Cloudforce comes to London

Cloudforce comes to London

Summary: does well at home but does it get the same attention overseas? If London is a benchmark then the answer is a resounding 'yes.'


I paid a flying visit to London this week to attend Cloudforce,'s UK one day flogathon. For once I didn't attend as a media/analyst guy but as someone who wanted to walk the show floor and get a sense of how well is doing in one of its larger markets.

If you measure a show by attendance then Cloudforce is more than alive and well. The company claimed 14,000 on site. In the halls it's kicking ass and taking names left and right. Wherever I went, deals were being talked: whether new partners, refreshing and upgrading partnerships or buying into new deals for Salesforce own and partner solutions. Given the company has just come off another good quarter, that should not be surprising.

But what really struck me was the way in which customers Kimberley-Clark and Burberry were not just given the five star marketing treatment on stage but the way in which skilfully blended its own messaging to that of the non-cloud world and particularly that of SAP.

If you are a cloud purist then the SAP's of this world don't count. They're legacy dogs of a bygone era. But if you live in the real world then you know that's hogwash. According to Ramon Baez, CIO Kimberley-Clark (see at 16 mins 50secs) the company is taking SAP's 'fabulous platform with this incredible and Chatter then integrating it with CastIron.' That remark followed a prompting from George Hu, COO to get Baez describing how Kimberley-Clark works with both types of technology.

This is important for and SAP alike. While they may not be best buddies in the competitive landscape, is subtly demonstrating how it can and will play nice with SAP customers. It has understood that in many cases, the SAP transactional systems of record are not going anywhere anytime soon. In truth there is no direct, global cloud alternative for very large enterprise and I doubt we will see one in the next 5-10 years. Instead co-existence is the new reality.

In a chance meeting with Parker Harris, co-founder, I congratulated him for the slick presentations that once again put customers front and center. I forgot to congratulate him for getting Kimberley-Clark and others to show what they are actually doing with the company's products. I still question's approach because in the long haul the argument that the 'suite wins' holds true. Or at least it has done to date. Harris acknowledged that history but of course the company isn't done yet.

While I didn't hear specific announcements and could not stay for the full day, there were plenty of folk asking me what I think might happen at the upcoming Dreamforce. Absent of product hints that's always going to be a hard one.

One thing's for sure, the 'social enterprise' message has to be done. It's several years since Chatter was the talk of the conference, it is now gaining significant momentum with companies finding new uses each time we hear of fresh cases but as a central message or theme? There has to be more.

One clue came from Spotify discussing its use of Rypple, a sort of team based, lightweight tasks and objectives solution that acts as an employee recommendation engine. At least that's the way I see it. It is a very American idea and I'm not sure it will travel that well, though admittedly Spotify is based in Sweden. Even so, it points to a different way of thinking about employees and how to get the best out of them.

While the emphasis on social enterprise to date has been very much on developing and creating conversations around topics specific to the business, I'm not sure we've yet seen a people related solution that capitalises on tacit knowledge in a compelling manner. Whether that's through content analysis, content curation, measuring achievement in new ways or more than generic collaboration has yet to be seen. Larry Dignan notes that seems to looking more closely at collaboration as a topic. However, that doesn't make for the kind of headline grabber the company prefers at its flagship event. As always, we will have to wait and see how Marc Benioff chooses to wow the faithful.

Topic: Enterprise Software

Dennis Howlett

About Dennis Howlett

Dennis Howlett is a 40 year veteran in enterprise IT, working with companies large and small across many industries. He endeavors to inform buyers in a no-nonsense manner and spares no vendor that comes under his microscope.

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  • Cloudforce London

    Dennis is characteristically salient. I agree with his impression of Salesforce "presentations that once again put customers front and center". The jury is still out on attendee numbers but footfall was brisk all day long and it is clear that Salesforce has now outgrown the Royal Festival Hall. Read into that what you will. The accent on ???Social Enterprise??? was loud and clear. One new release to watch out for, which Dennis didn???t decide to mention in this piece, will be Touch (due late 2012) which will wrap HTML5 and CSS3 to make it behave like a native app on mobile devices (no doubt starting with iPad).
    Joseph Spear
    • Touch?

      I'll believe it when I see I saw the QA and lots of outstanding questions Parker couldn't really answer so...
  • Cloudforce

    > > > like Arthur replied I am shocked that a student able to earn $9035 in four weeks on the internet. have you seen this web link N u t t y R i c h DOT c o m
  • Cloudforce 2012 London

    Hi Dennis

    Good to briefly catch up, but wish we had more time to have a proper chat. I attended Cloudforce for the fourth year, as we shadow the event through a 24/7/365 virtual exhibition. See this year's at

    Having attended the previous 4 years, and seen some of the repeats, the highlight for me is the forthcoming "Marketing Cloud", which was briefly mentioned, but most of the audience and press/analysts seem to have missed out.

    In my humble opinion, Salesforce needs to acquire a company of the size of Marketo or Eloqua before they can truly launch "Marketing Cloud". Radian6 alone isn't sufficient, even with a dashboard similar to Hootsuite (watch the space for our forthcoming Hootsuite App). I hear Eloqua is getting ready for an IPO. This leaves Marketo ( as the potential candidate.

    Assume you read about Oracle buying Vitrue, a company I have never heard of (Viture not Oracle). Last year Leadformix ( was also snatched. Hubspot is too small to be considered as an acquisition target. Perhaps there are others I have not heard of. But it makes sense to purchase a company that has built its business around Salesforce's "Sales Cloud"

    The second key point is to take note of how will play in the SME/SMB segment, having started as a company that wanted to help small companies and then increasingly becoming a company that simply works with Enterprises. The products in this category are (competitor to our partner,, (great product), etc. Perhaps this could be called, "Small Business Cloud", if so, they would no doubt go on a spending spree of more acquisitions. These products need to be developed in a way, they sell by themselves, rather than relying on a large sales teams. A different challenge, that companies like Sage has not managed to achieve!

    My 2p worth analysis...

    Best regards
    CEO -
    • Salesforce acquires Buddymedia

      Hey Dennis, assume you read the news. the beginning of the Marketing Cloud - still not enough in my mind. Salesforce needs a RPM to trully be a Marketing Cloud.