Tag Archives: potential

Adobe acquisition of Marketo could shake up industry

The potential Adobe acquisition of Marketo could unsettle the customer experience software market and give Adobe, which is mainly known for its B2C products, a substantial network of B2B customers from Marketo.

Adobe is in negotiations to acquire marketing automation company Marketo, according to reports.

“It’s a trend that B2B customers are trying to become more consumer-based organizations,” said Sheryl Kingstone, research director for 451 Research. “Marketo is maybe throwing in the towel in being a lead marketing vendor on its own.”

But, reportedly, talks between Adobe and Marketo’s holding company may not lead to a deal.

Ray Wang, founder of Constellation Research, said leaks could be coming from Vista Equity Partners Management, which bought Marketo in 2016 and took the company private, in the hopes of adding another bidder to the race to acquire Marketo.

“If people think Adobe would buy Marketo, maybe it would get SAP to think about it,” Wang said. “The question is, who needs marketing automation or email marketing? And when you think about the better fit at this moment, it’s SAP.”

When reached for comment, Adobe declined, adding that it does not comment on acquisition rumors or speculation.

Adobe expanding to B2B

Marketo said it had roughly 4,600 customers when it was acquired by Vista Equity. It’s unclear whether Adobe and Marketo have much overlap between customer bases, but there could be product overlap between the software vendors.

Marketo is maybe throwing in the towel in being a lead marketing vendor on its own.
Sheryl Kingstoneresearch director, 451 Research

Adobe has its Marketing Cloud system, and both vendors offer basic martech features, like lead scoring, lead segmentation, web tracking, SMS marketing, personalized web content and predictive analytics. But an Adobe acquisition of Marketo would allow Adobe to expand into a wider B2B market, while allowing Marketo to offer its users the ability to market more like a B2C vendor using Adobe’s expertise.

“It’s a huge benefit for Marketo when you look at Adobe,” Kingstone said.

“Marketo has struggled in a B2B sense when its customers try to implement an ABM [account-based marketing] strategy,” she said.

Despite any potential overlap with its own products’ marketing capabilities, Adobe could find the chance to break into a pool of nearly 5,000 B2B customers compelling.

“There’s a lot of value in Marketo, and Adobe has been gun shy about entering B2B,” Wang said.

Adobe’s alliance

If the Adobe acquisition reports turn out to be accurate, it would amplify what has already been a busy year for the vendor. In May, Adobe acquired commerce platform Magento for a reported $1.7 billion.

A Reuters report about the Adobe acquisition of Marketo said likely prices will well exceed the $1.8 billion that Vista paid for Marketo when it took Marketo private.

Over the past few years, industry-leading companies in the CRM and customer experience spaces have sought to build alliances with other vendors.

Adobe and Microsoft have built a substantial partnership and have even gone to market together with products, while Salesforce and Google unveiled their partnership and product integrations last year at Salesforce’s annual Dreamforce conference.

Marketo has been one of the few major martech vendors without an alliance. Combining its technologies with Adobe’s creative suite and potentially Microsoft’s B2B breadth could make a significant imprint on the industry.

“If this is real, then it means Adobe has gotten serious about B2B,” Wang said.

Editor’s note: TechTarget offers ABM and project intelligence data and tools services.

Revenue ops main theme at Ramp by InsightSquared conference

Customers, potential customers and partners of InsightSquared Inc. gathered in Boston for two days for Ramp 2018, the dashboard and reporting software vendor’s second annual conference. The Pipeline podcast was there to take in the conference festivities.

Revenue ops was among the main topics discussed at Ramp, with keynotes and conversations dedicated to the idea of bringing together marketing, sales and service departments to improve ROI and revenue.

To help companies with that objective, InsightSquared also unveiled a new set of marketing analytics tools that may help companies uncover insights within the marketing process, including marketing attribution, demand management, and planning and analysis.

“There’s a natural tension between sales and marketing,” said Matisha Ladiwala, GM of marketing analytics for InsightSquared, on the conference stage. Ladiwala ran through a demo of some of the tools’ capabilities before two InsightSquared customers spoke about using the marketing analytics tools.

One of Ladiwala’s demos showed a dashboard that united data from the sales and marketing departments and determined how quickly sales followed up on leads and how many leads were making it into the funnel. This revenue ops approach is beneficial to companies that have traditionally used a more manual, time-intensive approach to reporting, according to InsightSquared.

