Many of Salesforce’s clients also already use or are evaluating startup CDPs on the market right now, Kihn said. Salesforce is well positioned to enter those RFPs because most CDP players have “partial solutions,” while Salesforce has a DMP and tag management service (formerly Krux), a CRM, data storage, Datorama’s integration toolkit, the identity graph and MuleSoft’s ubiquitous mar tech API plug-ins.
The CDP category is also about to get much more competitive – and expensive.
Salesforce spent billions of dollars in the past year alone buying and building the pieces that make up its Customer 360 offering. Meanwhile, Adobe just launched its CDP solution on Monday. And, also on Monday, Oracle announced a major expansion of Oracle CX Unity, its version of a CDP.
CDP startups have taken chunks of brand mar tech budgets that major cloud companies consider theirs by right. And companies like Salesforce, Oracle or Adobe will try to blanket the category by filling all the niches, including tag management, API integrations and cross-device identity, which other CDPs pitch as their specialties or differentiators.
For instance, Kihn said Salesforce is building a data onboarding solution, another mar tech category spinning into CDPs, for clients to use with Customer 360.
“I get a sense from customers and marketers who I know that if they don’t get a handle on this consumer data issue now, then they won’t ever be able to,” he said. “Some companies will have just missed the boat. And they’re losing time.”