POV on Salesforce CDP

ActionIQ Inc., Confidential & Proprietary
1. Salesforce lacks referenceable CDP customers,
especially enterprises
2. Enormous services costs are required to deploy and
maintain
3. New Dreamforce announcements not live with any
customers (e.g. Genie, Snowflake Data Sharing)
4. Time to value is a risk
1
Preview:
Four themes
for today’s
presentation

“You should understand that functionally this remains a very thin offering, so if you
are expecting major value from a CDP in 2022, you should pass on Salesforce
CDP, even if you've made a big commitment otherwise to this vendor.”
Unlike its other tools, Salesforce’s CDP lags behind
Analysts regard its Sales and Service tools as best in class, but caution its CDP remains 4-5 years behind
2
Lagging Behind
“Lags behind specialist,
stand-alone CDP vendors in
nearly all functional areas”
Spread Too Thin
“Like competing offerings from
Adobe, SAP, and Microsoft, it feels
very underbaked”
Not Well Integrated
“While they do a great job with
some of their clouds, their CDP is
a joke. There was no relationship
between one layer to the other.”

Be aware of users’ complaints about Salesforce’s CDP
What end users say after evaluating Salesforce’s CDP
3
“They couldn't demo me
end-to-end CDP
capabilities in one single
product, connected,
solutioned!”
“They always make a big
splash at their annual event
with an announcement
focused on innovating, but
then the delivery on the
promise often falls short of
the expectation.”
“I remember a Salesforce
CDP demo where the tech
lead could not explain the
data aggregation layer. And
don't let me start about the
costs.”
Speed to Value
CDP doesn’t deliver the value
they promise
Total Cost of Ownership
CDP is free but services range
to seven figures
Competitive Risk
Salesforce is not the safe route
despite initial perception

Salesforce has little track record for building platforms in house
Will the Salesforce CDP ever catch up to the competition?
4
Salesforce
built its
cloud by
acquiring
other
companies

Organizations choosing ActionIQ instead of Salesforce

ActionIQ Inc., Confidential & Proprietary 6
Competitors are all racing to become CX Hubs
…while ActionIQ has a minimum 2-3yr head start
CX HUB
CRITERIA
Centralized
Segmentation ✓ 🚧👷
2-3 yrs out
✓
Omnichannel
Activation ✓ ✓ 🚧👷
1-2 yrs out
✓ 🚧👷
1-2 yrs out
✓
Journey
Orchestration ✓ 🚧👷
1-3 yrs out
✓ 🚧👷
2-3 yrs out
🚧👷
1-3 yrs out
Tool-Agnostic
Integrations ✓ ✓ 🚧👷
1-3 yrs out
✓ 🚧👷
1-2 yrs out
✓
Business
Friendly ✓ 🚧👷
2-3 yrs out
🚧👷
1-2 yrs out
🚧👷
2-3 yrs out
✓ 🚧👷
0.5-1 yrs out
Data Science
CDPs
Data
Integration CDPs
Marketing Cloud
CDPs
Identity Mgmt
CDPs
Site Personalization
CDPs
Customer
Experience Hubs

Salesforce Genie vs. ActionIQ
High costs and lock-in Optionality and innovation
SERVICES COSTS REQUIRED;
LOCKED-IN THEREAFTER
DESIGNED AS A FULLY
AGNOSTIC, OPEN HUB
CDP
MC Engagement MC Intelligence
MC Personalization
Your choice Your choice
Your choice
Your choice
● 400+ prebuilt APIs
● Ingest and export data in any format
● Dotted lines represent Genie
● $$s represent SIs and custom integrations
required to function

AIQ HybridCompute vs. Salesforce Data Sharing in Snowflake
ActionIQ Salesforce
Compute
Data Lake
w/ Snowflake Data Share
Storage
Data Lake
Storage
Client
Compute
Proprietary
connector
negates need
to copy data
Customer Data
Platform
Temp.
Storage
CDP vendor
Storage
Compute
Snowflake Data Share

Which vendor has advantage Why
Ingestion of data
Resolution of identities
Creation of attributes
Segmenting of audiences
Predicting intelligence
Activating to channels
Creating multi-step journeys
Reporting on campaigns
Acquisition use cases
Summary: ActionIQ vs. Salesforce CDP
Salesforce requires technicians to build
new attributes; ActionIQ users build
them via UI and use them instantly
Salesforce users must use 3+ UIs, no
unlimited historical data, batch 1x/day;
Segmentation is AIQ’s biggest strength
Salesforce requires massive data prep
(“CIM”); ActionIQ ingests data as-is, or
let’s you truly avoid copying data at all
Salesforce models are not custom made
nor white-box with feature engineering
or feature importance like AIQ’s
Salesforce is missing integrations to
tons of non-Salesforce tools; AIQ >400
pre-built integrations
Journey Builder only accesses a fraction
of customer data; AIQ accesses 100% of
data for highly tunable journeys
Salesforce users must rely on Tableau +
Datorama (pay extra); AIQ offers many
dashboards and some require services
Salesforce has already declared its DMP
dead, while AIQ is regularly chosen to
replace Adobe’s and Salesforce’s DMPs
Salesforce lacks data transformation
and robust anonymous addressability;
(See next slide for AIQ differentiators)
9

