Business · Cloud · Data

Salesforce bridges the customer engagement gap for growth at Dreamforce

JIBpFbbzTT6vN+p%RxbEzg
Last week was Salesforce’s Dreamforce conference in San Francisco with a whopping 170,000+ attendees. Even so, what were the key takeaways?

Today, many enterprises are either Salesforce customers and follow the space closely as it pertains to a key element for executive teams today: Customer engagement. One of the top issues that executive teams and board of directors face is how to create a deeper relationship with customers. Salesforce sits at this nexus. Here are the top takeaways from the conference;

UPSIDES:

  1. Partnership with Google: Salesforce announced their partnership with Google. While much of the discussion was integration with Google Cloud and G Suite, there are benefits that both companies (and customers) could gain from the relationship. The data that Google maintains on user behavior and ad-related impact could provide useful to Salesforce customers. Salesforce in turn could provide integration and insights to Google Ad Words. The potential from this symbiotic relationship could prove significant.
  2. Democratizing Einstein & AI: Last year, Einstein provided an interesting opportunity for Salesforce and their customers. This year, Salesforce showed how providing customers with an easy way to leverage Einstein provides a powerhouse of potential to support customer engagement. Plus, proactively predicting outcomes provides insights not previously possible.
  3. myTrailhead: Personalization has long-since been a key success factor to engage users. myTrailhead provides a level of personalization to allow users to work as they work best. Often, we require all users to work from a single console or interface. myTrailhead allows users to customize their experience.

DOWNSIDES:

  1. Fewer Feature/ Function Announcements: There was quite a bit of discussion around the number of feature/ functionality announcements made at Dreamforce. Further suggesting that maybe things are slowing down for Salesforce in terms of innovation. It is unclear to predict a trend from one data point. However, there are several indicators that this may only indicate a maturing of the innovation cycle.
  2. Expansion of Platform to Verticals: Salesforce supports a number of verticals with their solution. However, the depth they support the ecosystem around verticals pales in comparison with newer startups focused on specific verticals in the CRM space.
  3. Lack of New Data Sources: Unlike its competition, Salesforce takes a partnership approach to data integration into the platform. That is, they rely on partners to bring data sources for customers to leverage. Examples are financial services, traffic, weather, and other common data elements.

REVENUE GUIDANCE

Another key question that came up was around Salesforce’s revenue guidance. Can they (essentially) double their revenue to match guidance? And if so, how. There are a number of factors that I believe will support this.

All in, Salesforce is faced with significant headwinds from both competition and adoption of innovation by enterprises. Bringing partnerships with Google and democratization of newer technologies will do well to carry them forward. There is still a significant amount of potential upside for Salesforce.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s