www.activestate.com/stackatoTasked with crafting a vision for, and then implementingthe Interactive Marketing Hub™, ExactTarget developmentleadership faced a challenge: How could ExactTarget innovatefaster to outpace the market, and more importantly, keeppace with the speed of its own creativity?After due diligence evaluation, ExactTarget chose Stackato®enterprise private Platform-as-a-Service (PaaS) technology from ActiveState. ExactTarget deployed Stackato in production, whereit has helped ExactTarget accelerate application deployment, foster experimentation, and most importantly, innovate.Innovating at the Speed of Orange: But How to Go Faster?Based in Indianapolis, Indiana, ExactTarget is the globalleader in marketing Software-as-a-Service (SaaS) solutions,and its commitment to innovation drives the company. Thatcommitment, combined with ExactTarget’s entrepreneurial spiritand unwavering focus on client success, forms the basis of its“Orange Culture.” The Interactive Marketing Hub is ExactTarget’sflagship offering: The groundbreaking service provides truecross-channel digital marketing across email, web, and socialmedia.“ExactTarget delivers best-in-class marketing software,” notesExactTarget principal product manager Dale McCrory. “We’realways looking for the next big thing to help our clients achievedigital marketing success, so we build continuous innovation intoour workflow.”The Interactive Marketing Hub was envisioned as an interactivecloud operating system for delivering and integrating digitalmarketing applications with customers. Creating a central hubarchitecture is one thing, populating (and repopulating) it withmarketing applications is another. Building, testing, staging, anddeploying a wide array of software applications—applicationsthat had to meet stringent quality control and customerrequirements—were key to the Interactive Marketing Hub’ssuccess. But multiple URLs, programming language differences,and time pressures complicated timely delivery.“We needed to spin up VMs, provision resources, and configureenvironments before we could even test one idea,” recallsMcCrory. “It could take weeks. We wanted to deliver the mostinnovative products to market, but there were barriers to testingideas and fleshing them out.”The Need? Flexible, Polyglot PrivatePaaS. But DIY or Buy?Given the organization’s requirements for polyglot developmentand rapid application deployment, McCrory knew the Hubcloud needed a solid PaaS middleware foundation. He and histeam first considered the open-source Cloud Foundry platform,but recognized that Cloud Foundry deployment would requiresignificant investment and time. McCrory had to decide ifarchitecting, developing, and supporting its own private cloudmiddleware was a business ExactTarget really wanted to be in.For McCrory, Stackato enterprise private PaaS technologyfrom ActiveState offered a robust, self-service, enterprise-grade, commercially-supported private PaaS solution that wascompatible with Cloud Foundry APIs.“I like the Cloud Foundry project and vision,” explains McCrory.Case Study: How ExactTargetAccelerates Deployment and FostersInnovation with Stackato®“Stackato has enabled a level of empowerment for ourdevelopers that previously was not possible. Instead ofquickly developing apps and then running into the brickwall of IT backlogs, developers can literally run with theirapps straight to the cloud. Easily, safely, and quickly.”—Dale McCrory, Principal Product Manager, ExactTargetStackato offered a robust, self-service, enterprise-grade, commercially-supported private PaaS solutionthat was compatible with Cloud Foundry APIs.