Marketo’s new partnership with Google Cloud will not only improve the scalability and reliability of the marketing automation and engagement platform, it could also give the martech landscape a shake-up, analysts claim.

Last week, Marketo announced a multi-year collaboration agreement with Google Cloud that will see the vendor shift its infrastructure into the search giant’s public cloud offering. As a result, all running of Marketo’s products, end-to-end, will be delivered out of a third-party cloud.

The two companies are also planning to work together to create integrated solutions for marketers, uniting Marketo’s Engagement Platform with Google’s G Suite and data analytics offerings, and bringing more of Google’s machine learning smarts into the former’s platform.

But in addition to the back-end benefits for Marketo, IDC marketing and sales technology research director, Gerry Murray, foresaw a potential shake-up of the martech hierarchy long-term. He saw the partnership improving and extending Google’s enterprise marketing technology offering by bringing in the missing engagement platform piece.

Google got a much-needed win today when Marketo, the marketing automation platform, chose Google Cloud Platform (GCP) to migrate its entire on-prem operation.

The partnership will extend beyond hosting with Google also providing deeper integration with GSuite. Google says that should enable Marketo customers to generate content and communicate with customers directly from the Marketo platform using Google tools like Gmail, Sheets and Hangouts Chat.

In addition, Marketo plans to use Google BigQuery for advanced analytics and Google’s machine learning APIs with the goal of providing better marketing insights for its customers.