The digital revolution in marketing is here. As technology continues to march forward at an ever-increasing pace, many companies’ sales and marketing organizations are realizing that they must embrace new technology and ideas in order to compete. In fact, customers are looking to undergo a complete overhaul of not only their tech, but their process and people as well, according to Tony Nadalin (pictured), group vice president of global consulting services, Oracle Marketing Cloud, at Oracle Corp.

“[Customers] are not just buying a piece of technology, they’re buying a transformation,” explained Nadalin. “When customers are implementing, they’re not just implementing technology; they’re not just plumbing the pipes. They are putting in changes or looking at the people, their process, their technology,” he said.

Nadalin sat down with John Furrier (@furrier) and Peter Burris (@plburris), co-hosts of theCUBE, SiliconANGLE’s mobile live-streaming studio, during the Oracle’s Modern Marketing Experience event in Las Vegas, Nevada. He spoke at length about the transformation customers go through once they decide to implement the newer technologies and how Oracle is helping them achieve their goals. (* Disclosure below.)

Customer requirements dictate engagement

Even though a company may realize that to stay competitive it must embrace new technologies, such as the cloud, management may or may not have any idea how to move forward. According to Nadalin, in such cases Oracle will engage with the customer to different degrees depending on that customer’s needs.

By evaluating their current system and methodologies, Oracle can identify what improvements are needed, while progressively transforming that organization into one that is cloud-ready.

“Our role from a services perspective is to ensure, then define the transformation, define the strategy … and then go execute the plan,” said Nadalin. “It’s a real transformation at a people, process and technology level.”

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s independent editorial coverage of Oracle’s Modern Marketing Experience. (*Disclosure: TheCUBE is a paid media partner at Oracle’s Modern Marketing Experience. The conference sponsor, Oracle, does not have editorial oversight of content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE