Marketers require an integrated platform rather than disconnected tools.

Rob Tarkoff, the Executive Vice President and General Manager of CX at Oracle, has emphasized the need for a unified platform for marketers rather than relying on standalone tools. In the past, marketers had to purchase multiple technologies to determine which one provided the necessary intent signal, but those days are gone. Oracle has developed a solution called Oracle Fusion Marketing, which allows marketers to execute multiple campaigns across various channels using a streamlined process, data model, interactions, and an end-to-end process. Tarkoff stated that Oracle has integrated the Oracle Unity CDP with marketing orchestration, content, and advertising platforms to serve primarily B2B marketers.

According to Tarkoff, app marketplaces that offer "best-of-breed" solutions do not solve the problem of marketers needing a unified platform. Tarkoff views the approach of running huge app marketplaces featuring best of breed solutions as a way of hedging bets rather than providing the best solution. Tarkoff believes simplicity and efficiency are crucial factors to consider when providing a solution to marketers. Oracle differentiates itself from competitors such as Adobe and Salesforce by stating that AI and machine learning are built into all of their applications. Rob Tarkoff, EVP and General Manager of CX at Oracle, believes in maintaining good governance to prevent the inadvertent disclosure of proprietary information, even as Oracle experiments with generative AI. Meanwhile, former Oracle CEO Mark Hurd made a prediction in 2015 that by 2027, two marketing suites would dominate 80% of the market, with Oracle being one of them, and Oracle's view has remained consistent.