is embarking on a major push into the marketing capabilities game. Judging from the following two comments CEO and co-found Mark Benioff made during his May quarterly results conference call with analysts, their big DreamForce pow wow in September should be particularly interesting:

Benioff said he sees a multibillion-dollar opportunity for Salesforce in the marketing area and agrees with the prediction that chief marketing officers will soon be spending more on technology than CIOs. This trend plays into Salesforce’s investments in social listening company Radian6, the Heroku platform for building interactive marketing applications, the Web publishing service, and the cloud database.

“The questions for us are how do we build a full marketing suite, how do we become the marketing desktop, and how do we build the marketing front office,” Benioff said. “We’ll have a lot to say about that at Dreamforce in September.”

Leading analysts such as Forrester Research and others have long commented that there is a significant gap in the marketplace for a genuine “marketing application suite”.

Here’s a good commentary.


A strategic marketing executive with extensive experience delivering business results for Ansell Healthcare, Mercedes-Benz, consultancies and organisations in Australia, Asia and Europe. Leading-edge skills built around the fundamental principle that, in an era of rapid product and service commoditization, the customer experience matters and is a key driver of competitive advantage. Fully cognizant of the need to synchronize processes, business technology and people to ensure that brand promises are mirrored by reinforcing brand actions. Thrives in “can do”, values-driven organisations which are committed to consumer-focused innovation and making a difference by thinking strategically but acting pragmatically. An accomplished, collaborative business leader and communicator with excellent interpersonal and public speaking capabilities. Key strengths: • Building influence across the business • Harnessing emerging customer trends • Thriving on market and technology change • Differentiating the brand experience • Optimizing the marketing and media mix • Creating and nurturing high-performance teams and relationships Specialties Assets and transferable skills include leadership, strategy development, project management, technology utilization, business process improvement, performance metrics and public speaking. Email: