Dissecting Salesforce.com's Radian6 deal
As part of his ongoing series of roundtable interviews, Brent Leary talks to leading experts from the world of CRM and social CRM about topical issues. This month his panel explores the implications of Salesforce.com's acquisition of Radian6.
This roundtable session's panel consists of...
- Brent Leary: Brent Leary is a crm industry analyst, advisor, author, speaker and award winning blogger. He is co-founder and Partner of CRM Essentials LLC, an Atlanta based CRM advisory firm covering tools and strategies for improving business relationships. In 2009 he co-authored Barack 2.0: Social Media Lessons for Small Business. Recognised by InsideCRM as one of the 25 most influential industry leaders, Leary also is a past recipient of CRM Magazine's Most Influential Leader Award. He serves on the national board of the CRM Association, on the advisory board of the University of Toronto's CRM Center of Excellence, and on the editorial advisory board for The Atlanta Tribune. Leary writes a regular online column for Inc. magazine, and blogs at BrentLeary.com. He can be found on Twitter at http://twitter.com/BrentLeary.
- Denis Pombriant: Denis Pombriant is a well-known analyst at Beagle Research Group and thought leader in the CRM space and writer for CRM Magazine. He conducts research in emerging areas of front office technology and business and he consults regularly to many of the leading companies in CRM. His latest book is “Hello, Ladies! Dispatches from the Social CRM Frontier.” He is a frequent speaker on CRM topics and gave the keynote address at the 2010 CRM Evolution conference.
- Paul Greenberg: Paul Greenberg is author of CRM at the Speed of Light and president of The 56 Group. He is also managing partner/CCO of BPT Partners, executive vice president of the National CRM Association and co-chair of the Rutgers CRM Research Center.
- Michael Fauscette: Michael Fauscette leads IDC’s Software Business Solutions Group which encompasses research and consulting in enterprise software applications including ERP, SCM, CRM, PLM, collaboration and social applications and cloud computing. He also provides thought leadership in the area of social applications and the transition to the social business. Prior to joining IDC, Michael held senior consulting and services roles with seven software vendors including Autodesk, Inc., PeopleSoft, Inc. and MRO, Inc.
It fills a hole that Salesforce had in its product line and I think it fits in well with the ServiceCloud and the SalesCloud and Chatter.
Brent Leary: Paul?
I hope they launch a services initiative that focuses on improving business processes through listening to customers.
I think there are a couple of opportunities that we haven't mentioned yet - the idea that they can take Radian6 and insert that into the Force.com platform and make socialytics available to their partners downstream in other types of applications. I think that could be really interesting from a partner and a customer perspective. The idea that Chatter is already integrated into the Radian6 engagement console is going to be a big help on both sides from that stand point, although, frankly I think that Chatter has some limitations since it is still a firewall constrained application. It doesn't reach out to partners or suppliers and it's not a tool that you can use to build a whole ecosystem, to build inside the enterprise today.
I think the culture is going to be a challenge. Both of the companies have a bit of edge and I think that is a good thing.
What has fascinated me about this whole thing was, I have never seen so many vendors send out statements analyzing this thing in my life and I am sure that all four of us got those statements. We saw them from, Eloqua, Marketo, and dozens of companies all in all. Interestingly enough, I don't remember if Microsoft, SAP or Oracle. I know that Oracle didn't respond, but I don't remember if Microsoft or SAP did, I don't think so. But, what was fascinating to me was that the industry itself, even though they are being challenged really to some degree here because the reality is Salesforce, once again bought the market maker when it came to social media monitoring, they bought the market maker.
The potential in this thing is huge. The other vendors are going to be forced to respond in some way because none of them have anywhere near the capability, that the combination of these two provide
Frankly, I think the bigger winner in some ways may actually be the partner community because once you get the Radian6 platform really embedded into Force.com, they can make that available out in all of these other applications.