Therefore, Oracle intends to integrate RightNow and other technologies with B-to-B customers in mind, he added.
For example, a planned integration between Fusion Sales and RightNow's service software could help a services team understand that a particular customer is negotiating a large deal with sales, and therefore prioritize their support efforts accordingly, Kurian said.
This type of integration is also important given the fact that B-to-B customers will often first call the salesperson who sold them something in order to complain about a problem, not necessarily support, he added.
The RightNow deal was also about Oracle making a major investment in cloud-based software in general, along with the next-generation CRM strategy Kurian outlined.
"Oracle's trying to show where the cloud makes sense in their product portfolio," said analyst Ray Wang, CEO of Constellation Research. "However, clients will determine how they want to consume solutions in the cloud, not the other way around."
Four patterns are emerging in the CRM market regarding cloud computing, Wang added. "Do nothing and sit on the status quo; try to move everything to a new release on your old vendor because you have inertia; consolidate on your existing vendor and then augment with SaaS; [and] do the upgrade on a new vendor, filling in the gaps with SaaS."
Oracle customers in the midmarket and large enterprise categories are looking at the third and fourth options now, Wang said.