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Oracle pushed harder into the sales automation market this week with the introduction of Fusion Marketing. The new product debuted with a webcast by chairman Larry Ellison who declared most sales automation tools don’t offer enough.

Market leader Salesforce, he said, “is sales automation but it doesn’t automate selling”/  Oracle’s new entry, the company said, automates lead generation and qualification.  Marketing scores leads and determines “Which leads are high quality, which leads do you turn over to sales people,” Ellison notes. That analysis is performed across all campaign channels. The new product, part of Oracle Advertising and CX, works with other applications, qualifying account level interest by aggregating engagement information from people at the same company. A company can pick a product or service for a campaign and import contacts from other CRM systems. It will generate a highly targeted audience profile and recommend the best reference stories based on the campaign and customer industry. Fusion Marketing offers a single users interface across all campaign assets and also enables users to set up advertising budgets, start and end dates and to launch their campaign, while a prebuilt dashboard monitors results.

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