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Dreamforce 2014 trends: IT convergence in full force

DF14 trends: Making IT convergence real?


At Dreamforce 2014, the annual conference for users, there were many themes: mobile-first, customer-centric and data-intelligent were a few such trends on display.

But ultimately, Salesforce CEO Marc Benioff showcased a customer relationship management platform that focuses on IT convergence, that is, converging information and systems. From the technology perspective, this means that various products are designed to work with one another -- and to stitch together mobile, social and analytics capabilities on the foundation of the cloud. [For all our coverage of Dreamforce 2014, check out our articles and video below; click on the sections at left: News, and Dreamforce.]

From the user perspective, the idea is to take silos of experience and join them together --whether these silos are applications or devices; back-office apps or webpages; CRM, ERP or financial data. The goal is to join these silos to deliver a better user experience and to enable that ever-elusive goal: the single view of the customer, or the 360-degree view.

"Salesforce has developed -- and has been delivering on -- a comprehensive and integrated vision for how customers will engage digitally with businesses," wrote Dion Hinchcliffe in a piece on Dreamforce 2014 highlights. "Also core to their products is the capability for businesses to reach customers in all channels."

With its various offerings, from the Sales and Service Clouds to Wave, the analytics offering, and from the Marketing Cloud to Salesforce Lightning, the idea is to join CRM data with other back-office information and third-party data to get a fuller picture of sales prospects and customers and to enable these views in a mobile-first, business-executive-friendly way. Tools like Lightning aim to help developers build in a mobile-first way and create custom apps that plug easily into Salesforce 1, the entire CRM platform. 

New rollouts at DF14: Entrenching social, mobile and the cloud
Wave, the Salesforce Analytics Cloud. Designed with a mobile-first mentality, the new analytics offering has been touted as "analytics for everyone," particularly for business users, who often lack the data expertise of a data analyst but need insights on customers.

Wave can number-crunch many millions of rows of data quickly, is built for mobile devices and targets business executives who need fast, digestible customer information -- without having to use apps like Excel to reach conclusions. The goal of the business intelligence app is that business executives "have all the information [they] need," said Stephanie Buscemi, SVP, about the Analytics Cloud, at the Wave product keynote at Dreamforce. Wave combines CRM data with other sources.

"It's not just customer account information -- not just Salesforce data," she said. "I have third-party inventory data from ERP, unstructured data, social data. It's not with my analyst or IT. It's with me to work with." CEO Marc Benioff at Dreamforce 2014. CEO Marc Benioff at Dreamforce 2014.

Wave has much going for it, but many users may already be entrenched with other business intelligence tools and not ready to switch. It's a trend that SearchCRM will keep a close eye on.

Sales Cloud. With this new mobile sales offering, the company is focusing on the way salespeople really work on the road and enabling that workflow in mobile-, social- and location-based ways.

The Sales Cloud uses as its starting point the mobile UI, or user interface, and makes it easier for reps to access customer account information and to use such location-based services as maps to navigate easily to a sales appointment, as well as third-party information to learn more about whom they might meet with.

"Why can't our business apps be as simple and intuitive to use as consumer apps?" asked Mark Woolen, SVP of product marketing for Sales Cloud.

Features including Notes and Tasks enable reps to take notes directly on a tablet during a sales meeting, then convert those notes into actionable tasks. The app also brings in third-party data for additional information on top customer accounts and provides a visual depiction of a customer's buying status in the lifecycle.

Sales Cloud has built-in intelligence as well as productivity apps, and is designed for easy access and use from anywhere because it's made for mobile devices and built on Salesforce 1.

Sales Cloud also uses Chatter, Salesforce's internal networking app, so sales reps can communicate with colleagues back at the office.

Service Cloud. The new Service Cloud is designed to eliminate friction points for customers as they work with service agents, and to give agents better insight into customers as they try to raise the bar on service.

The Service Cloud includes new features, such as an SOS button for interactive chat help from a service agent. SOS for Apps is similar to the Mayday button for the Amazon Fire Phone and provides in-context access to customer service with a live video connection to an agent, on-screen guided assistance and screen sharing.

The Agent Console is designed to give customer agents access to articles and other related material to help them resolve customer service issues or potentially upsell customers on related products.

Outfitted with the Salesforce Community Cloud, the company's new self-service communities enable customers to get their questions answered from experts and peers.

"These are WordPress-like templates that are part of Service Cloud 1 that any business user can," said Sarah Patterson, VP of product marketing for Service Cloud. "They can get a community spun up in a matter of minutes without needing to get technical support."

Marketing Cloud. The Marketing Cloud is designed to help marketing teams interact with customers with better intelligence in a more automated way. It includes features like Journey Builder for Apps, which enables a company to tailor marketing to particular customer profiles and preferences and automate message delivery to make these processes more efficient and accurate. The Marketing Cloud also enlists the intelligence and analytics to get deliver about customers and where they are in the purchasing journey. The Marketing Cloud also incorporates social features and group messaging.

Salesforce Lightning. Lightning is a set of development tools to help companies customize and deploy new apps to mobile devices running Salesforce1. It provides tools, a framework and a visual builder to build apps together "like Lego bricks," said Salesforce co-founder Parker Harris. Lightning isn't yet available on the tablet, but it will be later in the year and on the desktop in 2015, as well as in new wearables, like the Puls watch that musician debuted at Dreamforce.

As Salesforce partners build apps for everything from restocking to QA testing, Lightning offers a database of reusable components that partners can fit for their own use. And there is no need to know how to code.

