Salesforce poised to grab more spending as customers eye cloud integration

According to Bluewolf, Salesforce is poised to grab more wallet share as customers plan to integrate more of the company's clouds. The catch is complexity.

Sixty-three percent of business and technology executives are planning to increase their spending with Salesforce in 2017 with 13 percent boosting their budgets by more than 50 percent, according to IBM's Bluewolf consulting unit.

Bluewolf is a specialist in Salesforce deployments and launched its fifth annual deep dive on the company. Bluewolf's report is based on 1,700 Salesforce customers around the world.

Perhaps the biggest takeaway for Salesforce is that its ability to sell multiple clouds largely rides on integrating data and allowing customers to tap into it. Salesforce recently launched its Einstein artificial intelligence platform to ride on top of its clouds.

See: Salesforce's Einstein AI platform: What you need to know

According to Bluewolf, 58 percent of companies have integrated or plan to integrate Salesforce clouds.

The catch in the Bluewolf report is that 77 percent of respondents said their companies should be doing more with Salesforce. Bluewolf also noted that 96 percent of respondents said they saw innovation potential with Salesforce.

One key item to note throughout the Bluewolf report is that Salesforce customers are struggling with data quality. Here's a look at a few moving parts in the Bluewolf take on Salesforce:

  • 54 percent of marketers say when they move a process into Salesforce it improves.
  • 34 percent of marketers use Salesforce for reporting or lead routing only.
  • 61 percent of IT pros see great innovation potential in Salesforce, up from 59 percent in 2015.
  • 52 percent of sales pros see great innovation potential in Salesforce, down from 64 percent in 2015.
  • 59 percent of service pros see great innovation potential in Salesforce, down from 65 percent in 2015.
  • 49 percent of service pros see great innovation potential in Salesforce, down from 59 percent in 2015.
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