A
n
o
n
y
m
o
u
s
Identity Resolution Capabilities — Comparison of ActionIQ and
Salesforce CDP
10
Data transformation (e.g. data cleansing) ✅ ❌
Data validation via 3P authoritative sources (e.g. address standardization, NCOA) ✅ ✅
ID deduplication - deterministic ✅ ✅
ID deduplication - probabilistic ✅ ✅
Best value prioritization (survivorship) ✅ ✅
Stitching of anonymous interactions to known ID after authentication ✅ ✅
Custom deduplication logic (preventing dedup using custom rules) ✅ ❌
Profile enrichment (Salesforce has fewer 3P vendor options) ✅ ✅
Preservation of child IDs (preserving lineage) ✅ ✅
Tracking anonymous visitor’s behavior over time via 1P tag ✅ ✅
Real-time identity syncing (walled gardens, identity tokens, identity spines) to
make anonymous visitors addressable for retargeting across non-owned websites
✅ ❌
Real-time identity syncing for enhanced website/app personalization ✅ ❌
ID deduplication (via integrations with identity providers; AIQ has more options
than Salesforce)
✅ ✅
P
II
Major differentiator
for acquiring new
customers (revenue
opportunity

Feedback from Salesforce CDP users
(actual quotes)
Different Code Bases — “Journey Builder is built on
MS Azure, which is different than SF CDP (AWS) and
SF Personalization (MongoDB) so none of these tools
play well together.”
Triggers Have a Delay, Not Real Time — “If you want to
send out an email as soon as a purchase is made then it
is better to send the transaction data directly to
Marketing Cloud, instead of sending it first to CDP and
then expecting the data to reach Marketing Cloud
immediately.”
Data Format is Fixed, Not
Adjustable for Future —
“Data types can’t be changed
after the Data Source Object
(DSO) is created.”
Journey Limits — “We use
Journey Builder, which
doesn’t allow you to activate
beyond email and SMS”

ActionIQ Inc., Confidential & Proprietary
Category What they are good at Why
Data Management
Identity resolution for PII
Anonymous visitor tracking
Probabilistic matching is (finally)
included in Salesforce CDP
Salesforce (finally) offers a first-party
tag for brands’ websites and apps
Audience Intelligence
Dashboarding and reporting While a separate product that costs
extra, Datorama is natively connected
with Salesforce CDP
Experience Management
Creating a vision of customer centricity Salesforce is excellent at demos, but
analyst urge caution of what’s real and
not
What CDP is great at and why

Category What they’ll claim they’re good at Why they’re not being 100% truthful
Data Management
Standardizing data
Integration with other Salesforce
products
While Salesforce CDP can rename ﬁelds
and change data types, it’s
overshadowed by the enormous burden
to pre-format and map data prior to
ingestion
You can integrate natively with
Marketing and Sales Cloud data stores,
albeit in a somewhat clunky way and
only once an hour
What CDP is stretching the truth about and why it’s not truthful

Data Management
Allowing brands to connect directly to
their Snowflake data
Extra costs and latency are incurred
because Salesforce CDP is not hosted
in Snowflake (only hosted in AWS),
which means in order to access a
brand’s Snowflake data (through
Snowflake’s data sharing tool),
Salesforce has to create a temporary
Snowflake instance, copy data from the
brand’s Snowflake into it, and then copy
it into AWS for the business UI to
access it.

Audience Intelligence
Predictive insights Einstein can provide pre-built or
customized models, however analysts
say it requires licensing many
Salesforce data management tools and
that speciﬁc success stories are rare
Real-time triggered experiences
Multichannel orchestration
While Salesforce claims real time, only
near real-time is possible (15min)
Salesforce Journey Builder costs extra
and lacks integration with SF CDP,
causing data headaches for users

Category What they’re not good at Why
Data Management
B2B data hierarchies SF CDP has no concept of groups (e.g.
accounts, households, buying groups)
Real-time profile lookups
Advertising support
Unified audience management
No capability exists for call centers or
websites to pull a profile in < 200ms
No native connectors, so instead must
push batch files to Amazon S3. Dell
remarked, “We talked with Salesforce
and they couldn’t meet the
requirements.”
Since SF CDP and Journey Builder rely
on separate databases, users cannot
build audiences in one and have them
used across all channels
What CDP is not good at and why

Category What they’re not good at Why
Usability
User experience SF CDP runs in Salesforce legacy cloud,
which accounts for the legacy-looking,
1990s-style user experience
Scale
Performance limits SF CDP runs in Salesforce legacy cloud,
which accounts for its performance
limitations
CDP Cost
Requirement to buy all tools Like Adobe, multiple tools must be
licensed to make Salesforce CDP work;
customers rely heavily on consulting
services
Product Maturity
Customer success stories SF CDP deployments began in summer
‘21, with no enterprise brands using it
beyond basic use cases today
What CDP is not good at and why

POV on Salesforce CDP

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