Marketing is the next market: Salesforce.com's recent US$689 million acquisition of Buddy Media was a strong hint that the company intends to be a player in next-generation marketing software. At Dreamforce, showgoers will see a formalized view of the company's strategy, dubbed the Salesforce.com Marketing Cloud, according to Benioff.
Marketing is Salesforce.com's "next $1 billion product line in the making," he said during the conference call.
Expect Benioff to regale Dreamforce attendees with a vision of how Buddy Media's technology, along with Salesforce.com's Radian6 social analytics software, amounts to the killer app for marketing executives. "We were able to re-conceptualize what those two products now have created, which is really a one plus one equals three," he said. "And we'll demonstrate for that for the first time at Dreamforce."
"We believe that [chief marketing officers] are going to want their own cockpit to fly, their own fighter jets, because honestly, CMOs are going to start spending much more than CIOs in technology," Benioff added.
Platform power: Benioff also mentioned that clothier Burberry has inked a Social Enterprise License Agreement with Salesforce.com. This license model, first announced last year, gives companies the ability to "acquire all of our products in one concept: sales, service, marketing, platform all as one unit," Benioff said. At Dreamforce, Salesforce.com will reveal how many such license deals it has landed, and showgoers "will be impressed," he added.
The SELA offering speaks to Salesforce.com's growing desire to be seen as a platform vendor, far advanced from its roots in CRM.
Chris Kanaracus covers enterprise software and general technology breaking news for The IDG News Service. Chris' email address is Chris_Kanaracus@idg.com