Services for Organizations

Using our research, best practices and expertise, we help you understand how to optimize your business processes using applications, information and technology. We provide advisory, education, and assessment services to rapidly identify and prioritize areas for improvement and perform vendor selection

Consulting & Strategy Sessions

Ventana On Demand

    Services for Investment Firms

    We provide guidance using our market research and expertise to significantly improve your marketing, sales and product efforts. We offer a portfolio of advisory, research, thought leadership and digital education services to help optimize market strategy, planning and execution.

    Consulting & Strategy Sessions

    Ventana On Demand

      Services for Technology Vendors

      We provide guidance using our market research and expertise to significantly improve your marketing, sales and product efforts. We offer a portfolio of advisory, research, thought leadership and digital education services to help optimize market strategy, planning and execution.

      Analyst Relations

      Demand Generation

      Product Marketing

      Market Coverage

      Request a Briefing

        Ventana Research Analyst Perspectives

        << Back to Blog Index

        Other Side of the Pond Takeaways from Salesforce Dreamforce puts on a marketing event that no other software vendor can come close to. Any CEO that can get MC Hammer rapping about your company as an introduction to your keynote has to be admired. The actual content got mixed reviews; my colleague Mark Smith saw some shortfalls in how supports analytics, while Robert Kugel felt the company’s cloud-based software could help midsize companies.

        I wasn’t able to attend, but from what I saw the event was similar, though on a bigger scale, to the company’s U.K. event not so many months back.’s main message has moved from “the cloud” to “social.” As far as is concerned, everyone, every company, every thing has gone social, and if companies that haven’t done so as yet don’t follow suit then they will struggle to survive. My recent benchmark research into customer feedback management shows this might not be quite as true as would have you believe, but social tools certainly have an impact on how companies collaborate internally and how they engage with customers.

        Alongside the main keynotes, there were several sessions that illustrated that is not standing still and has been investing in Sales Cloud, Service Cloud, Chatter and its development platform, In addition the company made announcements around Marketing Cloud (although I am sure I heard those in London) and, which means that has pretty much got the enterprise covered.

        What interests me most are Service Cloud and, which seems to me very much the poor relation. However, both fill a critical hole as companies try to improve customer engagement and the customer experience. All my recent benchmark projects leave me in no doubt that customer engagement (service) is now a multi-media challenge that includes social media. Companies now support an average of four or five channels through which they interact with customers. Having a view of those interactions, and other related customer information, is critical to resolving customer issues, providing excellent experiences and keeping customers loyal so they buy more. Cut away all the hype and this is what both Service Cloud and do, and companies should see them in that light. By themselves they do not constitute a contact center in the cloud, as they don’t do the tricky bit of managing how interactions are received and delivered. However, has several partners that do this, such as Five9, Genesys, Interactive Intelligence, LiveOps, NewVoiceMedia and Vocalcom. By using products in combination companies really can get a grip on customer interaction management and the customer experience.

        One final takeaway: Personally, I like it when Salesforce soft-sells products and services through case studies. I find companies are still tentative about moving to the cloud, and hearing about other companies that have “been there, done that and been successful” will go some way to overcome those fears. Like Rob, I think it a little sad that concentrates on large or high-profile companies to illustrate its successes, as the cloud opens up the same opportunities for small and midsize companies too.

        In a relatively short space of time has grown into a major global corporation. It has finally gotten companies to accept sourcing its products off-premises. It has products and partners that supply all manner of products; enough to support most organizations. It has made us all think social. What comes next? All we can say for sure is that no company, whether vendor or end user, can ignore, and we can only wonder what the next Dreamforce will be like.


        Richard J. Snow

        VP & Research Director


        Ventana Research

        Ventana Research, now part of Information Services Group (ISG), is the most authoritative and respected market research and advisory services firm focused on improving business outcomes through optimal use of people, processes, information and technology. Since our beginning, our goal has been to provide insight and expert guidance on mainstream and disruptive technologies. In short, we want to help you become smarter and find the most relevant technology to accelerate your organization's goals.


        Our Analyst Perspective Policy

        • Ventana Research’s Analyst Perspectives are fact-based analysis and guidance on business, industry and technology vendor trends. Each Analyst Perspective presents the view of the analyst who is an established subject matter expert on new developments, business and technology trends, findings from our research, or best practice insights.

          Each is prepared and reviewed in accordance with Ventana Research’s strict standards for accuracy and objectivity and reviewed to ensure it delivers reliable and actionable insights. It is reviewed and edited by research management and is approved by the Chief Research Officer; no individual or organization outside of Ventana Research reviews any Analyst Perspective before it is published. If you have any issue with an Analyst Perspective, please email them to

        View Policy

        Our Analysts

        Subscribe to Email Updates

        Posts by Month

        see all

        Posts by Topic

        see all

        Analyst Perspectives Archive

        See All