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Salesforce.com, Inc.
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About Salesforce.com, Inc.

Salesforce.com Inc. is the top developer and seller of customer relationship management software with more than 150,000 users. The company offers cloud-based applications that manage customer relationships including Sales Cloud, Marketing and Commerce Cloud, and Service Cloud (for customer support) as well as the Salesforce Platform. Other products offer e-commerce, analytics, and social media tools through cloud-based applications. Salesforce's customers come from a variety of industries, including financial services, telecommunications, manufacturing, entertainment, and government. It generates most of its revenue in the US. Salesforce bought Tableau for about $15.7 billion in 2019.

Operations

Besides its big three cloud products – Sales Cloud, Service Cloud, and Marketing and Commerce Cloud, Salesforce offers several others that help companies manage their relationships with customers.

They include: Community Cloud, which helps companies create and manage branded digital destinations for customers, partners, and employees; IoT (Internet of Things) Cloud, which helps companies collect information from connected devices, products, sensors, and apps; Analytics Cloud, which helps an employee explore business data from any device; and Salesforce Quip, a productivity tool designed for teams.

Salesforce also offers consulting services for deployment, training, and design and integration.

Most of the company's revenue comes from its subscription and support segment, which accounts for nearly 95%, while the rest comes from professional and other services.

The company runs many of its cloud services on Amazon Web Services, Google, and IBM in international markets.

Geographic Reach

Salesforce relies on customers in the US for more than two-thirds of its revenue, while customers in Europe account for about 20% of revenue and those in the Asia/Pacific region generate about 10%.

Sales and Marketing

Salesforce.com counts more than 150,000 users, from small businesses with one subscription to large enterprises with thousands. With such a large customer base, no one customer counts for more than 5% of sales.

The company uses a direct sales force made up of telephone sales reps based in regional hubs and field sales reps in territories close to their customers. It also works with consulting firms, systems integrators, and others to find customers. For successful sales, Salesforce pays a fee based on the first-year subscription revenue generated by the referred customers.

Salesforce spends about 45% of revenue on sales and marketing, a level the company expects to maintain as it seeks more customers and builds awareness.

Financial Performance

Salesforce has turned in a fast-growing revenue line for the past five years, averaging a 30% annual increase as the company has added more applications to its basic customer relationship management offerings.

In 2019 (ended January), revenue hit about $13.3 billion, up some $2.7 billion and a 26% increase from 2017. The growth was driven by higher subscription and support revenue from new business, which includes new customers, upgrades, and additional subscriptions from existing customers. MuleSoft, acquired in May 2018, contributed $431 million in revenue. Sales rose 24% in the Americas, 33% in Europe, and 28% in the Asia/Pacific region year-over-year.

Salesforce's net income leaped to $1.1 billion in 2019 from $360 million in 2018. As a percentage of revenue, expenses were about the same, allowing more of the higher revenue to flow to the bottom line.

Salesforce has cash and equivalents of $2.5 billion in 2019 compared to $1.6 billion in 2018. In 2019, the company's operations generated $3.4 billion, while investing activities used $5.3 billion, and financing activities provided $2 billion.

Strategy

Salesforce continued to generate higher revenue in 2019. Its biggest business, Sales Cloud, accounted for $4 billion in revenue by itself, making it bigger than some independent cloud software companies. The company's other strong performer, Service Cloud, brought in another $3.6 billion. While those are the big moneymakers, Salesforce's customers generally buy services from more than one of the company's clouds.

To strengthen those clouds, Salesforce has injected artificial intelligence into them. Called Einstein, the AI element helps Salesforce's customers more effectively analyze data that help them better understand their customers. Salesforce sees Einstein as an advantage in attracting new customers as well as tempting current customers to upgrade their services.

The acquisition of MuleSoft in May 2018 added capabilities to help customers link their Salesforce applications. The unit added about $341 million to Salesforce's sales in 2019.

Salesforce went that deal one better with its proposed acquisition of Tableau Software for $15.3 billion in 2019. The deal would strengthen Salesforce's data analysis and presentation capabilities.

Salesforce and Apple reached an agreement in September 2018 to develop Salesforce apps for Apple's mobile operating system, iOS. Third-party developers also can develop Salesforce-related apps for iOS. The agreement could spur salespeople wielding iPads and iPhones to use more Salesforce products.

Mergers and Acquisitions

In 2019 Salesforce, in its biggest deal, acquired Tableau Software, which develops applications for analyzing and presenting data, for $15.7 billion. With Tableau's products in its software arsenal, Salesforce offers customers a more comprehensive package for data collection and analysis.

In another 2019 deal, Salesforce agreed to acquire ClickSoftware, a developer of field service management software, for $1.35 billion in cash and shares,  to speed growth of its cloud-based products for customer service operations. ClickSoftware's offerings would become part of Salesforce's Service Cloud. The transaction was expected to close in the Salesforce quarter ending Oct. 31, 2019.

In 2019 Salesforce agreed to buy privately held Bonobo AI, which develops artificial intelligence software to gather insight on customers by analyzing phone calls, texts, and chats. Salesforce is to add the Bonobo software to its Salesforce Sales Cloud. Terms were not disclosed.

Salesforce acquired MapAnything, also in 2019. The company markets software for map-based visualization, asset tracking, and route optimization to improve field sales and service team efficiency. The purchase complements Salesforce.com's Sales Cloud and Service Cloud programs.

In 2018 Salesforce bought MuleSoft, which develops software for linking applications, for about $6.5 billion. With the addition of MuleSoft's technologies, Salesforce can help its customers connect information throughout their companies across public and private clouds and data sources. MuleSoft, which went public in 2017, posted higher annual revenue but did not make a profit as an independent company.

Acquisitions in the company's 2017 fiscal year (ended January) were SteelBrick Inc., which automates the quote-to-cash process; MetaMind Inc., natural language processing and image recognition across the Salesforce clouds; BeyondCore Inc., smart data discovery technology for structured data sources; Quip Inc., productivity software; and Krux Digital Inc., a data management platform.

Salesforce.com, Inc.

415 MISSION ST FL 3
San Francisco, CA 94105-2533
Phone: 1 (415) 901-7000

Stats

Employer Type: Publicly Owned
Stock Symbol: CRM
Stock Exchange: , NYSE
Chairman and CEO: Marc Benioff
Vice Chairman, President, and COO: Keith G. Block
President and Chief Strategy Officer: Alexandre Dayon
Employees (This Location): 600
Employees (All Locations): 35,000

Major Office Locations

San Francisco, CA

Other Locations

San Francisco, CA
Santa Monica, CA
Chicago, IL
Indianapolis, IN
Boston, MA
Chanhassen, MN
New York, NY
Hillsboro, OR
Bellevue, WA
Gurgaon, India
Nagoya, Japan
Nishi Muro-Gun, Japan
Osaka, Japan
Sao Paulo, Brazil
Vancouver, Canada
Meylan, France