Dive Brief:
- After launching its Wave Analytics Cloud less than two years ago as a data visualization tool for sales managers, Salesforce is launching a series of Wave apps for specific verticals, including an app for B2B marketers.
- The move will allow Salesforce and third party vendors to build custom apps for the Wave Analytics Cloud, according to TechCrunch.
- The Wave dashboard for B2B marketers is designed to uncover what works and doesn’t with marketing campaigns and stragegies, and help improve alignment between marketing and sales departments.
Dive Insight:
Salesforce first made its name with its flagship CRM software used by salespeople across the globe, but the company has been evolving for years. Several years ago, it began focusing on the cloud and bought B2B marketing tech firm ExactTarget for $2.5 billion, which has since gone on to become the Salesforce Marketing Cloud.
Even though marketers often piece together marketing technologies from different vendors, some of the largest players in the field (Salesforce included) are now offering more integrated solutions. A company using Saleforce as its CRM solution might look to the Salesforce Marketing Cloud for marketing automation since the buyer knows those two technology pieces would integrate seamlessly.
Digital marketing — and the technologies that come with it — have brought together a stronger alignment between marketing and sales departments, two groups that have a historically ambivalent relationship at best. The new Salesforce Wave update could help foster alignment through dashboards that both groups can use and understand.