POV on Salesforce CDP
- 1. ActionIQ Inc., Confidential & Proprietary 1. Salesforce lacks referenceable CDP customers, especially enterprises 2. Enormous services costs are required to deploy and maintain 3. New Dreamforce announcements not live with any customers (e.g. Genie, Snowflake Data Sharing) 4. Time to value is a risk 1 Preview: Four themes for today’s presentation
- 2. ActionIQ Inc., Confidential & Proprietary “You should understand that functionally this remains a very thin offering, so if you are expecting major value from a CDP in 2022, you should pass on Salesforce CDP, even if you've made a big commitment otherwise to this vendor.” Unlike its other tools, Salesforce’s CDP lags behind Analysts regard its Sales and Service tools as best in class, but caution its CDP remains 4-5 years behind 2 Lagging Behind “Lags behind specialist, stand-alone CDP vendors in nearly all functional areas” Spread Too Thin “Like competing offerings from Adobe, SAP, and Microsoft, it feels very underbaked” Not Well Integrated “While they do a great job with some of their clouds, their CDP is a joke. There was no relationship between one layer to the other.”
- 3. ActionIQ Inc., Confidential & Proprietary Be aware of users’ complaints about Salesforce’s CDP What end users say after evaluating Salesforce’s CDP 3 “They couldn't demo me end-to-end CDP capabilities in one single product, connected, solutioned!” “They always make a big splash at their annual event with an announcement focused on innovating, but then the delivery on the promise often falls short of the expectation.” “I remember a Salesforce CDP demo where the tech lead could not explain the data aggregation layer. And don't let me start about the costs.” Speed to Value CDP doesn’t deliver the value they promise Total Cost of Ownership CDP is free but services range to seven figures Competitive Risk Salesforce is not the safe route despite initial perception
- 4. ActionIQ Inc., Confidential & Proprietary Salesforce has little track record for building platforms in house Will the Salesforce CDP ever catch up to the competition? 4 Salesforce built its cloud by acquiring other companies
- 5. ActionIQ Inc., Confidential & Proprietary Organizations choosing ActionIQ instead of Salesforce
- 6. ActionIQ Inc., Confidential & Proprietary 6 Competitors are all racing to become CX Hubs …while ActionIQ has a minimum 2-3yr head start CX HUB CRITERIA Centralized Segmentation ✓ 🚧👷 2-3 yrs out ✓ Omnichannel Activation ✓ ✓ 🚧👷 1-2 yrs out ✓ 🚧👷 1-2 yrs out ✓ Journey Orchestration ✓ 🚧👷 1-3 yrs out ✓ 🚧👷 2-3 yrs out 🚧👷 1-3 yrs out Tool-Agnostic Integrations ✓ ✓ 🚧👷 1-3 yrs out ✓ 🚧👷 1-2 yrs out ✓ Business Friendly ✓ 🚧👷 2-3 yrs out 🚧👷 1-2 yrs out 🚧👷 2-3 yrs out ✓ 🚧👷 0.5-1 yrs out Data Science CDPs Data Integration CDPs Marketing Cloud CDPs Identity Mgmt CDPs Site Personalization CDPs Customer Experience Hubs
- 7. ActionIQ Inc., Confidential & Proprietary 7 Salesforce Genie vs. ActionIQ High costs and lock-in Optionality and innovation SERVICES COSTS REQUIRED; LOCKED-IN THEREAFTER DESIGNED AS A FULLY AGNOSTIC, OPEN HUB CDP MC Engagement MC Intelligence MC Personalization Your choice Your choice Your choice Your choice ● 400+ prebuilt APIs ● Ingest and export data in any format ● Dotted lines represent Genie ● $$s represent SIs and custom integrations required to function
- 8. ActionIQ Inc., Confidential & Proprietary 8 AIQ HybridCompute vs. Salesforce Data Sharing in Snowflake ActionIQ Salesforce Compute Data Lake w/ Snowflake Data Share Storage Data Lake Storage Client Compute Proprietary connector negates need to copy data Customer Data Platform Temp. Storage CDP vendor Storage Compute Snowflake Data Share
- 9. ActionIQ Inc., Confidential & Proprietary Which vendor has advantage Why Ingestion of data Resolution of identities Creation of attributes Segmenting of audiences Predicting intelligence Activating to channels Creating multi-step journeys Reporting on campaigns Acquisition use cases Summary: ActionIQ vs. Salesforce CDP Salesforce requires technicians to build new attributes; ActionIQ users build them via UI and use them instantly Salesforce users must use 3+ UIs, no unlimited historical data, batch 1x/day; Segmentation is AIQ’s biggest strength Salesforce requires massive data prep (“CIM”); ActionIQ ingests data as-is, or let’s you truly avoid copying data at all Salesforce models are not custom made nor white-box with feature engineering or feature importance like AIQ’s Salesforce is missing integrations to tons of non-Salesforce tools; AIQ >400 pre-built integrations Journey Builder only accesses a fraction of customer data; AIQ accesses 100% of data for highly tunable journeys Salesforce users must rely on Tableau + Datorama (pay extra); AIQ offers many dashboards and some require services Salesforce has already declared its DMP dead, while AIQ is regularly chosen to replace Adobe’s and Salesforce’s DMPs Salesforce lacks data transformation and robust anonymous addressability; (See next slide for AIQ differentiators) 9
