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Oracle announces sunset of their decade-long Marketing Cloud venture in their fiscal 2024 earnings call

Joy Joseph · Managing Partner, Syneractiv

The impending sunset of Oracle Marketing Cloud serves as a cautionary tale of failing to evolve to major industry pivots. Oracle built it over a decade and more than $4 Billion in investment by bootstrapping acquisitions around their Data Management Platform (Bluekai). As DMPs became outdated due to consumer privacy regulatory changes and ascendancy of first-party data, Adobe Experience Cloud and Salesforce Marketing Cloud swiftly pivoted towards CDP capabilities and AI-driven marketing personalization. Oracle, meanwhile floundered, still hanging on to a DMP/3P data-driven core offering and saw over 80% of their clients depart in the past year, leading to a drastic revenue decline from $2 billion to $300 million. Also highlights the importance of thorough due-diligence on martech stack selection- marketers exiting Oracle will need to deploy a new stack and play catch-up to their competitors that are forging ahead on GenStudio and Einstein.  

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