Top 5 Salesforce Acquisitions of All-Time [Updated 2020]

Salesforce Acquisitions can turn the way you and your business work into something incredible. the convenience of the tasks and therefore the accuracy of every report makes an enormous difference!

We originally published this post at the highest of February 2018, and it became outdated within a month. What does this tell us?

That Salesforce is growing at an incredibly fast rate – recognising a distinct segment in their native portfolio, and filling it lightning fast.

Anyone within the Salesforce Ecosystem would pinpoint 2016 because the year for acquisition mania.

Salesforce Tableau Acquisitions of All-Time

In one year alone, Salesforce snapped up 12 companies, largely to make out the platform’s AI capabilities, mentioned because the ‘Einstein’ brand.

However, many aren’t aware that Salesforce has been consistently making sort of acquisitions for years, across a various range.

This post covers the very best 8 acquisitions by price across Salesforce’s history, according to Crunchbase.

Now, it’s time to reflect on why these former companies justified their price, and to what extent they have been assimilated into the Salesforce product.

1-Salesforce Acquisitions – TABLEAU

Salesforce Acquisitions – TABLEAU
  • Acquisition Date: Jun 10th, 2019
  • Purchase Price: $15.7B

One-line Pitch: “[Tableau] make breakthrough products that change the way people use data.”

Why Salesforce bought them: Salesforce’s ethos is to be the #1 in every category their ever-expanding platform covers.

It’s no surprise then, that the #1 analytics platform was on their list . The announcement did raise eyebrows, however, as Einstein Analytics is taken into account a competitor of Tableau currently.

In their handout , Salesforce explicitly stated “Tableau and Einstein together” – whether this might complement, or overshadow this platform, we’ll got to see.

Each have strengths where the other lacks, which makes for interesting speculation with Salesforce’s next move.

Where are they now? Cloud Tableau be the new drive towards Salesforce’s Customer 360 vision?

Tableau featured within the Opening Keynote at Dreamforce ‘19 under a replacement name “Customer 360 Analytics”.

Tableau got many stage-time at Dreamforce, with numerous sessions, keynote mentions, and booth space.

2-Salesforce Acquisitions – MULESOFT

Salesforce Acquisitions – MULESOFT
  • Acquisition Date: Mar 20th, 2018
  • Purchase Price: $6.5B

One-line Pitch: “Mulesoft provide a software platform that allows organizations to easily build application networks using APIs…the digital glue that allows applications to talk to each other and exchange data.”

Why Salesforce bought them:

We hadn’t seen anything like this before within the Salesforce Ecosystem. The Mulesoft acquisition blew all previous acquisitions out of the water in two respects; not only was the acquisition price quite double that of the previous front-runner (Demandbase), it marked the new direction Salesforce are heading for.

Salesforce want to eliminate all possible blockages which can stand between enterprise-level organisations and becoming Salesforce customers.

These organisations weren’t born within the cloud, and still have a crucial legacy IT infrastructure; what I mean by this is often often older, on-premise software are still within the combination that need to be connected to Salesforce or other SaaS products.

In some cases, sticking to legacy and integrating may be a smaller amount risky and fewer costly than migrating. this is often often where Mulesoft comes in.

Mulesoft have an ‘API-led approach to connectivity’, and commenced off by offering middleware to connect back-office systems. They later expanded to iPaaS (Integration Platform As a Service).

Where are they now?

It was announced that Mulesoft will transform into ‘Integration Cloud’, where customer are getting to be able to “easily map and manage systems for a whole view of data , devices, and apps”.

According to Salesforce: “additional Salesforce Integration Cloud products are getting to be announced later this year and pricing for each feature of Integration Cloud are getting to be announced because it’s formed generally available”.

It’ll be interesting to determine if Integration Cloud will remain focused on enterprise-level, or have a price point for the SMB market. we’ll got to hold close .

In the meantime, inspect the Trailhead DX Keynote.

