What Salesforce's acquisition of Tableau means if you work in Marketing
Posted: Thu Dec 05, 2024 6:55 am
Last week we heard the news of the purchase of Tableau, a leading company in the Business Intelligence (BI) market, by Salesforce. Apart from the astronomical figures involved in the operation, it is interesting to understand the consequences that this acquisition has in the world of Marketing and how it changes the panorama.
Those of us who work daily in the Salesforce environment are used to hearing news of acquisitions (or attempted acquisitions). Salesforce's last purchase was another analytics company called Datorama and was announced at the end of 2018. It is no secret that Salesforce is trying to grow through acquisitions and there are numerous rumors that Salesforce itself was negotiating to acquire the social network LinkenIn, an operation that was finally snatched away by its rival Microsoft.
Tableau Salesforce: Gaining Market Share
But back to Tableau: does it make any sense for Salesforce? Especially considering that it has already purchased two other analytics companies with Wave and Datorama. In short, Salesforce has purchased three analytics companies. Wave has become the analytics cloud by changing the product name to Einstein Analytics, Datorama will become part of Marketing Cloud and Tableau is still unclear as to how it will fit into the platform.
To understand this latest move, I think it namibia phone number library makes much more sense if we consider that, just like with the Mulesoft acquisition, the Tableau purchase offers Salesforce the possibility of having a greater presence in all types of Business Intelligence processes within companies. It seems that Salesforce is challenging Microsoft and trying to gain ground within the back office of companies.
In the words of Salesforce CEO Marc Benioff himself: “Tableau helps people see and understand data, Salesforce helps people see and understand customers.” This is another step towards achieving Salesforce’s goal of achieving a 360-degree view of the customer.
Another point to note is that Tableau is not just a cloud solution, much of its solutions are maintained on premise (at the client company's facilities). This strategy diverges from Salesforce's core principle of being a cloud solution.
In summary, what is clear is that Salesforce is gaining a huge market share in the Business Intelligence segment and with the acquisition of Tableau, Salesforce is positioned as a major competitor to Microsoft PowerBI or Qlik View.
Those of us who work daily in the Salesforce environment are used to hearing news of acquisitions (or attempted acquisitions). Salesforce's last purchase was another analytics company called Datorama and was announced at the end of 2018. It is no secret that Salesforce is trying to grow through acquisitions and there are numerous rumors that Salesforce itself was negotiating to acquire the social network LinkenIn, an operation that was finally snatched away by its rival Microsoft.
Tableau Salesforce: Gaining Market Share
But back to Tableau: does it make any sense for Salesforce? Especially considering that it has already purchased two other analytics companies with Wave and Datorama. In short, Salesforce has purchased three analytics companies. Wave has become the analytics cloud by changing the product name to Einstein Analytics, Datorama will become part of Marketing Cloud and Tableau is still unclear as to how it will fit into the platform.
To understand this latest move, I think it namibia phone number library makes much more sense if we consider that, just like with the Mulesoft acquisition, the Tableau purchase offers Salesforce the possibility of having a greater presence in all types of Business Intelligence processes within companies. It seems that Salesforce is challenging Microsoft and trying to gain ground within the back office of companies.
In the words of Salesforce CEO Marc Benioff himself: “Tableau helps people see and understand data, Salesforce helps people see and understand customers.” This is another step towards achieving Salesforce’s goal of achieving a 360-degree view of the customer.
Another point to note is that Tableau is not just a cloud solution, much of its solutions are maintained on premise (at the client company's facilities). This strategy diverges from Salesforce's core principle of being a cloud solution.
In summary, what is clear is that Salesforce is gaining a huge market share in the Business Intelligence segment and with the acquisition of Tableau, Salesforce is positioned as a major competitor to Microsoft PowerBI or Qlik View.