Salesforce Increases Pressure On Revenue Orchestration Providers
Salesforce is investing in new capabilities to change the revenue orchestration market, increasing pressure on established providers. This move may impact the market's competitive landscape.
Original reporting · forrester.com
Original: “The Salesforce Full-Court Press On Revenue Orchestration Platforms”
Read “The Salesforce Full-Court Press On Revenue Orchestration Platforms” at Forrester →
How this was written. Voyager Commercial wrote this article with a language model from Forrester’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from Forrester’s report
- Salesforce is increasing pressure on established revenue orchestration providers with its new capabilities and acquisitions.
- The company's strategy aligns with emerging buying priorities, focusing on shared context and agentic execution.
- Salesforce's evolution from a traditional system of record to a more comprehensive platform is driven by market priorities.
- Buyers are evaluating how to coordinate execution, govern agents, and preserve context, and Salesforce is investing in capabilities to address these concerns.
- The company still faces challenges in areas like user experience and product complexity.
The revenue orchestration platform market is entering a new phase as Salesforce ramps up its efforts to become a major player. For years, specialist providers have benefited from Salesforce's limitations, creating better experiences for tasks like prospecting and forecasting. However, Salesforce is now working to change this dynamic.
Salesforce's strategy aligns with emerging buying priorities, which are shifting towards a more holistic approach to revenue orchestration. The company is focusing on areas like shared context, agentic execution, and workflow orchestration, where it has natural advantages.
Salesforce is connecting the dots between its various components, helping buyers understand how they come together to support revenue work. This includes combining CRM data, conversational context, workflows, agents, and AI-assisted revenue execution.
The Forrester Wave evaluation recognized Salesforce's evolution from a traditional system of record into a more comprehensive platform. This shift is driven by market priorities, which are moving beyond seller productivity to broader operational and tech strategy questions.
Buyers are now evaluating how to consistently coordinate execution, govern agents, and preserve context. Salesforce has invested in capabilities that address these concerns, including governance, administration, and data quality.
Salesforce's approach to headless architecture is also changing the game. The company's Claudeforce introduction allows users to access data and insights without opening Salesforce, potentially bypassing historical usability challenges.
Despite progress, Salesforce still faces challenges in areas like user experience, prospecting capabilities, and product complexity. The company's revenue orchestration vision is ambitious, but realizing it requires significant expertise and operational management.
Questions and answers
What is driving Salesforce's resurgence in the revenue orchestration market?
Salesforce's strategy aligns with emerging buying priorities, and the company is focusing on areas like shared context and agentic execution.
How is Salesforce's approach to headless architecture changing the game?
Salesforce's Claudeforce introduction allows users to access data and insights without opening Salesforce, potentially bypassing historical usability challenges.
What challenges does Salesforce still face in the revenue orchestration market?
Salesforce still faces challenges in areas like user experience, prospecting capabilities, and product complexity, and realizing its revenue orchestration vision requires significant expertise and operational management.
