Salesforce.com, analytics, email marketing and financials – it’s all in the cloud

The Salesforce.com customer conference in the UK this year took the form of CloudForce, a complimentary day of sessions and vendor showcases, held at London’s ExCel exhibition centre last week. It’s no revelation that Salesforce.com have long since moved on from simply being a salesforce automation developer. Today, they position themselves as “Force.com”, promoting the benefits of cloud computing – multi-tenanted, internet based computer platforms – that obviate the need to install software. Indeed, the “no software” message, and attendant logo of the word “software” with a line through it, was repeated at every opportunity. An amusing moment came when Paul Cheesbrough, CIO of The Telegraph Media Group, made reference to “your software” when joining Salesforce.com CEO, Marc Benioff, on stage during the main session. “Your platform I mean,” Cheesbrough quickly corrected himself, “there is no software.”
“Thank you,” replied Benioff.
“I saw it in your eyes!” quipped Cheesbrough.

The AppExchange platform that forms part of Saleforce.com offers a plethora of opportunities to expand the functionality of the base product. However, the ready integration capabilities of Salesforce.com and the Force.com application platform enable new possibilities, some of which I thought noteworthy. Force.com is particularly interesting, as it opens up the platform beyond Sales and Customer Service management to one that allows developers to create their own applications running on the Salesforce.com cloud infrastructure. To developers, Force.com represents the opportunity to deliver solutions based around the software-as-a-service ethos, without having to build the delivery infrastructure themselves. Adopters of these solutions, for whom not having to install software and maintain their own IT infrastructure is appealing, gain access to applications meeting their requirements that might not otherwise have made it to this delivery mechanism.

One such example is a complete accounting application from financial software developers Coda, called Coda2go. Based around their on premise solution, Coda2go runs entirely on the Force.com platform and integrates closely with Salesforce.com itself. I wrote recently about the considerations of integrating sales order processing within the sales and marketing “data ecosystem”, where I made reference to the point at which an Opportunity is closed and an order booked. With Coda2go, this process, together with resulting invoicing, is practically a one-click undertaking. Once the Opportunity is ready to be booked as a sales order, which would typically involve manually switching to a different system, all of the order details are picked up from Salesforce.com, transferred to Coda2go, invoices created and the rest of the accounting process put in train. I can’t speak to how good a financials solution Coda2go is, but this looks pretty neat!

Closer to marketing home, Cognos (now part of IBM) and QlikTech were offering Salesforce.com enabled versions of their analytics solutions. As well as enabling more sophisticated analysis, visual representation and dashboards than native Salesforce.com, these solutions will work across multiple data sources, holding out the prospect of unified marketing and sales reporting and analysis. Joining marketing data such as campaign execution, response and leads with converted opportunities and closed deals, the nirvana of true, operational marketing effectiveness reporting comes a step closer. Of course a variety of process implications still need to be considered, but at least data visibility is improved.

Finally, and firmly within the marketing realm, a couple of email campaign solutions and a data collection system caught my eye. Genius.com and ExactTarget both offer solutions for creating and despatching marketing emails with all the features you would expect, including HTML templates, personalisation, tracking and reporting. Naturally, this is integrated with Salesforce.com in terms of data management and reporting, making straightforward but relatively sophisticated email marketing very easy. Clicktools allows the creation of surveys, landing page and forms, enabling rapid generation of marketing response mechanisms, as well as questionnaires and so on. Between all of these solutions, it seems possible that best-of-breed marketing campaigns consisting of outbound email and rich landing pages with response tracking can be created relatively easily and inexpensively, without needing full scale and costly marketing automation solutions.

So, there you have my quick round-up of highlights from CloudForce ’09, all without reference to meteorology or having my head in the clouds. Doh! Too late.

2 Responses to “Salesforce.com, analytics, email marketing and financials – it’s all in the cloud”

  1. Jame Ervin says:

    I’ve noticed over the past year or so, there are more tools for marketers. But sometimes we get tool overload, and using different tools for different tasks is tricky to manage. Email marketing is the easy part. The rest gets tricky. And tracking/reporting on all is worse. I think marketing automation is a good bet if you have lots of channels of activities, or you need better tracking on your online campaigns. The good news? There are a lot of sophisticated and affordable marketing automation tools: Pardot, Loopfuse, Office Autopilot all come to mind. Sometimes it is easy to run the campaign, but hard to gauge its impact. And that’s the biggest benefit for one marketing tool.

  2. Thanks for the comment Jame and for highlighting some tools which are new to me. You make the crucial point regarding affordability, which many of the better known and all-encompassing automation solutions tend not to be for those on smaller budgets. Tracking as you say is also crucial, and I’ve been disappointed recently to see marketing managers paying too little attention to this. That doesn’t mean we shouldn’t be trying though, so I’m looking forward to checking out Pardot, Loopfuse and Office Autopilot.

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