Have users caught up with converged systems?
But as collaboration and CRM expert Hinchcliffe noted, both users and the marketplace may not yet be ready for some of the changes that these new applications signal. Hinchcliffe wondered whether these new apps will enable users to be more productive and make more insightful decisions or whether this "torrent" of new technology will just overwhelm them.

There's also ample reason to ask whether companies saddled with legacy applications and data are ready to make the move. Some of these IT silos of data and applications aren't geared to the cloud or mobile and may not be simply converted there.

Despite these challenges, Dreamforce 2014 reveals the possibility of how converging IT systems might create more intelligent business processes for sales teams, marketers and business executives -- and a more frictionless experience for customers. At SearchCRM, we'll be watching these trends to see how they coalesce or converge.


Pre-Dreamforce buzz

With Dreamforce 2014 on the horizon, CRM experts and users talk about what they're anticipating at's annual conference. In advance of the week-long event, Salesforce released new products, such as Sales Cloud1, Service Cloud1 and its much-awaited Analytics Cloud, Wave. Examining the state of the CRM market is also a topic of interest heading into Dreamforce.


Wave aims to democratize data analysis

Salesforce kicked off Dreamforce by rolling out its much-awaited analytics offering, Wave, which hopes to add more business intelligence capabilities for business users. Its number-crunching features are native to the Salesforce platform that strives to make real-time data digestible. Continue Reading


Buzzing about analytics on eve of Dreamforce

A few weeks before Dreamforce, talk centered on Salesforce's anticipated rollout of new analytics capabilities native to the company's existing applications. CRM expert Geneva Stephens discusses the projected release, as well as other things to expect from the conference. Continue Reading


Data quality, analytics highlight points to be improved in CRM

A study of 1,000 Salesforce customers revealed that, while CRM systems have been shown to improve customer experience, issues like data quality, analytics and mobile initiatives are still points of concern for businesses. Continue Reading


Pair of Salesforce products released

In an effort to boost sales performance and customer service, Salesforce rolled out Sales Cloud1 and Service Cloud1 in advance of Dreamforce. The products contain new features for salespeople to work with on their mobile devices, screen-sharing and live video connection capabilities. Continue Reading


Is the collaborative economy always a good thing?

The sharing economy is breaking through conventional company models, but turning to a part-time contract worker economy may not always be a good thing. Continue Reading


The state of cloud-based ERP

Does cloud-based ERP have a place amid other back-office applications? In an interview with Jeremy Roche, CEO of, the shift from on-premises ERP to the cloud is discussed, as well as his thoughts on wearables and Dreamforce 2014. Continue Reading


Company integrates SAP, Salesforce to boost customer experience

EMD Millipore needed a way to make its product quoting practices and communications to customers more seamless and consistent. To help, it brought its ERP and CRM systems together to bridge the gap. Continue Reading


The quest for paperless, digitized transaction management

In an increasingly globalized business world, keeping work paper-based can slow down critical processes. DocuSign is a company trying to push digital transaction management to make businesses more efficient. Continue Reading

Reports, reactions from Dreamforce

Thousands flocked to San Francisco for's annual user conference, Dreamforce, eager to try and solve their business problems and learn from industry colleagues. A hot topic proved to be Salesforce's Analytics Cloud, Wave, which was rolled out at the outset of the conference to a lukewarm reaction from users. The company also signaled an improvement in its relationship with Microsoft, while other topics included best practices on cleaning dirty data and implementing Salesforce on a large scale.


Will Wave live up to the hype?

Following the announcement of Salesforce's Analytics Cloud, companies aren't quick to hop on the bandwagon. There are still concerns about what it will cost, whether it can deliver the speed and mobile capabilities it promises, and what users will do with their existing business intelligence tools. Continue Reading


Internet of Things still has challenges to overcome

Internet-of-Things-connected devices promise to improve business process management and promote efficiency. But issues such as data security and a lack of standards are holding it back from becoming mainstream Continue Reading


Is this a new era in Salesforce-Microsoft relationship?

Dreamforce 2014 saw a potential cooling between the two companies despite their competition for CRM customers. With new leadership in place at Microsoft, Salesforce CEO Marc Benioff signaled that more collaboration is ahead through a partnership announced in May and interoperability with Microsoft products. Continue Reading


Tips for large-scale Salesforce implementation

Large enterprises often deal with daunting circumstances, such as global reach, legacy applications and huge volumes of data, and Salesforce deployments can present many challenges. Speakers at Dreamforce 2014 shared best practices for implementations on a large scale. Continue Reading


How to prevent dirty data problems

Filling a database with names and titles of prospects can hurt a company's sales process if the proper vetting practices aren't instituted. Poor-quality data is increasingly detracting from business agility. Best practices need to be put in place to maintain the integrity of data at the source. Continue Reading


Advent of beacon technology raises privacy concerns

Beacons, which know when a mobile device is present, present new opportunities for retailers who want to get closer to customers and improve their experience by sending them discounts and offers via their mobile devices. But tracking a customer's location presents privacy issues that companies must be aware of. Continue Reading


Attendees tweet cheers, jeers at Dreamforce

Looking for ROI from their investment in Salesforce, attendees in Dreamforce took to Twitter to voice their opinions about the company's new products and its future. Continue Reading

3Dreamforce coverage-


The release of Wave was a hot topic at Dreamforce 2014. The much-awaited release of Salesforce's Analytics Cloud is a native business intelligence capability for its platform, giving users a visual representation of data without having to be a full-fledged analyst. Some customers see Wave as appealing, but there is hesitancy to commit at this early stage.


Wave: Gauging reaction and adoption at Dreamforce 2014

With Salesforce's announcement of its new, native analytics capability, users have access to a visual presentation of data that is mobile-friendly. But are companies ready to leave their existing business intelligence tools to adopt this new product?

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