Aggregating information from areas was very manual and time-consuming.
Guido BartolacciNew Breed

One InsightSquared user, Guido Bartolacci, manager of acquisition and strategy at New Breed, an inbound marketing and sales agency, told conference attendees: “Aggregating information from areas was very manual and time-consuming.”

By using InsightSquared’s new marketing analytics tools while in beta, the marketing and sales agency was able to pull together data from multiple sources quickly and with more insight, Bartolacci said.

Beyond discussing the revenue ops-focused conference, this Pipeline podcast also touches on some of the other speakers at Ramp, including Nate Silver, data scientist and founder of the FiveThirtyEight blog, and TrackMaven CEO Allen Gannett, who gave a lively, entertaining keynote on creativity.

AIOps platforms delve deeper into root cause analysis

The promise of AIOps platforms for enterprise IT pros lies in their potential to provide automated root cause analysis, and early customers have begun to use these tools to speed up problem resolution.

The city of Las Vegas needed an IT monitoring tool to replace a legacy SolarWinds deployment in early 2018 and found FixStream’s Meridian AIOps platform. The city introduced FixStream to its Oracle ERP and service-oriented architecture (SOA) environments as part of its smart city project, an initiative that will see municipal operations optimized with a combination of IoT sensors and software automation. Las Vegas is one of many U.S. cities working with AWS, IBM and other IT vendors on such projects.

FixStream’s Meridian offers an overview of how business process performance corresponds to IT infrastructure, as the city updates its systems more often and each update takes less time as part of its digital transformation, said Michael Sherwood, CIO for the city of Las Vegas.

“FixStream tells us where problems are and how to solve them, which takes the guesswork, finger-pointing and delays out of incident response,” he said. “It’s like having a new help desk department, but it’s not made up of people.”

The tool first analyzes a problem and offers insights as to the cause. It then automatically creates a ticket in the company’s ServiceNow IT service management system. ServiceNow acquired DxContinuum in 2017 and released its intellectual property as part of a similar help desk automation feature, called Agent Intelligence, in January 2018, but it’s the high-level business process view that sets FixStream apart from ServiceNow and other tools, Sherwood said.

FixStream’s Meridian AIOps platform creates topology views that illustrate the connections between parts of the IT infrastructure and how they underpin applications, along with how those applications underpin business processes. This was a crucial level of detail when a credit card payment system crashed shortly after FixStream was introduced to monitor Oracle ERP and SOA this spring.

“Instead of telling us, ‘You can’t take credit cards through the website right now,’ FixStream told us, ‘This service on this Oracle ERP database is down,'” Sherwood said.

This system automatically correlated an application problem to problems with deeper layers of the IT infrastructure. The speedy diagnosis led to a fix that took the city’s IT department a few hours versus a day or two.

AIOps platform connects IT to business performance

Instead of telling us, ‘You can’t take credit cards through the website right now,’ FixStream told us, ‘This service on this Oracle ERP database is down.’
Michael SherwoodCIO for the city of Las Vegas

Some IT monitoring vendors associate application performance management (APM) data with business outcomes in a way similar to FixStream. AppDynamics, for example, offers Business iQ, which associates application performance with business performance metrics and end-user experience. Dynatrace offers end-user experience monitoring and automated root cause analysis based on AI.

The differences lie in the AIOps platforms’ deployment architectures and infrastructure focus, said Nancy Gohring, an analyst with 451 Research who specializes in IT monitoring tools and wrote a white paper that analyzes FixStream’s approach.

“Dynatrace and AppDynamics use an agent on every host that collects app-level information, including code-level details,” Gohring said. “FixStream uses data collectors that are deployed once per data center, which means they are more similar to network performance monitoring tools that offer insights into network, storage and compute instead of application performance.”

FixStream integrates with both Dynatrace and AppDynamics to join its infrastructure data to the APM data those vendors collect. Its strongest differentiation is in the way it digests all that data into easily readable reports for senior IT leaders, Gohring said.

“It ties business processes and SLAs [service-level agreements] to the performance of both apps and infrastructure,” she said.

OverOps fuses IT monitoring data with code analysis

While FixStream makes connections between low-level infrastructure and overall business performance, another AIOps platform, made by OverOps, connects code changes to machine performance data. So, DevOps teams that deploy custom applications frequently can understand whether an incident is related to a code change or an infrastructure glitch.

OverOps’ eponymous software has been available for more than a year, and larger companies, such as Intuit and Comcast, have recently adopted the software. OverOps identified the root cause of a problem with Comcast’s Xfinity cable systems as related to fluctuations in remote-control batteries, said Tal Weiss, co-founder and CTO of OverOps, based in San Francisco.

