Customer Interaction Model Within the Oracle Corporation Essay

Customer Interaction Model Within the Oracle Corporation Essay

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Oracle Corporation is one of the largest and well-respected technology companies in the information technology industry, with more than $35 billion in annual revenue and nearly 400,000 customers (Oracle Corporation, 2011b); the company seeks to leverage their customer base to double revenue in the next three years. Eschewing an account management model, Oracle has consistently grown revenue through aggressive acquisitions and the implementation of a specialized sales model, to assure each acquired product line continues to grow and customers have access to needed expertise. With over 77 strategic acquisitions since 2005 (Oracle Corporation, 2011c), representing capability from applications to disk, Oracle now plays a prominent role in nearly every company in the world, yet many customers have expressed dissatisfaction with the specialized sales model, the lack of account management and the lack of a strategic engagement by Oracle (Oracle Corporation, 2011a). Conversely, the specialized sales model is perceived by many inside the company to be a barrier to explosive growth, particularly as overlapping product functionality results in turf wars between divisions, and competing solutions are sometimes proposed to customers. In addition, solutions comprised of the full stack of technology are rarely sold. As a result, North America Sales (NASA), the largest sales division, has invested in the development and rollout of the Customer Interaction Model (CIM), a pseudo account management approach that primarily uses existing roles to lead the cross-functional Oracle account teams, engage strategically with customers, and double account revenue in three years. However, the rollout of the CIM has only been partially effective meetin...


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Oracle Corporation. (2011a). Confidential: Q4FY11 Global relationship survey Global Customer Programs. Redwood Shores, CA.
Oracle Corporation. (2011b). Earnings Press Releases | Investor Relations Retrieved September 16, 2011, from http://www.oracle.com/us/corporate/investor-relations/financials/index.html
Oracle Corporation. (2011c). Strategic Acquisitions Retrieved October 23, 2011, from http://www.oracle.com/us/corporate/Acquisitions/index.html
Tonkin, T. (2011). Confidential: Executive sponsor rollout survey (North America Customer Interaction Strategies, Trans.) (pp. 6). Denver, CO.
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