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Salesforce pioneered the industry of sales tech and later marketing tech, but the future of the company is no longer about either. Instead, it’s about analytics. This was the topic of conversation from nearly every vendor, employee, and attendee at Salesforce’s giant Dreamforce conference last week.
More importantly, the unwritten headline that will ultimately define this year’s event is the application of analytics to optimize the buyer journey. Once relegated to marketing tech, the concept of a data-informed and analytics-optimized buyer journey now spans conversations and messaging in all facets of the organization…
