, social channels, mobile apps and physician channels to ensure not only a great buyer experience and optimized demand generation, but also to avoid potentially fatal errors.
We are sitting at the precipice of a data-driven era. With billions of devices joining the vast Internet of Things every year, unfathomable amounts of information generated from every activity and interaction a customer performs, and multiple platforms across which all of this data needs to be shared, the connected world is at our fingertips. But will you be able to harness this power? Will you be part of the connected world?
Next generation businesses will know every touchpoint. They will automate processes. They will use IT to open new revenue channels. They will have a single view of the customer. They will harness data to empower the business. They will be a connected enterprise.
Top business drivers across organizations manage IT projects that include SaaS to SaaS and SaaS to on-premises integration requirements. In the past, many of these businesses were able to overcome their integration challenges by implementing custom point-to-point integration. Now however, with more and more applications and data being run and managed in the cloud, point-to-point integration can’t keep up with business demands.
Selecting an integration technology to replace point-to-point integration, whether it be a tool or a complete platform, plays a critical role in the success of your business. Businesses should carefully consider a solution to solve SaaS and SOA IT projects, making sure all integration needs are met.
We are all very proud to announce that Mule’s December 2013 release shipped with a major leap forward feature that will massively change and simplify Mule’s user experience for both SaaS and On-Premise users. Yes, we are talking about the new Batch jobs. If you need to handle massive amounts of data, or you’re longing for record based reporting and error handling, or even if you are all about resilience and reliability with parallel processing, then this post is for you!
Lack of Connectivity Limits Marketing and Sales Engagement with Customers
As more companies adopt SaaS sales and marketing applications, SaaS providers are under the gun to create and offer functionality that supports the business process and automation requirements of these individual and sometimes silo teams. In any given organization, sales and marketing use upwards of 10 – 15 applications to engage, onboard and maintain customer interactions. Believe it or not, here at MuleSoft our marketing and sales teams use over 30 different applications. Yes 30, and we have less than 30 people in our marketing organization! Sample applications include, HootSuite, Google Apps, Confluence, Yammer, Salesforce, SurveyMonkey, WebEx Events, Eventbrite, Cloud9 Analytics, KISSmetrics, Google Adwords, GetSatisfaction and the list goes on. Each of these applications are used to engage the customer in a different stage of the buying process:
In 2013, SaaS, Mobile and Big Data (the ‘Big 3’) have moved on from visionary ideas well into disruptive realities impacting IT. IT is no longer in denial, as they were for much of the last decade, and in fact are “leaning in” on all fronts. According to CIO Magazine’s 2013 CIO survey, more IT organizations are focusing on building better relationships with the lines of business, and are raising their game and engagement into LOB projects, particularly around SaaS selection, implementation, and integration.
Jason Mondanaro is the Director of Product Management at MetraTech, the leading provider of agreements-based billing, commerce and compensation solutions. As the leader of their SaaS billing product line Metanga, Jason works very closely with customers and engineering to develop best of breed billing applications for their diverse and growing customer base.
Last week we sat down with Jason to discuss the challenges the Metanga team encountered around SaaS integration, and the benefits they’ve seen to date working with MuleSoft as a strategic SaaS partner. As you’ll discover from our conversation below, many times the product or engineering leaders within enterprise software companies choose to build a ‘whole’ product themselves. Learn why Jason has a different opinion, and the strategic thinking that lead Metanga down the SaaS partnership route.
Mario DeSousa is the lead SaaS Architect at MetraTech, the leading provider of agreements-based billing, commerce and compensation solutions. From the UI to the API, Mario is a key evaluator for technology and architecture decisions related to Metanga, MetraTech’s SaaS billing engine.
Last week we sat down with Mario to learn more about the technical criteria he evaluated CloudHub against, and the internal benefits that the engineering and product teams have seen to date as a part of the SaaS integration partnership. The integration app model powered by CloudHub not only passed Mario’s technical evaluation criteria, but it’s safe to say, it blew him away. Read on to find out why.