I attended the Salesforce World Tour Event in Boston yesterday and came away a bit underwhelmed. I’ve attended it for the past four or five years, so that may be part of the reason I didn’t stay for the full day.
In attending, I had several topics top of mind:
- What is the future of Data.com? Will it be phased out and when? If they are attriting 30% of their revenue this year (a Dun & Bradstreet estimate), how are they guiding their customers to AppExchange solutions in lieu of Data.com?
- How is Einstein being infused into their Sales Cloud? How are they ensuring that Einstein Insights are based on accurate and timely data?
- What is the future of SalesforceIQ CRM technology (it is being decommissioned in 23 months)?
- Meeting with Sales and Marketing Intelligence vendors on the floor.
I stopped by several of their sales and platform booths, but nobody had any answers on Data.com. This is the second year in a row in which there was no mention of data or the future of B2B prospecting, data enrichment, or sales intelligence at the event. Salesforce has never been much of a data company. They botched Data.com from Jigsaw acquisition through decommission. A few months after announcing a detailed roadmap at Dreamforce, they cancelled their Dun & Bradstreet content partnership in early 2017.
But if you are going to build analytics into your platform, license the iconic Einstein name for it, and tout it as an enabling technology for all of your clouds, then maybe you should have a strategy for ensuring that Einstein Insights are based upon quality data.
I did get to see a quick demo of Einstein Insights for the Sales Cloud. It provides lead scoring with recommendations so a sales rep can see whether a lead is likely to convert (or other goals) and review the top reasons for the score. It even goes so far as to recommend additional contacts but fails to justify those names. It appeared the names were mined using the SalesforceIQ technology, but all that was demonstrated was the name — no title, level, or reason to reach out to that individual. Salesforce is on the right track here but needs to expand its explanations for lead scores to its contact recommendations.
As to sales and marketing intelligence, there was only one vendor on the floor — Zoominfo. They were demonstrating their new Clean and Complete services for Salesforce. Clean provides batch account, contact, and lead record enrichment while Complete provides account, contact, and lead record appends during data entry and batch upload. Due to the depth of the Zoominfo database, the Complete service has an 80% account match rate and a 65% contact match rate.
Both services support custom mapping. Pricing is based upon record volume.
The keynote lacked the energy of prior years when Keith Block, COO, performed the duties. While Sarah Franklin, EVP of Developer Relations did a fine job, Block is from Boston and made sure the event was localized. Missing this year were sports heroes (e.g. Tom Brady, Bill Belichick) and the Drop Kick Murphys. If you want to wake up a 10:00 AM keynote, the Drop Kicks and their Irish punk are a great way to do so.
I’m a sailor peg
And I’ve lost my leg
Climbing up the top sails
I’ve lost my leg!I’m shipping up to Boston, whoa…
- “I’m Shipping up to Boston,” Drop Kick Murphys
There was a presentation on Year Up (an inner city business training program) with a local success story, but the 75 minutes were basically rehashed Dreamforce partner videos and content with a focus on B2C. Even the B2B example, 21st Century Fox, was equally a promo for “Dead Pool 2” and other Fox properties as it was a demo of Quip and its marketing and project management tools. The distributor relations aspect of the story was a bit light.
So let’s bring back Keith Block next year and expand the exhibition space. The Hynes Exhibitor Floor was too crowded, too hot, and too noisy.
I don’t mean to grouse. Salesforce is a terrific company. They have a strong social mission, a market leading product, and an ability to keep things fun. It’s just that this year didn’t match prior Boston events, and the company has diversified into so many clouds and capabilities that the Sales Cloud and Sales Partner solutions get crowded out.