Wettemann attributed a large part of Salesforce’s success to the “usability” of its products, noting that more Salesforce customers are able to “take what they've learned to build custom application on their own and automate more parts of the sales and marketing process, [and] get more out of Salesforce without the need for consultants or other investments.”
“A lot of what Salesforce is doing is making its solutions stickier for their customers,” Wettemann noted. “When marketing tools become a part of standard processes that drive greater efficiency and results, they're more likely to become the company standard -- and companies are less likely to consider switching.”
Ray Wang, principal analyst and CEO of Constellation Research, agreed that the usability of Salesforce.com’s Web products like Radian6 has improved, and pointed to mobile advertising as the company’s next challenge.
“More people are buying Salesforce.com because the usability of their products is better than the competition, but we’re hearing complaints around mobile,” Wang commented. “It’s hard to determine what the 80/20 rule in mobile is and I think they’re still figuring out how that’s supposed to work.”
Looking ahead, in addition to developments in mobile, Wang said he wants to know what the CRM company’s “mobile and analytics stories” will be at the upcoming Dreamforce annual user conference. Even though there are areas that need more work, the company made the right decision in pursing a “customercentric” approach, Wang added. “Salesforce’s customercentric approach has opened the door to many conversations,” he said, “but you can open the door and still not execute. The point is they’re executing and convincing people to buy.”