Dreamforce 2015

©2015 GZ Consulting – All Rights Reserved September 21, 2015
The following is a sample of my weekly Market Insights Newsletter which covers the Sales Intelligence DaaS, Data
Hygiene, and Predictive Analytics spaces. This issue was published on September 20th
, 2015.
It’s About the Customer
While a few years ago, the emphasis was on the cloud (“No Software”), Salesforce’s focus is now squarely on the
customer. CEO Marc Benioff told Jim Cramer (“Mad Money”) that “Salesforce is the customer company. If you
want to connect with your customers in a new way, you come to Salesforce. There’s never been a technology
company like that before, [one] dedicated entirely to helping companies connect with their customers.”
“This isn’t about the cloud,” continued Benioff. “and it never was about the cloud. It’s about the customer...the
cloud is about technology, and you know this is transient. The technology we are talking about today will be
obsoleted in three, four, five years from now. It will be all new technology. What’s the one thing that will be the
same five years from now? [The company], the customer, and all the new things we can do” for the company and
its customers.
Benioff noted that this summer’s acquisition rumors were external to the company due to Salesforce being “such
an attractive company.” Benioff is looking forward to Salesforce becoming the fourth largest software company
in the world next year behind only Microsoft, Oracle, and SAP. “We’re still growing at an incredible rate. Why is
that? It’s the customer focus.”
The show garnered 170,000 registrations and 400 partners.
Internet of Things Cloud
Salesforce.com has been talking about the Internet of Things (IoT) for a few years
now. Their most common example was a Phillips toothbrush that transmits your oral
hygiene to your dentist. I always thought that a narcing toothbrush was a little silly, but
CEO Marc Benioff used it as his go to example. Of course, there are many possible
examples including machine to machine communications and various sensors (e.g. consumer products enabled,
mobile, wearable) providing 24x7 intelligence to improve efficiency, efficacy, safety, quality, customer
satisfaction, etc.
Benioff commented that the Internet of Things is only one of five recent revolutions in computing with the others
being the cloud, mobile, social, and data analytics which have shifted the relationship between businesses and

consumers. “This is more than an IoT revolution. It is truly a customer revolution, and that’s why we want to
welcome you to the Internet of Customers. Because behind every one of these things...is a customer.”
Benioff continued that we are entering a world of “mass customization” where users expect a one-to-one “high
fidelity relationship” regardless of the IoT device. Furthermore, customers expect one-to-one service on any
device with all of the customer touchpoints knowing “what I’m doing and how they can support me whenever I
need that help.”
Salesforce began to make good on this vision with the launch of an IoT Cloud which collects and analyzes web
connected devices and sensors and ties the data to Salesforce apps. The new platform will be in pilot mode in H1
2016 and will launch later in the year. Pricing will be announced at general availability.
Underpinning the service is “a
massively scalable, real-time
event processing engine”
called Thunder which can be
used by companies to analyze
customer activity and create
alerting rules. The platform
can ingest billions of events
per day. As with their Wave
Analytics platform, the new
cloud is designed for non-
technical staff.
“Salesforce is turning the
Internet of Things into the
Internet of Customers,” said Benioff. “The IoT Cloud will allow businesses to create real-time 1:1, proactive
actions for sales, service, marketing or any other business process, delivering a new kind of customer success.”
"Our motivation behind Thunder and the IoT Cloud was the mounds of data out there," said Tod Nielsen, EVP of
Salesforce's App Cloud. "Thunder and IoT Cloud empower people to do something with their business logic to
better engage with their customers." Furthermore, the IoT Cloud "is democratizing cloud data so mere mortals
can use it. It enables mere mortals to interact with Big Data."
Speaking to Jim Kramer, Benioff discussed toy company Mattell that now connects their toys via IoT. “They know
they need to be more connected with their customers than ever before, and they can and it’s easy to do it...they
can do it easily, fast, and it’s very low cost to do. And I’m not abstracted from Mattell anymore. Before, Mattell
never knew that I owned Hot Wheels or Barbie. Now Mattell knows everything I own, everything I have,
everything I don’t have – all the upgrades, the upsells, the cross-sells. But the thing is, the exciting part, is that I
have a relationship with Mattell, with the factory, with the dealer. I can get it serviced. I have more fun and enjoy
my Barbies more than ever.”
Salesforce noted a forecast that there would be 75 billion connected devices by 2020 with data volume growing
exponentially. The McKinsey Global Institute published a study that forecasted an $11.1 trillion dollar annual
impact from connected devices.