3-Salesforce Acquisitions – Demandware

Salesforce Acquisitions – Demandware
  • Acquisition Date: Jun 1, 2016
  • Purchase Price: $2.8B

One-line Pitch: “Demandware provides enterprise cloud commerce solutions that empower the world’s leading retailers to continuously innovate.”

Why Salesforce bought them:

Salesforce had mastered the B2B cloud software market, and yet, always had the taste for the B2C market, naturally.

Mix in their growing desire to infiltrate front-end operations, and you’ll see why E-commerce quenched their thirst – the missing piece of the puzzle for B2C customer engagement.

Traditionally, retailers were never fixated over CRM, but Salesforce spotted the long run need for 1-to-1 shopping experiences.

Demandware had capitalised on a data-driven world with high consumer expectations; however, the price was likely justified by the well-engineered product and Demandware’s existing enterprise customer base.

Where are they now?

Demandware became Commerce Cloud very quickly, grabbing the attention of next-generation retailers who want an end to disparate data sources.

Commerce Cloud offers ‘omnichannel commerce’, that is, a seamless retail experience across the growing number of digital and physical engagement channels, including web, social, mobile, store, et al.

Commerce Cloud caters to e-commerce holistically, with a ‘single source of truth’ too all processes across marketing, shopping, order fulfillment and customer service – all with predictive intelligence.

4-Salesforce Acquisitions – ExactTarget

Salesforce Acquisitions – ExactTarget
  • Acquisition Date: Jun 4, 2013
  • Purchase Price: $2.5B

One-line Pitch: “ExactTarget provides on-demand one-to-one email marketing software applications.”

Why Salesforce bought them:

After conquering the sales and repair (post-sales) departments, Salesforce looked to expand within the pre-sales direction. subsequent logical step was Marketing.

ExactTarget were a 2000-strong organisation, running 13 years pre-acquisition. the merchandise was the good , robust foundation Salesforce was seeking because the backbone for his or her enterprise Marketing suite.

Additionally , ExactTarget had acquired Pardot 6 months previously – now able to position themselves to both B2B and B2C prospects.

It’s funny to read TechCrunch’s observations following the ExactTarget-Pardot announcement: “it puts ExactTarget into a much better position against the likes of Salesforce.” (TechCrunch).

Where are they now?

Clearly, Marketing Cloud was boosted with the addition of ExactTarget’s core Marketing Automation capabilities, specifically around email marketing.

Marketing Cloud, now split into 7 products, could also be a beast – in terms of its all-encompassing, multichannel functionality.

Marketers can cover email, SMS, social, digital advertising and more with the merchandise suite. The user experience is extremely engaging and has that ‘wow’ factor, particularly with Journey Builder and Einstein Smart Splits.

And Pardot? Pardot is growing from strength to strength quarterly . Originally targeted at the SMB market, the investment in development has paid off; now Pardot has attracted a strong enterprise-level client base, with the likes of Amazon and Stanley Black & Decker in its portfolio.

In 2014, they acquired 1,128 new customers during one month (3x their previous acquisition rate), making it the fastest-growing marketing automation system on the market.

Salesforce close up all of Pardot’s other CRM connectors mid-2017, tactfully Salesforce CRM is that the only option.

5-Salesforce Acquisitions – ClickSoftware

Salesforce Acquisitions – ClickSoftware
  • Purchase Price: $1.35B

One-line Pitch: “ClickSoftware improves the efficiency and effectiveness of field service organizations and mobile workforces. Real-time operational intelligence delivers real business value.”

Why Salesforce bought them: ClickSoftware are around for several years (1997) as pioneers within the sector service space.

The ClickSoftware team were heavily involved in developing the Salesforce Field Service Lightning (FSL) product, which meant the acquisition was only a matter of some time – not an ‘if’ but ‘when’.

Where are they now? Salesforce FSL has been approaching in leaps and bounds recently (a product that has been within the market since 2016) – a couple of of our writers have projected a huge influx in FSL projects coming in 2020.

The Field Service Lightning Keynote at Dreamforce ‘19 hinted that since the acquisition, ‘major investments’ are made in advanced scheduling and site technology (the latter due to Salesforce Maps, formerly the MapAnything application).