Customer 360 Might Be the Product that Fulfills the Dream
Salesforce does not store much of the world’s enterprise data, which still resides on legacy systems.
Even for a CEO as charismatic as Marc Benioff, it would be well-nigh impossible to convince enterprises to discard the systems they have been using successfully for decades and move to the Salesforce’s cloud.
Technical complications aside, such a move would be exorbitantly expensive. So Salesforce is not even trying.
Customer 360 is not a customer data platform (CDP), but a super-platform that creates customer meta-profiles. It does not keep a record of all client interactions. The data remains in the system where it originated. Only the core attributes needed to identify an individual are kept; if more data is needed then it is fetched from the system where it is actually stored.
The data storage system can be Marketing Cloud, Sales Cloud, SAP, Dynamics ERP, or any of the 1,100 apps that an average enterprise uses.
Instead of starting from scratch, companies can build on what they already have. Salesforce is counting on this feature to win the hearts and minds of CEOs.
(As a side note, the feature is built on top of Mulesoft’s Anypoint Platform which Salesforce acquired for $6.5 billion earlier this year.)