Salesforce gave the following
examples of “1:1 proactive
engagement” from the IoT cloud:
“A thermostat provider can parse
through billions of events
gathered from weather
forecasts, sensors and
temperature settings to
proactively alert customers on
how to manage their HVAC usage
within their predefined budget.
Or, a vehicle assistance service
partnering with an auto brand can send personalized offers on behalf of local dealers based on sensor data that
tracks fluid levels and mileage.”
During the Keynote, Salesforce co-founder Parker Harris announced that Microsoft is a launch customer on the
iOT cloud with events passed from Azure to Thunder. One of the implementations is the Office365 platform
which notes millions of daily events related to site visits, downloads, purchases, etc. The events are sent to
Thunder which applies a rules engine for actions. For example, if a user signs up for Office 365 but fails to install
mobile apps during the first day, the rules will generate a reminder email.
“IoT deployments only bring value when organizations are able to act on the information that their IoT networks
generate,” said Gary Barnett, chief analyst at Ovum. “The ability to make sense of that data by connecting it with
existing customer information will be a key factor in turning data into action.”
“Large organizations need systems to make sense of and drive business value from the massive amounts of
machine data that will be generated in the coming years. Informatica Cloud’s deep integration with
Salesforce.com, combined with Informatica’s Project Atlantic’s intelligent IoT data structure discovery, can bring
this potentially dark data to light. This integration can combine this data with events and other enterprise data to
derive insights and recommended subsequent actions, based on rules,” said Ronen Schwartz, VP and General
Manager of the Informatica Cloud, one of the IoT Cloud launch partners.
“The rich Salesforce.com connectivity and data transformation capabilities of Informatica Cloud and on-premise
software can process IoT data at any scale to be combined with existing enterprise data and systems,” continued
Schwartz. “Data movement, processing, parsing, cleansing, mastering and masking can all be orchestrated with
Informatica’s visual tools. This fit-for-purpose data can then be put to work to power event-driven operational
systems, such as customer recommendations.”
Other launch partners include ARM, Etherios, PTC ThingWorx and Xively LogMeln.
Benioff allowed Microsoft Chairman John Thomson to give the big picture opportunity of IoT, “We will make the
ubiquity of computing available to everyone through mobile devices and cloud based services. That will change
the wealth of this planet and that will change the opportunity for every individual on the planet itself to
participate in this great future of ours.”
Lightning
Last year, SFDC announced Lightning as a mobile development platform but have since extended it across the
desktop. Within the Sales Cloud, there are over fifty new screens designed to improve sales productivity through
new components, dashboards, automated workflows and insights. Screens are built on components which can be
dragged and dropped and quickly resized. Lightning now includes a component exchange to assist with rapid
development.

Users can access the Lightning Experience by a simple drop down providing an immediate transition to the new UI
with all of the apps located in the left hand bar.
A new activity timeline automatically logs and displays account activity freeing up time the rep formerly spent on
data entry. Their customer research found that sales reps wanted to easily determine “What did I do last and
what should I do next?”

