By Alex Kantrowitz
Salesforce and Omnicom announced a partnership on Tuesday that will give the holding company’s agencies and their clients access to Salesforce’s full product offering.
The deal underscores how agencies are turning to marketing technology to centralize customer data. It also demonstrates Salesforce’s attempts to expand its client base.
“Five years ago, I don’t think Omnicom would have done something like this,” said Michael Lazerow, chief strategy officer of Salesforce Marketing Cloud, in an interview. “They would have left it to a large system integrator to do [customer-relationship management].”