Instead, Benioff simply acknowledged the company’s growth in marketing tech through acquisition: “[The marketing technology industry] is not a zero sum game, and there’s plenty of room for everybody,” he said. “We believe strongly in this and have bought a lot of assets because we needed to find our way through that opportunity.”
One of the issues plaguing many vendors who build through acquisition is the extent to which their disparate technologies can be integrated. Benioff acknowledged that for Salesforce.com, certain components require tighter unity than others.
“With lead nurturing for example, between now and Dreamforce you’ll see an extremely deep integration between Salesforce and Pardot (a marketing automation solution that’s a part of ExactTarget),” he said. “We continue to scale that business and make sure it’s extremely integrated. With ExactTarget, that unit is more loosely coupled because many key areas it focuses on do not need to be as deeply integrated as the Pardot assets, but we can have shared contacts and bring in our consoles.”
Certainly Benioff’s ambitions are not confined to marketing tech. Salesforce.com has three core products beyond ExactTarget Marketing Cloud: Sales Cloud, Service Cloud and its re-architected, mobile-first platform Salesforce1, released last November.
“Our goal,” said Benioff, “is each one becomes a multi-billion dollar product.”