The flip side of automatically collecting account activity is that the activity can be used for making
recommendations to clients. The new SaleforceIQ for Sales Cloud service (discussed below) allows sales reps to
sell from anywhere on any device and combines their Inbox with their calendar, Salesforce, data derived insights,
and a scheduling assistant. Users can even create accounts, contacts, and opportunities directly from their Inbox.
Another new dashboard is “My Sales Metrics” which provides direct, customizable access personal
analytics. Dashboard layouts can be immediately modified through drag and drop with elements immediately
resized, allowing the individual to focus on their top metrics.
List views now include optional visualizations to assist with analyzing the list. Thus, an opportunities list view can
include Pipeline by Account and top opportunities. As the elements are components, the format can be
immediately modified (e.g. bar to pie) and resized.
They also introduced a new tiled opportunity view called “Pipeline Board” that lists opportunities as tiles by
stage. Users can drag and drop deals forward, review warnings (yellow triangles), and drill down to specific
opportunities.

A new Sales Path tool provides best practices and guidance to help move deals forward. Users can quickly see
where they stand in an opportunity, how long the opportunity has been in the current stage, and review how the
deal is progressing. Sales Path allows firms to suggest best practices such as templates that have high stage
conversion rates.
Lightning is also an ecosystem so partners can build Lightning components that can be plugged right into the
builder and dragged into place. For example, Xactly offers a commission calculator that can be added to the
opportunity display.
Lightning includes a new Process Builder that supports task automation for processes such as contract
management or deal close notification. A new components library provides standard, custom, and partner
components. A Lighting App Builder displays components on a canvas which can be modified by non-technical
staff.

“With these new investments Salesforce delivers a much-needed UI update to Sales Cloud as well as a new jump
in developer productivity,” said Rebecca Wettemann and Fernando Cruz at Nucleus Research. “As organizations
seek to integrate multiple silos of customer information and provide streamlined information sharing and
collaboration across cloud, usability will be key to addressing the human factors to adoption. With a new UI for
sales and the ability to build project-specific component applications, Salesforce gives users new opportunities to
increase returns from their Salesforce investment.”
To assist with training, Salesforce has setup the Trailhead training site.
Salesforce also unveiled the first two vertical apps built on Lightning: a financial services app for financial advisors
and a health cloud for “patient relationships, not records.”
SalesforceIQ
Salesforce rolled out its new SalesforceIQ for Small Business and SalesforceIQ for Sales
Cloud. The goal of SalesforceIQ is to shift CRM from relationship management to relationship
intelligence while automating key activities and proactively suggesting tasks and making
recommendations. Thus, if a prospect states in an email, “can we connect to discuss a contract?” SalesforceIQ
flags the request and schedules it as a high priority task
The service is built on the 2014 acquisition of RelateIQ and mines emails, calendars, marketing apps, and other
data sources to gather customer data. The service offers
“smarter selling” through lead prioritization and
relationship capital management (RCM) recommendations
concerning contact introductions. The RCM feature is
integrated into inboxes, mobile (Android, iOS), and Chrome
apps.
Other mobile features include an integrated inbox with the
CRM, email shortcuts to quickly enter common phrases,
cloud storage integration, and a notifications feed. For
users in Gmail on Chrome, a plug in ties Gmail back to
SalesforceIQ and supports its tools from within the Chrome
browser.

