Archives for November 2019

Platform Spotlight | November 2019 Target customer SMBs to enterprise-level organizations across all verticals and geographies. Company overview Salesforce acquired Pardot in July 2013 as part of its $2.5 billion acquisition of ExactTarget. Salesforce offers numerous cloud-based product suites, including Sales Cloud, Service Cloud, Marketing Cloud, Commerce Cloud, and Einstein Analytics. Salesforce has more than 30,000 employees and 150,000 customers globally. It does not disclose employee or customer count by product line. Salesforce has offices in more than 30 countries. Product overview Salesforce Pardot is a B2B marketing automation solution, which includes lead … [Read more...]

Consolidation will continue The enterprise B2B marketing automation market is concentrated among a few cloud vendors, including Salesforce, Oracle and Adobe. In 2018, there were a number of acquisitions by Adobe and Salesforce in particular as they sought to consolidate their positions at the top of the market and broaden their offerings for B2B firms. Adobe’s biggest deal of 2018 was its purchase of rival marketing automation platform Marketo in September for $4.75 billion; the firm also bought Magneto Commerce for $1.68 billion in May. Meanwhile Salesforce acquired integration platform Mulesoft in May for $6.5 billion, analytics provider Datorama in July for $800 million, as well as … [Read more...]

An effective data strategy isn’t as much about unlocking more data in Salesforce as it is about unlocking the right data. Instead of focusing on data volume, the best IT teams focus on providing employees the data visibility and access they need to understand customers, collaborate across teams, and improve specific workflows that impact experiences. Personalization puts new demands on data that are keenly felt wherever employee promises to customers are made, kept, or broken. To that end, IT teams are investing in a unified customer view for all. Top investment areas for the best IT teams 90% Integrating data sources 80% Improving IT & business collaboration 88% … [Read more...]

Trend 1 | Organizations are Being Built Around Customer 360º Cloud journeys are focused on open, hybrid environments, where data must be well integrated and fit for purpose. Customers are embracing Salesforce’s Customer 360 and MuleSoft to create a unified customer profile. 9 out of 10 Salesforce customers rank integrating data sources as their top priority. Trend 2 | AI Efforts are Scaling Up Organizations are reimagining critical workflows, moving from piloting AI to scaling it. With the goal of augmenting human decision-making, investments in AI need to include investing in employee training and reskilling. 83% of businesses piloting AI will implement in the next 18 months. … [Read more...]