Responsys Integrates With Salesforce.com CRM Platform

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Responsys plans to announce this week a deal with Salesforce.com to integrate Responsys' e-mail services with Salesforce.com's customer relationship management platform.


The integration will allow Salesforce.com customers to create, manage and track Responsys e-mail campaigns from the Sforce platform. The use of the Responsys Interact Connector means users will not need to transfer data back and forth between different systems. Responsys plans to announce the partnership tomorrow at Salesforce.com's Dreamforce 2004 user development conference in San Francisco.


Scott Olrich, chief marketing officer for San Francisco-based Responsys, said the integration is the first step in the further automation of e-mail marketing. For example, a business will be able to set business rules to personalize marketing messages to sales prospects tied to where they are in the sales cycle.


"The big theme is automation," he said. "That's a big driver behind this. I think it's going to be a big theme in 2005."


The Salesforce.com deal targets business-to-business sales organizations, allowing sales teams to gain better insight into marketing metrics. Responsys has struck similar deals on the consumer side, including an integration arrangement with Web analytics company Coremetrics that allows users to trigger e-mail campaigns based on Web site behavior.


Olrich said four customers have signed up to use the new joint service, including Silicon Graphics and Gomez. Responsys and Salesforce.com plan to sell the joint offering to both of their client bases.


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