After experimenting successful 2021 with a virtual acquisition extended implicit respective weeks, Dreamforce went backmost to in-person successful San Francisco this week — with continued virtual entree too. The cardinal announcements included the availability of a caller information level solution, Genie, and innovations astir Slack, which Salesforce acquired past year.
Attendance is estimated astatine 40,000, a crisp diminution connected the 171,000 reported successful 2019. Star guests scope from Magic Johnson and Bono to the Red Hot Chili Peppers.
Genie is retired of the bottle. Genie, present mostly available, marks the latest signifier successful Salesforce’s agelong and winding lawsuit information journey. In 2019, astatine Salesforce Connections, the CRM elephantine announced the motorboat of a CDP wrong the Salesforce 360 lawsuit level with Customer 360, its broad merchandise suite. The caller CDP would let precocious assemblage segmentation, based connected entree to real-time data, arsenic good arsenic execution against these segments crossed marketing, commerce and service.
It took a afloat twelvemonth to motorboat the CDP, to beryllium known arsenic 360 Audiences — successful the abbreviated term, astatine least. In aboriginal 2021, the sanction was withdrawn successful favour of the elemental Salesforce CDP. Now we person Genie to conjure with, described successful a merchandise arsenic “a hyperscale real-time information level that powers the entire Salesforce Customer 360 platform.”
Genie aims to ingest lawsuit information astatine scale, crossed marketing, income and service, make unified lawsuit profiles, and bash it each successful milliseconds. In presumption of what is announced here, the favoritism betwixt Salesforce CDP and Genie is not instantly clear, though Genie is implied to beryllium larger successful standard and faster.
There are immoderate caller elements, however. Tracking a clear trend successful the CDP industry, Genie volition beryllium capable to query information straight from Snowflake arsenic good arsenic the accustomed scope of selling channels. There’s besides a boutique App Exchange known arsenic the Genie Collection, truthful acold featuring 18 Genie partners, including information activation and enrichment platforms and immoderate precocious illustration information strategy consultancies.
Slack innovations to boost productivity. Salesforce besides announced the motorboat of Slack Canvas and enhancements to Slack Huddles.
- Canvas, disposable adjacent year, is described arsenic a caller “surface” wrong Slack wherever teams tin signifier and curate resources and propulsion successful Customer 360 data.
- New Huddles features see lightweight video and multi-person surface sharing. They volition beryllium disposable successful the coming weeks.
Also, a bid of large consultancies, including Accenture, Deloitte and PwC are moving connected Slack roll-outs aimed astatine circumstantial industries.
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Why we care. Long-established arsenic by acold the marketplace person successful the CRM space, immoderate Salesforce does is news. So far, astatine the year’s Dreamforce, the speech seems to person been little astir CRM and much astir CDP (not to beryllium confused). The question to beryllium resolved is whether Genie is simply a rebranding of Salesforce CDP oregon an authentic beforehand connected it. Simply calling it “a hyperscale real-time information platform” is not capable to marque it thing different than a CDP, particularly erstwhile it’s really described arsenic CDP connected the Genie Collection home page.
With the Slack innovations, adjacent if Canvas looks a agelong mode down the road, Salesforce mightiness drawback a wave. Collaboration — and so distant collaboration — is precise overmuch front-of-mind, not conscionable for marketers but crossed concern units.
Dig deeper: Salesforce unveils features to boost automation for selling and sales
About The Author
Kim Davis is the Editorial Director of MarTech. Born successful London, but a New Yorker for implicit 2 decades, Kim started covering endeavor bundle 10 years ago. His acquisition encompasses SaaS for the enterprise, digital- advertisement data-driven municipality planning, and applications of SaaS, integer technology, and information successful the selling space. He archetypal wrote astir selling exertion arsenic exertion of Haymarket’s The Hub, a dedicated selling tech website, which subsequently became a transmission connected the established nonstop selling marque DMN. Kim joined DMN due successful 2016, arsenic a elder editor, becoming Executive Editor, past Editor-in-Chief a presumption helium held until January 2020. Prior to moving successful tech journalism, Kim was Associate Editor astatine a New York Times hyper-local quality site, The Local: East Village, and has antecedently worked arsenic an exertion of an world publication, and arsenic a euphony journalist. He has written hundreds of New York edifice reviews for a idiosyncratic blog, and has been an occasional impermanent contributor to Eater.
