“We’ve seen this real acceleration of large enterprises trying to understand how to communicate with users in near real time,” Albright said. “Our core from day one was, ‘How can you get consumers to engage with whatever experience a company might develop, whether it’s an application, a website or in-store?’”
Even though Salesforce Ventures invested in the five-year-old SessionM, it occasionally competes around cross-channel customer experience against the larger enterprise marketing platforms like Salesforce, Oracle and IBM.
It also competes against smaller point solutions on functions like activating loyalty data in media or merging CRM with behavioral data in a data management platform.
While marketers want to merge CRM and paid media, the process has numerous challenges.
“A lot of [what happens in] CRM is still this static data, waiting for results from your email push and then manually examining it,” Albright said. “In the world today, with mobile being such a key driver for it, you can’t have that long a cycle between your personalization and messaging in the experiences you deliver.”