"Five years ago, I don't think Omnicom would have done something
like this," said Michael Lazerow, chief strategy officer of
Salesforce Marketing Cloud, in an interview. "They would have left
it to a large system integrator to do [customer-relationship
data, technology and analytics arm, will manage the new offering,
which involves all Salesforce products, including its marketing
cloud offerings, CRM, customer service and app development. The
partnership is not exclusive, but gives Salesforce a foothold with
Omnicom. Other terms of the deal were not disclosed.
Mr. Lazerow said Salesforce's software will allow Annalect
clients to better tailor their messaging. For example, different
ads can be targeted to customers vs. prospects, and customer
service teams will know a person's history when responding on
The aim is to collect customer data and share it across all
departments in order to improve the full customer experience. "It's
really more about connecting the dots, than replacing any specific
thing they're doing," Mr. Lazerow said.
The CRM market reached over $20 billion in 2013, according to
Gartner, and its future growth is expected to be driven by
marketers. "A huge, relatively untapped area of this is marketing,"
Omnicom Digital CEO Jonathan Nelson said.