- 10. ActionIQ Inc., Confidential & Proprietary A n o n y m o u s Identity Resolution Capabilities — Comparison of ActionIQ and Salesforce CDP 10 Data transformation (e.g. data cleansing) ✅ ❌ Data validation via 3P authoritative sources (e.g. address standardization, NCOA) ✅ ✅ ID deduplication - deterministic ✅ ✅ ID deduplication - probabilistic ✅ ✅ Best value prioritization (survivorship) ✅ ✅ Stitching of anonymous interactions to known ID after authentication ✅ ✅ Custom deduplication logic (preventing dedup using custom rules) ✅ ❌ Profile enrichment (Salesforce has fewer 3P vendor options) ✅ ✅ Preservation of child IDs (preserving lineage) ✅ ✅ Tracking anonymous visitor’s behavior over time via 1P tag ✅ ✅ Real-time identity syncing (walled gardens, identity tokens, identity spines) to make anonymous visitors addressable for retargeting across non-owned websites ✅ ❌ Real-time identity syncing for enhanced website/app personalization ✅ ❌ ID deduplication (via integrations with identity providers; AIQ has more options than Salesforce) ✅ ✅ P II Major differentiator for acquiring new customers (revenue opportunity
- 11. ActionIQ Inc., Confidential & Proprietary Feedback from Salesforce CDP users (actual quotes) Different Code Bases — “Journey Builder is built on MS Azure, which is different than SF CDP (AWS) and SF Personalization (MongoDB) so none of these tools play well together.” Triggers Have a Delay, Not Real Time — “If you want to send out an email as soon as a purchase is made then it is better to send the transaction data directly to Marketing Cloud, instead of sending it first to CDP and then expecting the data to reach Marketing Cloud immediately.” Data Format is Fixed, Not Adjustable for Future — “Data types can’t be changed after the Data Source Object (DSO) is created.” Journey Limits — “We use Journey Builder, which doesn’t allow you to activate beyond email and SMS”
- 12. Appendix
- 13. ActionIQ Inc., Confidential & Proprietary Category What they are good at Why Data Management Identity resolution for PII Anonymous visitor tracking Probabilistic matching is (finally) included in Salesforce CDP Salesforce (finally) offers a first-party tag for brands’ websites and apps Audience Intelligence Dashboarding and reporting While a separate product that costs extra, Datorama is natively connected with Salesforce CDP Experience Management Creating a vision of customer centricity Salesforce is excellent at demos, but analyst urge caution of what’s real and not What CDP is great at and why
- 14. ActionIQ Inc., Confidential & Proprietary Category What they’ll claim they’re good at Why they’re not being 100% truthful Data Management Standardizing data Integration with other Salesforce products While Salesforce CDP can rename fields and change data types, it’s overshadowed by the enormous burden to pre-format and map data prior to ingestion You can integrate natively with Marketing and Sales Cloud data stores, albeit in a somewhat clunky way and only once an hour What CDP is stretching the truth about and why it’s not truthful
- 15. ActionIQ Inc., Confidential & Proprietary Category What they’ll claim they’re good at Why they’re not being 100% truthful Data Management Allowing brands to connect directly to their Snowflake data Extra costs and latency are incurred because Salesforce CDP is not hosted in Snowflake (only hosted in AWS), which means in order to access a brand’s Snowflake data (through Snowflake’s data sharing tool), Salesforce has to create a temporary Snowflake instance, copy data from the brand’s Snowflake into it, and then copy it into AWS for the business UI to access it. What CDP is stretching the truth about and why it’s not truthful
- 16. ActionIQ Inc., Confidential & Proprietary Category What they’ll claim they’re good at Why they’re not being 100% truthful Audience Intelligence Predictive insights Einstein can provide pre-built or customized models, however analysts say it requires licensing many Salesforce data management tools and that specific success stories are rare Experience Management Real-time triggered experiences Multichannel orchestration While Salesforce claims real time, only near real-time is possible (15min) Salesforce Journey Builder costs extra and lacks integration with SF CDP, causing data headaches for users What CDP is stretching the truth about and why it’s not truthful
- 17. ActionIQ Inc., Confidential & Proprietary Category What they’re not good at Why Data Management B2B data hierarchies SF CDP has no concept of groups (e.g. accounts, households, buying groups) Experience Management Real-time profile lookups Advertising support Unified audience management No capability exists for call centers or websites to pull a profile in < 200ms No native connectors, so instead must push batch files to Amazon S3. Dell remarked, “We talked with Salesforce and they couldn’t meet the requirements.” Since SF CDP and Journey Builder rely on separate databases, users cannot build audiences in one and have them used across all channels What CDP is not good at and why
- 18. ActionIQ Inc., Confidential & Proprietary Category What they’re not good at Why Usability User experience SF CDP runs in Salesforce legacy cloud, which accounts for the legacy-looking, 1990s-style user experience Scale Performance limits SF CDP runs in Salesforce legacy cloud, which accounts for its performance limitations CDP Cost Requirement to buy all tools Like Adobe, multiple tools must be licensed to make Salesforce CDP work; customers rely heavily on consulting services Product Maturity Customer success stories SF CDP deployments began in summer ‘21, with no enterprise brands using it beyond basic use cases today What CDP is not good at and why