Zift’s President and CEO Ken Romley, along with our resident Oracle Marketing Cloud Expert Keith Phillips, and our head of Alliances and Partnerships Scott England were on the scene in Las Vegas this week, attending Oracle’s Modern Marketing Experience.

The Spring conference is a can’t-miss event that delivers best practices and the latest technology innovations in the fields of marketing automation, cross-channel orchestration, content and social marketing, and more.

While everything that happens in Vegas should stay in Vegas, we wanted to share a few insights from the show. I believe these are the top three takeaways:

1. Extend existing investments

Oracle Eloqua and Marketing Cloud users are steadfast and with good reason. As the most scalable, secure and trusted cross-channel marketing automation platform in the industry, organizations have already invested money and time into these tools. Users should look for channel marketing and management tools that allow them to extend rather than abandon current investments.

2. Embrace the ecosystem

If one thing is clear, Oracle Marketing Cloud is moving toward one of the most comprehensive – and connected – automation ecosystems out there. That’s why Zift continues to invest heavily in our integrations with the Oracle stack – to provide automated rules-based lead distribution, end-to-end visibility of sales activities, lead data for prospect follow-up and closed-loop analytics to measure marketing impact.

3. Work within established environments

No one wants to log in and out of multiple, disjointed systems to get their job done – and research shows partner portals rarely work. Seventy percent of portal solutions will fail outright and partners ignore 50 percent of supplier portal content and functionality. You can lower costs, increase opportunities and boost partner engagement by delivering leads, multi-tactic marketing functionality and enhanced analytics within the systems partners are already logged into and using on a daily basis.

If you didn’t make it to the show, we hope to see you at Oracle’s Modern Marketing Experience next year. Click here for more information about how connections, like those between Zift and Oracle, drive engagement and sales.