Salesforce.com Delivers Social, Mobile Advancements at Dreamforce

SAN FRANCISCO—Companies have fundamentally changed the way they work, market, sell, and collaborate, said Marc Benioff, CEO of SaaS software company Salesforce.com, during Wednesday's keynote presentation at the company's annual Dreamforce event.

Approximately 90,000 registered attendees were at the event.

The company, and its founder, who appeared determined not to be outdone by enterprise software giant Oracle's Larry Ellison, who will pull thousands to the same streets in San Francisco in just two weeks, led a two-and-one-half-hour keynote presentation that began with a performance by MC Hammer and continued with stories of customers such as Coca-Cola, GE, and Virgin America.

"We believe so strongly at Salesforce.com that our mission is to help our customers connect with their customers," Benioff said, as he outlined the transformative power of social media used both as an enterprise collaboration tool and as a means to communicate and service customers. "It's a product revolution, an employee revolution, a partner revolution…this nature of connecting with our customers in a whole new way gets down into our core."

One product launch, Chatter Communities for Service, plays on enterprise collaboration tool Chatter's power to connect internal employees by extending the usage to a marketing and customer service capacity. One client, gaming company Activision, uses Chatter Communities for Service to connect with its 50 million-gamer population. One of the hallmarks of the solution, Salesforce.com says, is its ability to bring together self-service and peer-to-peer service in a collaborative platform.

The debut of Salesforce Identity will give companies a "Facebook-like identity for the enterprise," the company says, which will act as an identity management tool with a single sign-on, allowing users to access and centrally manage every cloud app within Salesforce. A new Salesforce Touch Platform, precipitated by the proliferation of mobile devices in the enterprise, allows developers to bring native, hybrid, and HTML5 applications to any device.

"On the mobile front, it boils down to speed and agility," Linda Crawford, executive vice president of the Salesforce.com Sales Cloud, told CRM. "My mission is to bring more and more mobile apps into the hands of salespeople…and [the launch of] Touch, based on HTML5, allows IT to develop once and deploy anywhere."

Also getting the official rollout at Dreamforce was Salesforce.com Marketing Cloud, which is critical to enterprise performance, according to Benioff, who referenced research findings that indicate that "by 2017, CMOs will spend more on technology than CIOs" and that spending on social as a category could experience a 47 percent uptick, according to IDC. The Salesforce.com Marketing Cloud unifies social listening, engagement, advertising, workflow automation, and measurement, building off of Salesforce.com's acquisitions of social marketing companies like Buddy Media.

"Nothing touches social in our industry," Benioff emphasized. "Our customers say they're growing 48 percent faster than their competitors because of their [social, and collaborative] transformations."


CRM Covers
Free
for qualified subscribers
Subscribe Now Current Issue Past Issues

Related Articles

Salesforce.com and Twitter Announce Global Strategic Alliance

With more than 400 million Tweets per day, Salesforce Radian6 and Twitter provide companies with new opportunities to listen, engage and gain customer insight in real time.

Salesforce.com Rumored to Be Acquiring GoInstant

Alleged buyout would continue vendor "war" for customer experience

Salesforce.com Drops Its Application to Trademark "Social Enterprise"

The company will also drop the term from its marketing material in the future.

Badgeville Launches Badgeville for Salesforce

The application socializes CRM usage for salespeople with the ability to configure rewards and missions.

Social Media Experimentation to Shift to ROI Justification

Collaboration, social marketing have changed customer relationships.

Socialbakers Adds New Features to Social Media Management System

Upgrade includes publishing, content filter, workflow management features, and more.

Adobe Beefs up AdLens Solution

AdLens users gain access to SiteCatalyst, AudienceManager, and more.

Anametrix Debuts Campaign Analytics Tool

Self-service tool lets marketers evaluate multichannel marketing results and more.

Source Metrics Releases Integrated Social Media Tool Kit

Platform offers social publishing, campaign management, monitoring features, and more.

Salesforce.com Adds Social Analytics Partners to Marketing Cloud

New offering includes mix-and-match options from 20 vendors.

Salesforce.com Delves Deeper into Social and Mobile Enterprise

Dreamforce 2012 draws 90,000 attendees, features a multitude of product updates.

Salesforce.com Socializes Sales Performance Management

Weds Work.com with Sales Cloud; debuts native game mechanics.

Kred Owner Acquires Social Analytics Company Swaylo

Debuts ways brands can measure social influence in communities, campaigns.

Salesforce.com Debuts Service Cloud Mobile

Adds cobrowsing, mobile live chat, and communities for smart devices.

FirstRain Debuts FirstRain for Touch

Enterprise customer intelligence solution built for Salesforce Touch platform.

Salesforce.com Launches Platform Mobile Services

Weds mobile frameworks and customer data to jumpstart enterprise app development.

Salesforce.com Unifies Social Acquisitions

Launch of Social.com app weds social listening and CRM contact data.

Salesforce.com Launches Company Communities

Widens scope of Salesforce platform to drive enterprise mobility.