The new service “seeks out the patterns needed to provide insights into future outcomes and proactively
recommends actions to build stronger relationships with customers and accelerate sales,” said
Salesforce. “SalesforceIQ for Small Business manages deals, accelerates pipelines and proactively guides SMBs
through every step of the sales process, allowing them to focus on closing deals and building 1:1 relationships
with their customers.”
The Small Business service is generally available in the US, Canada, and Australia and is priced as low as $25 per
user per month for up to five users. For $65 per user per month, the system provides potential introductions,
CRM data in your Inbox, Sales and Activity reports, and direct integrations. SalesforceIQ is offering 14 day free
trials. Pricing is based on annual contracts.
The Sales Cloud edition is currently free in beta with general availability in early 2016. Sales Cloud pricing will be
announced at general availability. The beta version is English only with additional languages planned. The Sales
Cloud version includes a new email app where “Salesforce is your Inbox” connected to the Sales Cloud. The
system automatically associates emails with contacts. Users can create opportunities from the app, respond back
to the prospect with macro-based comments, and schedule a meeting using the scheduling assistant.
“Today’s massive influx in communication data creates powerful signals about the health and potential of
business relationships. It also creates a lot of noise,” said Steve Loughlin, CEO of SalesforceIQ, Salesforce. “With
SalesforceIQ, companies can now make sense of this data and pull out insights to drive their businesses forward
with intelligence.”
The service promises standard sales intelligence benefits including reduced time gathering data, smarter selling,
and immediate benefits with no setup costs and easy onboarding. Along with RCM and opportunity prioritization,
the service provides read receipts, suggested tasks, dynamic scheduling to improve calendaring, and shortcuts
which “allow customers to quickly insert commonly used phrases to reduce time spent composing emails.”
It should be noted that SalesforceIQ is not prioritizing
leads, but providing a set of recommended actions based
upon the semantic mining of emails. Thus, the system
evaluates whether a customer has asked a question or
has been untouched for a while. Through machine
learning, the system tailors recommendations based
upon each reps’ style.
An Opportunities Intelligence report provides “instant
visibility” into account status by providing metrics such as
days in current status, inactive days, last communication
date, and next follow up due date. A stream view
provides “a centralized view of all communications
between your team and the customer.” Users can leave
comments in the stream and @reference coworkers for a
quick response or follow up.
Calendaring is improved by a Chrome extension app that inserts free times into messages, manages the auto
invite process with the customer or prospect, and creates the meeting in the user’s calendar.
Integration partners include MailChimp, Hubspot, and Pardot.
Beta customers include ClassPass and News Corp.

Jamie Grenney, VP of Marketing at predictive marketer Infer, commended Salesforce for implementing basic
predictive tools into its product line noting that “these improvements will help Salesforce with product adoption
for a large swath of its customers.” Grenney continued that the SalesforceIQ offering “only scratches the surface
of what predictive can do” as it is limited to internal email and calendar data and lacks external data. “There are
many other data sources that can provide important clues. These signals that go into a model are different from
one company to the next. Without a solid understanding of a company’s process, their data, and what outcome
they’re trying to predict, it is difficult or even dangerous to build custom-fit models. You run the risk of setting bad
targets, overfitting models, and ultimately making the wrong recommendations.”
In short, SalesforceIQ sounds like a sales rep toolkit which offers small ways to improve rep efficiency and task
awareness. It is not so much focused on surfacing new insights but in reducing task work, leveraging colleague
relationships, and ensuring prospects do not fall between the cracks.
Data.com Prospector
Data.com Prospector has added a new recommended actions tool in pilot. The tool allows reps to focus on the
accounts with the highest propensity to buy. Also new in Winter 2016 is the Dun & Bradstreet family tree (beta)
and eight digit SIC coding.
As with other Sales Cloud products, Prospector is built on Lightning. Unfortunately, the family tree and extended
industry coding are not available in Lightning for the Winter 2016 release.
Wave
New Wave Analytics tools include embedded actions (e.g. creating a case, assigning a task) within dashboards
along with improved visualizations and opening up Wave to third-party apps. Both Sales and Service Wave are
currently in pilot with Service Wave being available in early 2016. Sales Wave will be generally available in
October in English.
A new Sales Wave Analytics app supports forecasting and pipeline management, team management tools, quick
filtering, and year over year trending.

The goal is to democratize analytics so that questions can be quickly asked and answered without requiring IT to
develop custom reports and put “all the key questions, all the key metrics at your fingertips.”
For example, a new Pipeline Movement Chart allows managers to track changes in the pipeline and determine
what happened. Thus, a sales director can click on the “Moved Out”, “Closed Lost”, or “Reduced” buttons to drill
down on which deals have resulted in a reduction in the pipeline along with the associated account
reps. Managers can even kick off tasks for the sales reps from this Wave report.
Salesforce has not broken out financials on Wave but Morgan Stanley reported that the company may eliminate
the platform license fee (around $40K). Per user fees of $125 or $250 per user would remain in place.
Salesforce has moved Wave executive Keith Bigelow to an unnamed project. Bigelow was brought in from SAP in
2012 to head up Wave development.
Salesforce Engage
B2B Marketing Automation Platform Pardot now allows sales reps to launch and monitor campaigns from within
the sales cloud. The new Salesforce Engage service allows reps to pull lists, personalize the messaging to their
territory, and then track the campaign. Thus, if an email is read, the sales rep can follow up with a call. The new