OverOps uses an agent that can be deployed on containers, VMs or bare-metal servers, in public clouds or on premises. It monitors the Java Virtual Machine or Common Language Runtime interface for .NET apps. Each time code loads into the CPU via these interfaces, OverOps captures a data signature and compares it with code it’s previously seen to detect changes.

OverOps Grafana dashboard
OverOps exports reliability data to Grafana for visual display

From there, the agent produces a stream of log-like files that contain both machine data and code information, such as the number of defects and the developer team responsible for a change. The tool is primarily intended to catch errors before they reach production, but it can be used to trace the root cause of production glitches, as well.

“If an IT ops or DevOps person sees a network failure, with one click, they can see if there were code changes that precipitated it, if there’s an [Atlassian] Jira ticket associated with those changes and which developer to communicate with about the problem,” Weiss said.

In August 2018, OverOps updated its AIOps platform to feed code analysis data into broader IT ops platforms with a RESTful API and support for StatsD. Available integrations include Splunk, ELK, Dynatrace and AppDynamics. In the same update, the OverOps Extensions feature also added a serverless AWS Lambda-based framework, as well as on-premises code options, so users can create custom functions and workflows based OverOps data.

“There’s been a platform vs. best-of-breed tool discussion forever, but the market is definitely moving toward platforms — that’s where the money is,” Gohring said.

How to know if, when and how to pursue blockchain projects

BOSTON — There is no shortage of blockchain platforms out there; the numbers now run in the dozens. As for enumerating potential blockchain projects, it may be easier to list the blockchain use cases companies are currently not exploring. Moreover, although blockchain’s approach to verifying and sharing data is novel, many of the technologies used in blockchain projects have been around for a long time, said Martha Bennett, a CIO analyst at Forrester Research who’s been researching blockchain since 2014.

Even the language around blockchain is settling down. Bennett said she uses the terms blockchain and distributed ledger technology interchangeably.

But the growth and interest in blockchain projects doesn’t mean the technology is mature or that we know where it is headed, Bennett told an audience of IT executives at the Forrester New Tech & Innovation 2018 Forum. Just as in the early days of the internet when few anticipated how radically a network of networks would alter the status quo, today we don’t know how blockchain will play out.

“It is still a little bit of a Wild West. I should clarify that and say, it is the Wild West,” she said. Additionally, no matter how revolutionary distributed ledger technology may prove to be, Bennett said “nothing is being revolutionized today from an enterprise perspective,” because distributed ledger technology is not yet being deployed at scale.

Dirty hands

Indeed, IT leaders have their work cut out for them just figuring out how these nascent distributed ledger platforms perform at enterprise scale, and where they would be of use in the businesses they serve.

“At this stage, you really need to open up the covers and understand what a platform offers and what is in there. You have to get your hands dirty,” she said.

Blockchain projects today are about “thinking really big but starting small,” she said. If what gets accomplished is “inventing a faster horse” — that is, taking an existing process and making it a bit better — the endeavor will help IT leaders learn about how blockchain architectures work. That’s important because it’s hard “to catch up on innovation,” she said. “If you wait until things are settled it may be too late.” 

While CIOs get up to speed, they also need to think about using blockchain to reinvent how their companies function internally and how they do business. “That is the big bang,” she said, but added it may take decades for blockchain to give birth to a new order.

Martha Bennett, analyst at Forrester, on blockchain at the Forrester New Tech & Innovation 2018 Forum.
Forrester analyst Martha Bennett presents on blockchain at the Forrester New Tech & Innovation 2018 Forum.

In a 90-minute session that included a talk by the IT director of the Federal Reserve Bank of Boston about how the Fed is approaching blockchain (blogged about here), Bennett ticked through:

  • Forrester’s definition of blockchain and why the wording merited close attention;
  • why blockchain projects remain in pilot phase;
  • a checklist to assess if you have a viable blockchain use case; and
  • situations when blockchain can help.

Here are some of the salient pointers for CIOs:

What is blockchain?

Blockchain, or distributed ledger technology, as defined by Forrester, “is a software architecture that supports collaborative processes around trusted data that is shared across organizational and potentially national boundaries.”

