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Salesforce Dreamforce 2021 is taking place this week as a virtual event and in-person conference (by invitation only) in multiple locations around the world. So what’s in store for Salesforce partners and customers around the world? The short answer involves automating workflows, data protection, cybersecurity, mergers and acquisitions, and more.
Follow this blog live through September 24 for ongoing updates. Here’s the Dreamforce 2021 recap so far …
1. Salesforce Robotic Process Automation (RPA): Salesforce acquired Servicetrace in August 2021. The agreement integrates robotic process automation (RPA) and workflow automation software into Salesforce’s cloud strategy. Partners and end customers are discovering new ways to automate IT service management (ITSM), security operations, sales, marketing, and other tasks. The effort positions Salesforce against ServiceNow, Automation anywhere and UiPath, among other companies in the RPA sector. It is safe to expect policy updates at the conference.
2. Salesforce data protection and cybersecurity: CleanBackup will have a major presence at the conference. The publisher of cloud-based backup, disaster recovery (DRR) and data protection software raised $ 240 million in August 2021. The main investors include Salesforce Companies, and Insight Partners – Which one is emerging as the dominant investor in cloud backup. So what’s the next step? OwnBackup beginning of September 2021 acquired RevCult. This agreement further converges BDR, data protection and cybersecurity services with a focus on SaaS. Watch for more details on OwnBackup at the event.
3. RMM, ITSM and Cybersecurity software: tanium and Salesforce launched in March 2021 IT Service Center, a combined platform that supports ITSM (IT Service Management), RMM (Remote Monitoring and Management), and Cybersecurity capabilities. The effort potentially:
- positions Salesforce to compete with ServiceNow’s ITSM capabilities; and
- Set the stage for professional service automation (PSA), RMM, helpdesk, and CRM functionality to coexist on the Salesforce cloud platform. (Yes, many companies offer PSAs designed for the Salesforce cloud.)
We will be monitoring other Tanium movements during the event.
4. Salesforce Partner Merger and Acquisition Transactions (M&A): Conferences often provide fertile ground for discussions about mergers, acquisitions and investments. M&A activity between Salesforce partners was strong before the event. Things could get very hot as IT consulting firms, cloud integrators and ISVs seek to close merger and acquisition deals before Congress identifies potential increases in capital gains in the US tax code. Top buyers and investors in the Salesforce ecosystem so far in 2021 have included:
Who’s next on the list? Stay tuned…
5. Salesforce acquisitions and cloud expansion: Salesforce acquisitions such as Heroku, Mulesoft and Board are usually represented at the event. We’ll see how the company further integrates these acquired technologies while expanding Salesforce’s overall cloud strategy.
6. Do you have any news to share? Send your Dreamforce 2021 news and observations to [email protected]. We will keep in mind the incoming tips for potential updates to this blog.
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