tool is available for both mobile devices and via the desktop. Emails can be sent from Salesforce, the Salesforce1
mobile app, or Gmail.
There is also a set of marketing supplied templates to help ensure messaging consistency. Thus, content is both
“personalized and on message in just a few clicks.”
A Marketing Timeline provides the interactions with the lead such as forms filled out, content downloaded, emails
sent, and webinars attended.
Engage is priced at $50 per user per month.
InsideView for Salesforce Relaunch
InsideView has relaunched its Salesforce.com integration with a new user interface and workflows. The upgraded
service was built with Salesforce Lightning around the sales rep’s workflow. As an SFDC1 platform build on
Lightning, the service is available across a broad set of mobile devices.
“Our new user interface revolves around your sales workflow so sales reps can find the right insights faster. It
brings data to life with a more visual design, and includes better data visualization inside a more intuitive, icon-
based navigation,” blogged Rob Nieset of InsideView Product Marketing. “Our new UI is inspired by the modern
app interfaces that you use every day on the web, and your phone and tablet. It’s familiar, and we’re sure that
you’re going to instantly fall in love with it.”
The new display has taken key
functions and moved them
from a tab bar on top to an icon
bar on the left. Instead of
labeling content sets, they call
out three prime sales tasks:
Research and Qualify, Connect
to Key Contacts, and Find the
Right Message.

“Working with Salesforce and its customers over the past 10-plus years has taught us how sellers work best,” said
InsideView’s Chief Product Officer Jenny Cheng. “We’ve redesigned InsideView for Sales to fit right into the typical
sales workflow. Salesforce users can tap into InsideView’s market intelligence within the Lightning experience to
drive better business conversations with customers, prospects, and partners.”
As the service is built on Lighting, it “works seamlessly across all devices and screens, with app-inspired icons and
buttons that feel at home on any display or device,” said InsideView. “Sellers can research companies and
contacts, view account information, and access timely company or market updates data while on the go.”
They will also be releasing an updated UI to their flagship sales product in Q4.
InsideView Refresh
InsideView also announced a new data hygiene service for Salesforce. The new InsideView Refresh service
provides ongoing data updates to Salesforce records based upon admin defined rules at the record and field
level. Up to 40 fields are refreshed. Salesforce Admins can also set filters to limit which accounts are refreshed
and set the frequency to daily, weekly, or monthly.
The InsideView database
currently spans 12 million
prospectable companies and 13
million contacts. Company data
is licensed from Equifax,
Business Week, Cortera, and
Reuters with additional contact
data licensed from NetProspex.
InsideView provided few details
on pricing, reporting, or
functionality for the Refresh
service. The new service is
available on a limited basis to charter customers but will be generally available in Q1 2016.
The new service puts InsideView directly in competition with Salesforce’s Data.com Clean service for ongoing
match and append. Data.com has an advantage in company coverage as it offers the Dun & Bradstreet global
WorldBase file. With respect to contacts, InsideView offers fewer US contacts and emails but a broader set of
international contacts. Neither service supports broader hygiene features such as email verification, address
standardization, phone validation, or duplicate merge / purge (both have duplicate detection during record entry).
Both services also offer sales products (Data.com Prospector and InsideView for CRM), with InsideView having a
clear advantage in most sales intelligence categories (e.g. news, triggers, bios, social media, a who knows who
tool). The exception for sales intelligence is with respect to industry content where InsideView offers thin
overviews while Data.com now includes First Research industry overviews spanning 1,000 industries.
Dun & Bradstreet / DocuSign
DocuSign announced the availability of a “pre-contract due diligence” solution that delivers Dun & Bradstreet
credit risk insight from the Docusign Digital Transaction Management platform and the
Salesforce eSignature app. The service allows companies to “check, flag and monitor
potential financial and compliance risks across the organization so they can proactively
manage their total risk exposure.”