The wording is important. Architecture, because blockchain is a technology principle and not about any one platform. Collaborative, because blockchain is a “team sport, not something you do for yourself,” Bennett said, requiring anywhere between three and 10 partners. (Under three will not provide the diversity of views blockchain projects need, while more than 10 is “like herding cats.”) Blockchain requires data you can “trust to the highest degree,” she said, and it is about sharing. In many cases, CIOs will find they can deliver the service in question “better, faster, cheaper with existing technologies,” she said. “But what you don’t get is that collaborative aspect, extending processes across organizational boundaries.”

What factors hold back enterprise-scale deployment?

Companies are exploring a plethora of blockchain projects, from car sharing and tracking digital assets to securities lending, corporate loans and data integrity. Full deployment can’t happen until experimenters figure out if the software can scale; if it needs to integrate with existing systems and if so, how to do that; what regulatory and compliance requirements must be met; and what business process changes are required both internally and at partner organizations in the blockchain, among other hurdles.

“We are seeing projects transition beyond the POC [proof of concept] and pilot phase, but that is not the same as full-scale rollout,” Bennett said.

How to decide whether to take on a blockchain use case

“If you don’t have a use case, don’t even start,” Bennett said. A company can come to Forrester and ask for examples of good use cases, she said, but ultimately only the company knows its organization and industry well enough to be able to pinpoint how blockchain might make the process better. She suggested asking these questions to help clarify the use case:

  • What problem are you trying to solve with blockchain?
  • Do other ecosystem participants have the same or related issues?
  • What opportunity are you trying to capture?
  • Do you have your ecosystem (which can comprise competitors) on board?

On the last question, Bennett explained that even rich industries like investment banking need to address process efficiency. “Everybody needs to worry about how much it costs to run IT operations,” she said. If competitors have common processes that are costly and cumbersome, why not consider sharing them using blockchain?

How to know when blockchain helps

Here is Bennett’s checklist for identifying when blockchain can be of use:

  • Are there multiple parties that need access to the same data store?
  • Does everybody need assurance that the data is valid and hasn’t been tampered with?
  • What are the conditions of the current system — is it error-prone, incredibly complex, unreliable, filled with friction?
  • Are there good reasons not to have a single, centralized system? Distributed ledger technology introduces complexity and risk precisely for reasons listed above. In addition to making the technology scale, adopters still are wrestling with how to balance transparency and privacy, and how to handle exceptions.

Avoid preserving ‘garbage in a more persistent way’

Distributed ledger technology, Bennett stressed, also cannot fix problems with the data. “If your data is bad to start with, it will still be bad. You’re just preserving garbage in a more persistent way,” she said. A lot of blockchain projects target tracking and provenance of goods to take cost out of the supply chain and reduce fraud. Those are “great use cases,” she said. But if the object being tracked has been tampered with — even if you have established an unbreakable link between the physical object and the data on the blockchain — “the representation on the blockchain is a problem because suddenly you are tracking a fake item,” she said. Physical fraud issues need to be fixed for the blockchain to be of value.

The 80/20 rule

The digitization of paper processes has been the “real breakthrough,” but blockchain cannot “turn paper into anything digital,” Bennett said. If processes haven’t been digitized yet, CIOs need to get their enterprises to ask themselves why because that is the starting point.

Finally, CIOs must understand that technology problems notwithstanding, blockchain projects are 80% about the business and 20% about technology. 

“Technology problems have a habit of being addressed and of being resolved,” Bennett said. Business issues — digitizing, dismantling internal silos, redesigning processes — can take far longer.”

SaaS activity alerts can mitigate manual misconfigurations

External threats can actually be the easier security issue to combat compared to the potential of an insider stealing data, which makes access management and awareness vital for IT.

More and more sensitive data is being stored in the cloud and improper access controls or limited visibility can lead to unintended data exposures or even insider theft. However, better SaaS activity alerts can help mitigate these issues.

BetterCloud CEO and founder David Politis spoke with SearchSecurity about the dangers of cloud misconfigurations and having too many admins, as well as how SaaS activity can be monitored automatically to avoid security breaches.

Editor’s note: This conversation has been edited for length and clarity.

You have said that it is functionally impossible to monitor SaaS activity manually, so what are the programmatic options for security?

David Politis: The most important thing we have is this framework that we recreated with our customers. The first step is centralizing all of the data that you have across these applications because data sprawl is one of the biggest issues.

David Politis, CEO and founder, BetterCloudDavid Politis

Once you’ve centralized that data, programmatically you have to go into all the different APIs that are available from these applications and you need to bring all the settings and the configuration and the entitlements and everything into a single place because part of the problem is going app by app. That’s not scalable.

