At this week’s Oracle Modern Marketing Experience in Las Vegas, Nevada, speakers and attendees stressed that MarTech — the blending of marketing and technology — cannot significantly improve business without the aid of agile cultural transformation.

Peter Burris (@plburris) (pictured, left) and John Furrier (@furrier), (pictured, right), co-hosts of theCUBE, SiliconANGLE Media’s mobile live streaming studio, translated the show’s overarching message.

“Technology can allow a company to do the wrong things faster and cheaper. And in some cases that’s bad; in marketing it’s awful,” Burris stated. Marketers who bombard customers with annoying or off-putting propositions will find they’ve spent time and money effectively destroying their brand.

Oracle Corp.’s adaptive intelligence initiative aims to make marketers agile with automated technology that takes grunt work and plumbing out of their hands. With this out of the way, they are freed to use their talents innovating and reiterating solutions that actually drive profit, according to Furrier and Burris.

It should be clear from available numbers that marketing practices are in need of serious rethinking. Research shows that most product launches fail and about 80 percent of leads go nowhere. One way Oracle plans to rescue marketing is with big data — in particular, its own brand of data technology that promises warp speed through not moving data around so much, Furrier and Burris explained. The thinking is that data will move faster within companies, between businesses and customers and inside companies’ data models and algorithms. This allows agile data to work in tandem with agile, profit-minded marketers.

Selling end-to-end to IoT

Oracle is pushing the end-to-end message, and it is likely to find takers as the Internet of Things expands.

“Intel, I think, is a bellwether on this with 5G, because they have to essentially create this overlay for connectivity, as well as network transformation to do autonomous vehicles, to do smart cities, to do the smart home,” said Furrier.

“It’s an end to end IP architecture, it’s connected devices, so [Oracle is] super smart to have this connected data theme, which I think’s relevant,” he said.

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