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Salesforce and Omnicom are partnering to develop an integrated CRM platform for advertising and marketing

Salesforce and Omnicom are partnering to develop an integrated CRM platform for advertising and marketing

International advertising and marketing firm Omnicom announced a deal with Salesforce that will see the two companies create an integrated CRM platform specifically for advertising agencies. The move comes as enterprise IT decision-makers voice discontent with cloud vendors for failing to cater to industry verticals.

Omnicom and Salesforce will partner to create an integrated CRM platform covering marketing, sales, communities and customer service. The companies said the end-to-end solution will be tailored to the specific needs and business processes commonly found in advertising agencies.

Annalect, Omnicom’s data, technology and analytics arm, will manage the new offering and Salesforce will host the platform.

“In this always-on, always-connected world, marketers face more complexity than ever before,” said Jonathan Nelson, chief executive officer, Omnicom Digital.

“By bringing together Omnicom with Salesforce, the world’s leading CRM, in a way that has never been done before, we will be able to span every consumer-touch point, both online and offline, which is a real first-mover advantage for our clients,” Nelson said.

The partnership follows Omnicom’s broad deployment of the Salesforce platform internally last year.

“By utilizing Salesforce as its customer journey platform for clients, Omnicom will strengthen its role as a trusted advisor to the world’s largest brands, creating amazing customer journeys that extend far beyond traditional digital marketing,” said Marc Benioff, chairman and chief executive officer, Salesforce.

The move comes as enterprises continue to voice their dissatisfaction with the lack of vertically-specific cloud-based solutions, something cloud service providers are slowly looking to tackle. Earlier this month Box announced a partnership with Accenture to help target verticals through Box for Industries, which are versions of the storage and collaboration platform tailored to specific sectors’ business processes.