Once you’ve centralized all of that, you need to be able to go and discover against that centralized repository of all the entitlements and settings you have, because once you centralize, what you’ll find is you have, depending on the size of your organization, millions — I’m not exaggerating — millions of data points that you’re having to report against or audit.

So you centralize then you do discovery and discovery means: Let me look at all my groups or email distribution lists that are set like this, or I have a rule in my organization where I need to be able to see all the files that are shared in this way. Now, still, that’s a massive data set and somehow you need that to be surfaced more real time because the changes in the settings and the entitlements are changing all the time. They’re literally changing every day, all day. People are working in these applications; they’re sharing files; they’re creating Slack channels; they’re adding folders in Dropbox; they’re doing X, Y, Z in Salesforce. It’s changing on a regular basis.

So after centralizing and being able to discover — that really helps you retroactively — then you need something that surfaces the insights on a more regular basis that says, ‘Hey, when we catch this needle in the haystack, surface that.’

The last step is you want to be able to do something about that because if you’re just surfacing data all day long, what we hear from IT is that they have this kind of fatigue of alerts, they have a fatigue of trying to put out fires all day long. And so there needs to be a system that not only brings all the data, centralizes it, makes it discoverable, surfaces insight and the items that need to get the exposures, the risk, and then ultimately be able to remediate that and take some kind of an action against that and enforce that.

What are the new features BetterCloud is introducing to enable SaaS activity monitoring?

Politis: The new service that we’re launching now, that we just started layering into the product, is our activity-based alerting. Basically, all the things that you and I just talked about the last 20 minutes, that’s all based on what I would call ‘state-based’ settings or configurations are entitlements — is a user set as an end user or an admin? Is this email distribution set to public or is it set to private? — that’s the state that is in.

We are now starting to do ‘activity-based’ monitoring and alerting and triggers for our workflows, and that is at a completely different level. If somebody just downloads 500 files in a matter of 30 minutes, that’s a next level deeper in terms of looking at user behavior and user activities within these platforms. Did somebody just create 100 users that are all super admin? Were there suspicious logins to this platform outside of the IP range?

So, you start getting more into the activity-based stuff, which is either a faster indicator of misconfigurations that are mistakes, or that’s actually a faster indication — and probably more likely, frankly — of malicious behavior. And so we really extended the platform to start looking at user behavior, user activity in these platforms.

The number one request I’ve gotten for the last year from customers is: I want to know when people are downloading files from Dropbox, Box, Slack, Salesforce [and/or] Google. File downloads has been the number one requested activity to monitor since I can’t even remember because as you can imagine, that starts to be a little bit more malicious. And that’s when IT can really be taken out of an organization.

I think the Uber/Waymo example is a great one. That is just someone at Waymo, at Google downloading a bunch of files out of Google Drive and leaving. Now, if you were looking at their activity in Google Drive, you would have noticed that they downloaded all the files from the confidential folder, and you can flag that, you could block, you could follow up with security.

It’s as it’s happening versus the states that things are in. File download is not a state the file has. So by looking at all the states of the file, you don’t know that it was downloaded 100 times by this person in a 30-minute window by seeing that someone successfully logged in, you don’t see that has 100 failed logins from 100 different IP addresses.

What platforms do you support with these SaaS activity alerts?

Politis: We have it fully integrated for Okta, Dropbox and Google. We’re layering it in for Box and Salesforce, so over the next couple months we’ll have the same functionality available across all the applications that we support.

And, this is actually an interesting indication because a lot of the SaaS platforms that we work with, five years ago, three years ago, they didn’t make this kind of activity streams available via their API. Now they’re making it available because how do companies protect themselves against this stuff? The only way is for the platforms themselves to make this information available via API, make this information available programmatically to their customers, to their partners. And so we’re taking advantage of that. Dropbox’s API that we’re using is a new API available for their enterprise customers for exactly this purpose, but their customers don’t know how to utilize that. What we’re doing is we’re doing that for the customer, we’re going out to the different SaaS platforms connecting to these activity streams, and then making sense of them. Otherwise, it’s just a stream of data.

But to that first part of the discussion: People keying in on this is what I’ve been waiting for, for many years. Because people have been [saying], ‘OK, I don’t see this problem in the news. And now it’s starting.’

I think it’s only the beginning. I think you’re going to see what I’m seeing with some of our really large organizations that these misconfigurations are going to come out more and more and more and the impact that they’re having on organizations is bigger than people know yet.

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