"We're excited to partner with DocuSign as the global standard for Digital Transaction Management to help
businesses make timely and better-informed decisions about whether or not they should proceed with a deal,"
said Mike Sabin, General Manager, Alliances & Partnerships, Dun & Bradstreet. "With business moving faster than
ever, even amidst increasing regulatory scrutiny, this new fully digital solution is a first line of defense in risk
management."
The enhanced digital credit service will be available in Q4.
Microsoft
Salesforce and Microsoft are extending their integration partnership with Microsoft promising to integrate Skype
for Business, OneNote, Delve and Windows 10 into Salesforce.com.
“Furthering our mission to empower every person and organization on the planet to
achieve more, is the motivating force behind our partnership with Salesforce,” said Microsoft CEO Satya
Nadella. “As a platform and productivity company, we are focused on bringing together the best of Microsoft
Azure, Office and Windows with partners like Salesforce to empower our mutual customers to network,
collaborate, communicate and discover information in more effective ways.”
Lattice Engines Buyer Insights
Lattice Engines announced the availability of an enhanced Buyer Insights service at
Dreamforce. Buyer Insights is designed to end the disconnect between sales and
marketing with respect to lead quality and recognition. The enhanced service embeds
predictive scores and insights into account and opportunity workflows. The native app will be delivered through
SFDC1, mobile first apps, and other CRMs.
“Predictive marketing and sales is based on a simple idea,” Lattice Engines CEO Shashi Upadhyay told me in an
interview. “Calculating who will buy, what they’ll buy, how much they’ll spend, and when they’ll do it finally brings
machine learning to marketing and sales in an impactful way.”
Along with lead scores, reps will see the underlying buying signals and “information about the products that
lead/account is likely to buy and the corresponding estimated revenue.” Sales reps will also be provided with a
set of talking points based upon company history, marketing campaign activity, executive changes, prior purchase
history and other transactional data.

Lattice Engines collects business signals and predictive scores on 150 million companies. The new service is
intended to make these signals more consumable by sales rep and reduce their call prep time.
“If you really want to impact revenue, you really need predictive marketers working with predictive sales people.
Marketers need to be able to put good recommendations in front of sales people,” Upadhyay said.
CircleBack
Contacts database vendor CircleBack has entered the data hygiene space with the launch of
ContactCloud, a service which maintains contact quality on Salesforce, Eloqua, and
Marketo. Contact Cloud provides contact record updating, de-duping, and
appending. ContactCloud also supports basic prospecting with industry, title, company, and
location selects.
“CircleBack ContactCloud is designed to provide the most comprehensive B2B contact solution in the industry,”
said CEO and founder Manoj Ramnani. “Our solution helps sales and marketing professionals capture the data
that never gets to the corporate system, clean their existing data, and finally provide an opportunity to extend the
audience for the business. On average, only 50-60% of contact sales data is accurate. ContactCloud’s data is more
accurate due to its proprietary artificial intelligence engine that processes billions of data points and determines
each piece’s accuracy in near real-time.”
A status report shows the current match rate, number of duplicates found, and matched records requiring no
action. Admins can also set the match confidence level.

CircleBack has collected contacts via its contact management mobile apps (Android and iOS) and email connectors
from 1.4 million users. Contact capture features include business card scanning with OCR and email signature line
capture. The free apps help synchronize contacts across devices and contact applications for consumers and
business people. The contacts are then anonymously pooled for identifying record changes which are shared back
with their customer base. Benefits to app users include improved contact accuracy and fill rates, deduplication,
multi-device synchronization, and business card capture.
Michael R. Levy
Principal, GZ Consulting
MLevy@GZConsulting.org
M: 978-399-9060
O: 978-692-0170
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