Dun & Bradstreet Announces Deal with SFDC for Data.com Transition

 

Optimizer for Salesforce supports Account Segmentation by Revenue, Employees, Industry, and Location.
Optimizer for Salesforce supports Account Segmentation by Revenue, Employees, Industry, and Location.

For the past nine months, there has been great ambiguity around the future of Data.com, a pair of AppExchange services which combine the old Jigsaw contact file with Dun & Bradstreet account and industry intelligence.  Salesforce has remained mum throughout with Dun & Bradstreet providing details on their earnings calls.

Dun & Bradstreet CEO Bob Carrigan announced that Dun & Bradstreet and Salesforce will be offering a path forward for Data.com clients. In August, Salesforce Data.com stopped offering D&B content for new clients, but legacy clients continued to receive D&B WorldBase, Hoovers, and First Research insights. However, the long-term direction of Data.com remained ambiguous as service revenues declined due to “natural attrition.” Carrigan announced that the two firms have agreed on a transition plan to migrate Data.com customers to D&B Hoovers and the new D&B Optimizer for Salesforce.

D&B Hoovers represents a significant upgrade for Data.com Prospector customers as they will receive deeper global company and contact coverage than before. Users will have access to a deeper set of global contacts, a broader set of screening variables, and company intelligence including financials, filings, SWOTs, news, sales triggers, and alerts.

Optimizer for Salesforce will launch next week at Dreamforce where Dun & Bradstreet will have a larger presence than in previous years. Product specifics were not provided on the call, but some details were posted on the AppExchange Lightning Data site. D&B Optimizer offers a data management dashboard, account record matching using DUNSMatch logic across eighty variables, segmentation analysis (revenue, employees, industry and location), family tree linkage opportunities, duplicate record management, and out of business flagging.  Updates are made every fifteen days.

D&B Optimizer creates “virtual corporate family trees”
D&B Optimizer creates “virtual corporate family trees”

Optimizer for Salesforce is listed at $22 per user per month, $3 less than Data.com Clean.  It is currently available in the US and UK.

“For organizations to grow, they need actionable and complete data across the entire business to ensure that timely and informed decisions are being made.  D&B Optimizer for Salesforce provides Salesforce customers the ability to get the data they want, when and where they need it, directly within their Salesforce instance. This leads to increased productivity and, ultimately, growth for their businesses.”

  • Derek Slayton, General Manager of Sales and Marketing LOB, Dun & Bradstreet

Not only will Salesforce assist with transitioning clients, but they will also be referring prospects to Dun & Bradstreet. Dun & Bradstreet will recognize the full revenue from these products and own the customer relationships going forward, providing them with greater control over the product, increased revenue, and an end to their disintermediated status on the AppExchange.

According to Dun & Bradstreet CFO Richard Veldran, Salesforce revenue is “in the neighborhood of $50 million, because they’re not selling new on their side.” In the short term, that revenue will decline due to “natural attrition.” However, as customers are converted to D&B solutions, the firm will no longer be on a revenue share basis with Salesforce, resulting in in a revenue upswing.  It should be noted, though, that subscription revenue is ratable over the term of the contract so there will be a delay in this revenue recognition.

Salesforce AppExchange Redesign

Salesforce Lightning Data partners include Clearbit, HG Data, Bombora, MCH, and DataFox. InsideView and Dun & Bradstreet were not included in this week's announcement.
Salesforce Lightning Data partners include Clearbit, HG Data, Bombora, MCH, and DataFox. InsideView and Dun & Bradstreet were not included in this week’s announcement but showed up in the above announcement graphic.  InsideView has confirmed that they are developing two Lightning apps.

Earlier this week, Salesforce announced a set of enhancement and new partners on their AppExchange.  The firm is shifting away from Data.com and setting up an ecosystem of Lightning Data partners.

Salesforce is expanding the vision of the AppExchange to a “full blown ecosystem,” said Leyla Seka, EVP of AppExchange.  Along with Lightning Bolts and Data, the firm is also adding intelligent search results, personalized recommendations, industry collections, and Trailhead online learning tools associated with apps.  While 87 percent of customers have deployed apps, the new search and personalization tools will help customers “find the right solution and potentially solutions they didn’t know were available.”

With over 4,000 partner solutions, improved search and recommendations are necessary, particularly as they are merging the various AppExchange stores.  According to Salesforce VP of Marketing Leslie Tom:

“The way that the AppExchange worked was that there were separate stores, such as a separate store for apps, a store for components, and a separate store for consultants — so consultants stayed within their own store; you couldn’t put the consultants in line with the apps and components and the other tools that people are using. In the new AppExchange, we’ve combined all of those things together to show the power of the full ecosystem.”

Salesforce evaluated B2B and B2C marketplaces when redesigning the AppExchange.  “Our aspiration is to be as much like your consumer life as possible in buying your enterprise applications. [To that end, we] tried to bring as many of the best practices from marketplaces into the AppExchange as we could,” said Heather Conklin, Salesforce VP of product management.  “We’re really anchoring this around the idea of being the Salesforce store – the store you need for everything that you do with Salesforce. It’s not just about apps anymore; it’s really so much bigger than that.”


Three Part Series:

  1. Lightning Data from SFDC
  2. Lightning Data Partners
  3. Salesforce AppExchange Redesign