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The Little Dreamforce Announcement That Should Have Been Big News

There were no bananas. I’m not talking about the grocery store. I’m talking about Dreamforce, where big announcements usually make the audience go bananas.

This year, there was much excitement around the 1,200+ sessions at Dreamforce – except that enthusiasm was noticeably absent for one key announcement. Tucked away in a small room with just a few attendees, there was a brief mention about something that will shake up the media ecosystem: Salesforce Media Cloud will now offer integrations with Boostr, Wide Orbit, Operative, and Imagine Communications.

It’s easy for news to get overshadowed among the buzz at Dreamforce. But I was surprised this development didn’t get more attention because it’s a small piece of news with a huge potential impact.

It’s easy for news to get overshadowed among the buzz at Dreamforce. But I was surprised this development didn’t get more attention because it’s a small piece of news with a huge potential impact.
Throughout my years of Salesforce experience, I’ve hoped to one day have a truly connected Salesforce media ecosystem. And during that Dreamforce session, I realized my dream was finally coming true. These new media partnerships are the missing links I’ve been waiting for in the media chain.

You might be thinking, am I being a bit overly dramatic? Let me explain.

We’ve witnessed so many media industry shifts over the past few years, mainly driven by the consolidation of media companies. Mergers and acquisitions have drastically shrunk the addressable market and reduced the number of companies advertisers can do business with. Traditional media, like linear television and radio, have been overtaken by closed social platforms operated by a few dominant players – limiting advertisers’ choices and chances to spread their dollars across multiple properties.

Audiences have changed, too. They consume media differently, and media companies must figure out how to best meet them where they are now. However, that’s a challenge when media buys are not integrated, and the traditional ways with separate budgets for TV, social, etc., still exist.

Now, let’s imagine a future where Salesforce’s connective capabilities combine all your mixed media plans, orders, analytics, assets, and more into one effective, streamlined process. The move means you can meet audiences where they are because instead of taking a media-based approach to advertising, you’re benefiting from a more advantageous audience-first strategy.

Salesforce used to control the entire media lifecycle – sales, planning, contracting, order management – but that setup no longer holds up in today’s media world. By turning platforms into partners, Salesforce removes friction and allows processes to go directly to the platforms, making for a more efficient and productive ecosystem.

By integrating media partners, Salesforce enables an end-to-end infrastructure where it does what it does best and welcomes the partners to join as collaborators, not competitors. At Palladin, we’re leveraging this development to help our clients maximize the newly connected Salesforce media ecosystem. We expect more excitement (and bananas!) when we unveil our opportunities to take advantage of Salesforce’s integration with leading media partners.

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