Marketing is possibly the only remaining major business function yet to revise its core processes to take advantage of IT that can cut time, costs, and improve the quality of its operation. Nevertheless with marketing automation there are huge untapped opportunities for business improvement, given marketing has a unique vantage point in any enterprise to understand the customer needs, buying behavior, and value perception.
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attempting to sell these based primarily on the integration of their limited functionality with the rest of their suites and a promise of deeper and complete functionality some time in the future. This category would include the likes Siebel Systems , Chordiant Software, Pivotal , E.piphany , Kana , Onyx , Amdocs, PeopleSoft , SAP , and Oracle . Incidentally, Applix , with its recent exit from the CRM market (see Will A Big Fish's Splash Cause Minnows' Flush Out Of The CRM Pond? ), may exemplify the dark