MarTech in the News

MarTech

in the News

In each edition we’ll be featuring a MarTech tool or company. MarTech refers to marketing technology that facilitates marketing efforts and objectives.

This month, we’re putting the focus on the joining of Slack and Salesforce.

Salesforce Meets Slack

Salesforce has signed a deal to acquire Slack for $27.7 billion. These two companies are both leaders in the Martech space, with this being Salesforce’s biggest acquisition to date, in a combination of shares and cash.

This deal joins the forces of CRM with a workplace messaging app. It can create a new operating system that changes workflows between remote workers and the way businesses connect with their partners, employees and customers.

Changes to Slack’s offering are expected in the coming months, with users questioning whether the free offering will remain. This app is used for project management and communication between teams. Similar apps will likely be waiting to see the changes that come, with Microsoft Teams being the current frontrunner.

Salesforce has previously acquired Tableau and Mulesoft. Slack’s addition to the growing demand for entirely secure cloud-based communications apps within the digital economy.

This change is altering the Martech space, which sees the emergence of consolidated and diverse platforms that are becoming full-service networks. Within these, there are many opportunities for business collaborations through various integrations. These changes are unfolding when many businesses globally are changing the way they operate, with a need for such ecosystems to rely on. The goals for many companies is to utilise platforms that contribute to the productivity of employees working remotely.

When discussing CRM and connected apps, Bill Patterson, EVP and General Manager says: “Delivering service is more complex than ever with agents working from anywhere and volumes of customer support requests spiking. With Service Cloud Workforce Engagement, Salesforce will arm the contact centre with a connected solution — all on one platform so our customers can remain resilient and agile no matter what tomorrow may bring.”

This combination is a martech example of how remote collaborative work is the way of the future. With that, the need for streamlined communication services that correlate the digital networks businesses use. The Salesforce and Slack deal may see AI contributing to improved customer service and support, with technology preparing companies for unexpected adjustments better than ever before.

We at Nexa use Slack for our internal communications. Does your company use wither Slack or Salesforce? We’d love to hear your thoughts on this merger.