“To be number one in marketing, we’re going to have to achieve more than a billion dollars in revenue,” Benioff said. “You’re going to see us experiment and innovate through acquisitions, in pricing, in features and functionality, and messaging.”
Social.com, the Marketing Cloud add-on that lets marketers apply their CRM and social listening data to social campaigns, represents Salesforce.com’s largest foray into advertising so far. The platform, which was formerly Brighter Option, a company that Buddy Media bought before being acquired by Salesforce.com, is currently managing about 500,000 social ad campaigns for customers, according to Benioff.
Salesforce.com will have to fill several holes before becoming a powerful advertising vendor, observed Gartner analyst Andrew Frank. “I think if you’re going to be comprehensive about advertising, then in addition to social, you’re going to need an answer for search, an answer for display and possibly an answer for video, and in order to orchestrate it all, you might need a marketing automation platform and a data management platform,” Frank said. “There’s no shortage of technologies that they could probably benefit from.”