MarketingAt Dreamforce, a brand new information platform and enhancements...

At Dreamforce, a brand new information platform and enhancements to Slack

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After experimenting in 2021 with a digital expertise prolonged over a number of weeks, Dreamforce went again to in-person in San Francisco this week — with continued digital entry too. The important thing bulletins included the supply of a brand new information platform resolution, Genie, and improvements round Slack, which Salesforce acquired final 12 months.

Attendance is estimated at 40,000, a pointy decline on the 171,000 reported in 2019. Star company vary from Magic Johnson and Bono to the Pink Sizzling Chili Peppers.

Genie is out of the bottle. Genie, now typically out there, marks the newest stage in Salesforce’s lengthy and winding buyer information journey. In 2019, at Salesforce Connections, the CRM big introduced the launch of a CDP inside the Salesforce 360 buyer platform with Buyer 360, its complete product suite. The brand new CDP would permit superior viewers segmentation, based mostly on entry to real-time information, in addition to execution in opposition to these segments throughout advertising and marketing, commerce and repair.

It took a full 12 months to launch the CDP, to be referred to as 360 Audiences — within the quick time period, at the very least. In early 2021, the title was withdrawn in favor of the easy Salesforce CDP. Now we now have Genie to conjure with, described in a launch as “a hyperscale real-time information platform that powers the whole Salesforce Buyer 360 platform.”

Genie goals to ingest buyer information at scale, throughout advertising and marketing, gross sales and repair, create unified buyer profiles, and do all of it in milliseconds. When it comes to what’s introduced right here, the excellence between Salesforce CDP and Genie shouldn’t be instantly clear, though Genie is implied to be bigger in scale and quicker.

There are some new parts, nonetheless. Monitoring a clear development within the CDP trade, Genie will have the ability to question information straight from Snowflake in addition to the standard vary of selling channels. There’s additionally a boutique App Alternate referred to as the Genie Assortment, to date that includes 18 Genie companions, together with information activation and enrichment platforms and a few excessive profile information technique consultancies.

Slack improvements to spice up productiveness. Salesforce additionally introduced the launch of Slack Canvas and enhancements to Slack Huddles.

  • Canvas, out there subsequent 12 months, is described as a brand new “floor” inside Slack the place groups can set up and curate sources and pull in Buyer 360 information.
  • New Huddles options embrace light-weight video and multi-person display sharing. They are going to be out there within the coming weeks.

Additionally, a sequence of main consultancies, together with Accenture, Deloitte and PwC are engaged on Slack roll-outs geared toward particular industries.


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Why we care. Lengthy-established as by far the market chief within the CRM area, no matter Salesforce does is information. Up to now, on the 12 months’s Dreamforce, the speak appears to have been much less about CRM and extra about CDP (to not be confused). The query to be resolved is whether or not Genie is a rebranding of Salesforce CDP or an genuine advance on it. Merely calling it “a hyperscale real-time information platform” shouldn’t be sufficient to make it one thing aside from a CDP, particularly when it’s truly described as CDP on the Genie Assortment house web page.

With the Slack improvements, even when Canvas appears to be like a great distance down the highway, Salesforce may catch a wave. Collaboration — and certainly distant collaboration — could be very a lot front-of-mind, not only for entrepreneurs however throughout enterprise models.

Dig deeper: Salesforce unveils options to spice up automation for advertising and marketing and gross sales


About The Writer

Kim Davis is the Editorial Director of MarTech. Born in London, however a New Yorker for over twenty years, Kim began overlaying enterprise software program ten years in the past. His expertise encompasses SaaS for the enterprise, digital- advert data-driven city planning, and purposes of SaaS, digital know-how, and information within the advertising and marketing area.

He first wrote about advertising and marketing know-how as editor of Haymarket’s The Hub, a devoted advertising and marketing tech web site, which subsequently grew to become a channel on the established direct advertising and marketing model DMN. Kim joined DMN correct in 2016, as a senior editor, turning into Government Editor, then Editor-in-Chief a place he held till January 2020.

Previous to working in tech journalism, Kim was Affiliate Editor at a New York Instances hyper-local information web site, The Native: East Village, and has beforehand labored as an editor of a tutorial publication, and as a music journalist. He has written lots of of New York restaurant critiques for a private weblog, and has been an occasional visitor contributor to Eater.

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