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Rescooped by heidi groshelle from The Marketing Technology Alert
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Why Salesforce needed to buy RelateIQ - VentureBeat

Why Salesforce needed to buy RelateIQ - VentureBeat | 21st Century Public Relations | Scoop.it

Digest...


Yesterday, Salesforce.com acquired RelateIQ for $390 million. With Dreamforce right around the corner, this was a significant — and smart — move on the part of Salesforce.com to show the industry that it is finally serious about data intelligence, which it completely lacked in its customer-relationship management (CRM) offerings to date.

 

The movement to predictive from these big automation players is finally happening. Just look at Marketo, Oracle’s Eloqua, and Salesforce.com. Their experiences and workflows feel ancient and messy. With the rise of innovative companies applying big data intelligence, such as Waze, Amazon.com, Facebook, and many others, considerable interest, expectations and thus pressure has been placed on sales and marketing-automation companies to step up the intelligence of their applications too — to move beyond being just basic data bookkeeping services. There’s just too much hype, demand and real results to shy away from predictive.

 

As the world moves to predictive, the big question is if these automation players can integrate predictive properly. Is Salesforce.com ready to make the hard trade-offs to support predictive-first by designing a system around data intelligence? Or will third parties be able to innovate faster outside the core?

 

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iNeoMarketing's curator insight, July 14, 3:54 AM

Finally.


We've been waiting for the infusion of predictive into CRM, and we're now here. It's (and has been) a no-brainer. And you have to agree that the big issue is integration. Except big marketing hype at Dreamforce.

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Nobody Ever Got Fired For Picking Salesforce (And Other Buying Trends In CRM) - Forbes

Nobody Ever Got Fired For Picking Salesforce (And Other Buying Trends In CRM) - Forbes | 21st Century Public Relations | Scoop.it

Basic/ Digest...


In the past CRM initiatives that got funding were focused on “pipeline management” projects, says Wilson Raj, global director of customer intelligence at SAS . “Now, we’re talking about advanced marketing, process re-engineering, mobile, deeper data analytics—all around digitally-savvy marketplace.”

 

We are seeing this already in certain sales and marketing apps, which combine self-learning, predictive analytics with human input from the sales reps, to predict which deals will close and which will not. Even better, some can tell you what additional steps would be needed to push a deal over the finish line.

 

Increasingly Salesforce.com is the “IBM” of the CRM world; not only was the company instrumental in putting the Software-as-a-Service delivery model on the map, but it also helped showed that CRM could be a lightweight application–in useability that is. Functionally, it was robust enough to compete with the hard-core enterprise apps that it was taking on at the time.

 

So who knows, CRM market math’s may well change. Or maybe not. In the mid 2000s the CRM industry was spooked and terrified by the prospect that Microsoft would enter the space. It did …and little changed.  The one thing that will stay constant is CRM’s popularity as the best software category to manage the customer record. Unless another category killer comes along, in which case the market math will really change.

 

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iNeoMarketing's curator insight, May 13, 11:01 AM

Funny how this article points to marketing automation functionality and not necessarily CRM functionality! Regardless, SFDC will be a $50B company over the next 5 years, and indeed the next IBM (so long as SFDC does not get into the hardware business).

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Salesforce Wear Aims To Turbo-Charge Both Enterprise And B2B2C Wearables Markets - Forrester

Salesforce Wear Aims To Turbo-Charge Both Enterprise And B2B2C Wearables Markets - Forrester | 21st Century Public Relations | Scoop.it

Digest...


On June 10, Salesforce.com announced Salesforce Wear, a bundle of free tools and reference applications aimed at evangelizing the power of enterprise wearables. The offering supports six different wearable devices, each with its own open-source reference application to help developers design and build wearable apps that connect to the Salesforce1 platform.

-- >  Salesforce Wear has the potential to turbo-charge the growing market for enterprise wearables.

-- >  Some of the reference applications are pure enterprise/B2B workforce enablement applications which can be generalized to other field service scenarios

-- >  Others reference apps offer solutioning for B2B2C scenarios – which Forrester has been covering extensively in our wearables research.

-- >  Salesforce Wear will offer enterprises a quicker path to creating different types of user scenarios.

-- >  In addition to I&O pros, other tech vendors should take note, too.

-- >  Salesforce’s move into this space both validates the enterprise wearables market and will spur it forward even more quickly.

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iNeoMarketing's curator insight, June 13, 5:38 AM

I don't know. Sometimes companies get out in front to find that there's nothing behind them. Jury's out.


Farid Mheir's curator insight, June 15, 3:21 PM

This may feel a bit too much like Big Brother for some, but with the right kind of incentives, this may hold some promise. I can also envision large conferences where identifications can be moved from badges to wearable devices. Interesting that Salesforce is capturing this market first.