Dreamforce: Details enrich the Salesforce platform in various respects
At its annual Dreamforce mega event in San Francisco, Salesforce presented a number of enrichments and expansions for the various components of its cloud platform. This includes Einstein Analytics as well as the integration of its solutions.
Last year Salesforce announced Einstein as an artificial intelligence technology. Today, the AI features can be found in the vendors analytics offering (Einstein Analytics) as well as in the Sales, Service, Commerce and Marketing Cloud. Einstein helps to predict sales success, is able to process natural language, which is e.g. used in contact centers, and can classify images and text, automatically discover relationships within data sets and visualize them.
These are things other AI/analytics systems can do as well. What makes Einstein special is that it is gradually being embedded into all Salesforce applications and tools. To foster the adoption of Einstein among its customer base, the company offers readiness checks that indicate where and how Einstein can complement Salesforce environments. In addition, the Einstein Analytics Platform is available for partners, which are encouraged to build analytics applications and integrate non-Salesforce data.
Integration of different stacks
Another major topic is the integration of the various applications. Since the vendor has acquired a number of technologies that are based on different cloud technologies, integration is required. Salesforce delivers features to meet the demands of customers that want to run applications such as Marketing Cloud (based on Exact Target) and Commerce Cloud (based on Demandware). Developments like this are part of an extended journey as the vendor is working on bringing its different assets together.
This integration is crucial for sales and marketing experts within companies, but also for IT professionals. Administrators and developers have become an important audience for Salesforce as well. They too need to be convinced of the platform's capabilities regarding the level of integration.
From deployment to transformation: Success Cloud
As projects are becoming bigger and more complex, Salesforce keeps introducing and extending its methodologies and tools. The Salesforce Success Cloud is a combination of COMPASS (the Salesforce methodology for the deployment of cloud projects), advisory services from Salesforce experts and data-driven recommendations. The idea here is to support the adoption of cloud-based solutions as well as the transformation of processes within companies by applying practices and by engaging teams. This means it goes beyond the pure deployment aspect.
With this more comprehensive approach, Salesforce underpins its ambitions to become a provider of an innovation platform for companies that goes beyond pure CRM-related processes. This includes areas such as B2C and B2B commerce (online and offline), analytics, IoT applications, and the development and deployment of custom applications.