As if on cue, rapper Will.i.am paraded onstage Wednesday evening with a group of engineers where he revealed “PULS,” a smart wrist band he developed via fashion and technology firm i.am+, a business he runs in between tours. (Salesforce Ventures is an investor in i.am+, a spokesman says.)
What does this have to do with Salesforce.com from a business standpoint? Very little, though it underscores the CRM giant’s focus on mobile development. The company rolled out “mobile-first” platform Salesforce1 last year and followed it up this year with app developer tool Salesforce1 Lightning.
Michael Lazerow, chief strategy officer for the Salesforce.com Marketing Cloud, said the company builds in an “API-first” manner, and that many platforms were subsequently rewritten to account for this mobile shift.
He spoke with AdExchanger about the company’s mobile efforts, the recent rebrand of the Marketing Cloud, and the integration status of various Marketing Cloud components.
AdExchanger: First, why did you lose the ExactTarget name?
MIKE LAZEROW: It was strategic. We came to a realization that we had spent two years replatforming a social product. It’s always been doing well, but it wasn’t one product.