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When selling yourself as faster and cheaper is no longer enough: Part 1

This is the fourth article in a continuing series that will feature case studies and anecdotal stories from entrepreneurs, consultants and veteran marketers about their efforts to develop, implement and measure marketing programs to bring technology to market and grow market share. We invite your feedback.

By Francis Moran and Leo Valiquette

In the past two months, Oracle has agreed to purchase RightNow Technologies for $1.4 billion, SAP has taken SuccessFactors for $3.4 billion, and IBM is buying DemandTec for $440 million.

What do all three of these deals have in common? An established enterprise technology vendor is buying a Software-as-a-Service (SaaS) vendor to broaden its own product portfolio and bolster sagging sales.

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