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.

Steve Lucas, who joined Marketo Inc. as chief executive in October, thinks one new macro-event that could help kick the martech roll-up into high gear: a new U.S. president Jan. 21. Donald Trump has vowed to change tax laws to make tens of billions of dollars held overseas by U.S. tech companies more attractive to bring back home. “When you see this repatriation of cash coming in under the Trump presidency, you’re going to see significant growth in M&A,” Lucas said.

But that’s not the main reason he predicts rampant consolidation, which could come across information technology. Mainly, marketers are looking to reach consumers in a more personalized way, but do it at massive scale in real time. Of course, since Marketo’s key selling point is that it can offer a single view of customers at a scale of millions of consumers, and Lucas is looking to make Marketo one of the key consolidators, his comments can be seen as self-serving.

Nonetheless, he also may be right. It’s clear that marketers are looking for more intimate engagements with consumers. “Marketers need to engage with millions of people in a personalized manner at scale,” Lucas said. “It’s go digital or die.”