Salesforce leads the CRM market
In 2014, Gartner named Salesforce.com (CRM) as the leader in the customer relationship management (or CRM) space for the fourth consecutive year. In 2013, CRM Switch conducted a survey across different U.S.-based companies. Results showed that Salesforce is the market leader. It’s the preferred CRM player among organizations of all sizes. Microsoft’s Dynamics CRM (MSFT), SAP (SAP), Oracle (ORCL) and Saleslogix are other preferred players in the space.
Increased trend of mobile services adoption and connected devices
Gartner expects that by 2015, ~60% of the Internet of users will choose mobile customer service applications. Salesforce1 Service Cloud SOS has live video support and on-screen guided assistance. It allows the delivery of instant and personalized customer service within any mobile application. Amazon (or AMZN) Kindle Mayday button is another key product in this space.
Acquisition will add enhanced capabilities
In June 2013, Salesforce.com acquired ExactTarget for $ 2.5 billion. The acquisition added enhanced email campaign management and marketing automation to its marketing cloud.
By acquiring ExactTarget, Salesforce.com also got Pardot. Pardot is a Software as a Service (or SaaS) marketing automation application. It allows marketing and sales departments to create, deploy, and manage online marketing campaigns. Pardot increased Salesforce’s revenue. It also enhanced its efficiency. Pardot features CRM integration with Salesforce.com, NetSuite (N), Microsoft’s Dynamics CRM, and Sugar CRM.
In July 2014, Salesforce.com acquired RelateIQ for $390 million. RelateIQ’s acquisition should be a key value addition in the CRM space. It eliminates the manual data entry. It automates relationship tracking in the enterprise and CRM world.