Magazine article CRM Magazine

A Look at Oracle's New Direction

Magazine article CRM Magazine

A Look at Oracle's New Direction

Article excerpt

WHAT'S GOING ON at Oracle? The company has made a slew of acquisitions, especially in the software-as-a-service (SaaS) and social media markets, during the past three years, leaving many in the industry to question its strategy and how it will integrate all of its newly acquired products.

The editors of CRM magazine were given the opportunity to investigate the issue when we were invited to interview Oracle President Mark Hurd at his New York City office this summer, one day after the company's Experience Revolution Special Event. Naturally, we jumped at the chance.

Hurd joined Oracle in 2010 from HP, where, during his five-year tenure as president and CEO, he helped to make the struggling PC and printer provider financially solvent. While Oracle didn't hire him for a similar rescue mission--the company was doing quite well, financially, when he joined--his role would be to help Oracle navigate a new course. In fact, one of our questions for him was about how the role of leaders in today's challenging business environment has changed, if at all.

In our exclusive interview with Hurd, which prompted our cover story "The Need for Change" (page 19), he tells CRM magazine, "The CEO stuff is tough stuff. What CEOs work on are typically three things: Get the strategy right. Get the operating model around the strategy right. Get the people right. If you get those three things right, typically good things will happen."

For the cover story, our editors focus on the first part--Oracle's strategy. As for its newly acquired products (see the timeline "Major Milestones" on page 20) and how Oracle plans to integrate them, his answer was the long-awaited Fusion Applications, which was announced at the Oracle OpenWorld conference last year.

Some industry experts are impressed with what they're seeing so far. "Their Fusion strategy has some real advantages," says Eric Pozel, president of consultancy CRM Northwest. …

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