Salesforce.com's Dreamforce: What to Expect

Salesforce.com CEO Marc Benioff will discuss his company's vision for marketing software

By Chris Kanaracus
Mon, October 28, 2013

IDG News Service (Boston Bureau) — Salesforce.com is gearing up for its annual Dreamforce conference, which is set to be the biggest yet, with 120,000 people expected to register.

The show's massive size reflects Salesforce.com's rapid growth and status as the industry's largest pure cloud software company. Dreamforce has also become a major event for Salesforce.com's vast partner and developer community.

Here's a look at what to expect from the show, which kicks off Nov. 18 in San Francisco.

Marketing mayhem: Salesforce.com CEO Marc Benioff said earlier this year that marketing software would become his company's next US$1 billion product line.

To get there, Salesforce.com has invested heavily in acquisitions, such as the $2.5 billion purchase of ExactTarget in June. Benioff will likely spend a good portion of his opening keynote spelling out the company's marketing software strategy, as well as how its approach is superior to that of Oracle, SAP, Microsoft and other vendors.

"I think there's an awful lot of buzz around the industry regarding marketing," said analyst Denis Pombriant, managing principal of Beagle Research. "If Salesforce doesn't work on the marketing message and make a considered effort to tell the world what it's got, that will be a mistake."

The Marc and Larry show?: Speaking of Oracle, CEO Larry Ellison may make a previously unthinkable appearance at Dreamforce. Benioff and Ellison famously feuded for years, despite the fact that Benioff is a former Oracle employee and Ellison was an early investor in Salesforce.com.

Their rivalry has no doubt involved a bit of theater. But it was still surprising to see the virtual love-fest between Ellison and Benioff in June, when their companies announced a broad partnership and Salesforce.com committed to continue using Oracle technology for the long term.

Benioff even invited Ellison to Dreamforce during that joint conference call, and Ellison quickly accepted. All in all, the exchange was a far cry from events such as Ellison's cancellation of a keynote Benioff was scheduled to deliver at Oracle's OpenWorld conference in 2011.

As for Ellison appearing at Dreamforce, the answer may be up in the air, particularly given that he was too distracted by the America's Cup to make his own scheduled keynote at OpenWorld this year.

Ellison will make it to Dreamforce, according to Pombriant

"I think that's a done deal," he said. "That's going to happen." Most likely, Ellison will speak about Oracle's products for big data analytics as well as the Exadata database machine, Pombriant said.

Showgoers may also get an update on the Salesforce.com-Oracle partnership, which involves integrations between some of the companies' products.

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