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Gerry Murray
Research Director, Marketing and Sales Technology, IDC
About
Gerry Murray is a Research Director with IDC’s Marketing and Sales Technology service where he covers marketing technology and related solutions. He produces competitive assessments, market forecasts, innovator reports, maturity models, case studies, and thought leadership research. Prior to his role at IDC, Gerry spent six years in marketing at Softrax Corp. an enterprise financial solutions provider. There, he managed marketing programs that produced 4 million emails a year, multiple websites, interactive tools and product tours, an online game, collateral, and PR. Concurrently, he was Managing Editor at RevenueRecognition.com, a thought leadership site featuring partnerships with IDC and the Financial Accounting Standards Boards (FASB) which was quoted and referenced in leading industry publications such as CFO magazine, BusinessFinance, and others. Gerry spent the first half of his career at IDC advising executives from some of the world’s largest software and services providers on market strategy, competitive positioning, and channel management. He was the Director of Knowledge Management Technology and conducted research on a worldwide scale including: market sizing and forecasting, ROI models, case studies, multi-client studies, focus groups, and custom consulting projects.
Posts by Gerry Murray
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Cloud Native Marketing & Commerce | September 14, 2021
Simplified and Accelerated Cloud Native MarTech (IDC)
The most efficient, flexible, and future-proofed marketing systems are cloud native. This architecture provides significant economic and operational advantages over on-premise or conventional SaaS solutions. However, many early adopters of marketing solutions deployed on-premise and SaaS solutions because they were considered best of breed at the time, and cloud-native solutions and IT organizations hadn't matured to the point of mission-critical readiness. Companies that adopted on-premise or SaaS solutions now find themselves lagging in their ability to quickly upgrade and enhance their systems and adapt to the new demands of a highly personalized, digital-first, omnichannel world. Today, your MarTech infrastructure is your brand, and if you compete against companies with systems that provide greater resiliency, adaptability, and efficiency, you are at an increasingly significant disadvantage.  When cloud first emerged, it was a difficult proposition to "lift and shift" conventional applications environments. It could take years of planning, testing, and parallel operations to make the change. However, legacy applications that have been "lifted and shifted" lack the agility, performance, and ease of use marketers need, while hosted SaaS applications lack customizability and control. For example, when Netflix first moved to the cloud it took approximately eight years. Today, that time has been reduced to a matter of days and weeks due to the evolution of cloud infrastructure as a service (IaaS), the migration processes and tooling, and the skills needed to operate in the cloud. Taking this a step further, HCL Unica has accelerated this cycle with its cloud-native foundation that is all about fast and flexible deployments. With HCL's Solution Factory (SoFy), new cloud-native deployments of HCL solutions, including Unica, can be provisioned in a matter of minutes and deployed on premises, or via public cloud, private cloud, or hybrid cloud. If the full set of skilled resources is lacking, HCL...
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Marketing & Commerce | April 28, 2020
HCL Leans into Unica Big Time (via IDC)
By Gerry Murray, Research Director, Marketing and Sales Technology, IDC Normally, when a global enterprise acquires a major software business, it takes years before significant improvements and integrations are released. But when HCL acquired Unica in July 2019, it was in a unique position. It had been implementing and supporting Unica customers for years. Thus, HCL had significant engineering and technical support capabilities already in place with deep knowledge of the codebase. However, it was not clear how much of a commitment HCL would make to bringing Unica into the modern cloud era—until now. And the commit is big and fast on every level. Customers should be extremely confident in how quickly and significantly HCL Unica will modernize their marketing infrastructure and enable their journey to the cloud.  Your MarTech Is Your Brand There is a lot of new and improved product functionality in Unica's recent and upcoming releases. But before we get into those details, it's important to think about modern digital marketplaces, new buyer expectations, and the fact that in many ways, marketing technology today is your brand. Digital marketplaces are characterized by connected diversity. Brands must provide continuity across identities, devices, timeframes, locations, interactions, and keep up with the constant change going on in and between those vectors. That puts enormous importance on getting your marketing infrastructure right. It must be compliant, responsive, scalable, open, flexible, fast, intelligent, precise, transparent, affordable, intuitive. It must be able to embrace change, simplify complexity, and maintain control.  It must operate as an integral part of a holistic end to end system that can enhance customer experience from ad click to call center and back again because customers today expect brands to behave as a single entity. What happens in one interaction should enhance the next interaction wherever and whenever it...

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