Cross-app workflow platform IFTTT (“if this, then that”) has raised $24 million, bringing its total to $63 million. Without getting into nuances, IFTTT is more consumer-oriented than integration platforms like MuleSoft (just bought by Salesforce for $6.5 billion if you’ve been trapped in a cave).
Predictive analytics vendors Radius and LeadSpace have announced a merger agreement.
Finally, Korn Ferry reports that CMOs feel analytics and personalization are the functions they most need to improve, but organizational alignment is the biggest obstacle to being effective. Another conundrum: 52% say they can’t connect marketing activities to company performance but 45% say their bonus is driven by financial results. For all the talk about customer experience, just 13% say customer satisfaction is the most important factor in their bonus and only 12% cite brand health.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.