Salesforce announced Thursday it signed a definitive agreement to acquire Own Company for $1.9 billion in cash. Own, which provides data protection and data management solutions, will help Salesforce accelerate the growth of its Platform Data Security, Privacy, and Compliance products, the company said in a release.
The two companies are not strangers to each other. Own is a Salesforce AppExchange partner since 2012 and a Salesforce Ventures portfolio company. Salesforce holds approximately 10% of the outstanding shares in Own.
Own’s initial offerings focused on backup and recovery. Today, the company has 7,000 customers using its Own Data Platform, which provides data archiving, seeding, security and analytics capabilities.
The companies hope Own’s capabilities will fit nicely alongside Salesforce’s existing offerings in the data security and compliance area, including Salesforce Backup, Shield and Data Mask.
Dig deeper: What does ‘better data quality’ mean for marketers? And how do we get there?
Salesforce acquires Tenyx
Earlier this week, Salesforce also announced a definitive agreement to acquire Tenyx, which develops AI-powered conversational voice agents for customer service.
Like Own, Tenyx will extend existing Salesforce capabilities, this time around autonomous agents and its Agentforce Service Agent.
Tenyx’s co-founders, Itamar Arel, who serves as CEO, and Adam Earle, the company’s CTO, and their team will join Salesforce to help further grow Salesforce’s Agent offerings upon the close of the acquisition, Salesforce said in a release.
The Tenyx acquisition is expected to close in the third quarter of Salesforce’s fiscal year 2025, which ends Oct. 31, 2024.
Why we care. As the U.S. returned from its unofficial end of summer, Salesforce announced it is open for business.
The Own acquisition is a reminder that CRM users are trusting their most valuable data to clouds managed and secured by SaaS vendors. Customers want to see that data protected, but they also want it available for analysis, which is a tricky balancing act. While major breaches make headlines, relatively minor, targeted breaches fly under the radar, but are just as damaging to the companies impacted.
AI runs through everything Salesforce does and talks about these days. With text-based chatbots relatively common, the use of AI-powered voice for customer service is the next frontier. Tenyx will help Salesforce grow its capabilities in this area.
Dig deeper: Where to deploy AI for maximum martech impact
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# Salesforce’s Latest Acquisitions Prioritize Advancements in AI and Security
Salesforce, the global leader in customer relationship management (CRM) software, has long been known for its strategic acquisitions that bolster its platform and expand its capabilities. In recent years, the company has increasingly focused on two critical areas: artificial intelligence (AI) and cybersecurity. These acquisitions are part of Salesforce’s broader strategy to stay ahead of the curve in a rapidly evolving technological landscape, where AI and security are becoming paramount for businesses across industries.
## The Growing Importance of AI and Security
As businesses continue to digitize their operations, the demand for AI-driven solutions and robust cybersecurity measures has skyrocketed. AI is transforming how companies interact with customers, optimize operations, and make data-driven decisions. Meanwhile, the rise of cyber threats has made security a top priority for organizations, particularly those handling sensitive customer data.
Salesforce has recognized these trends and has made significant investments in both AI and security to ensure that its platform remains competitive and secure. The company’s recent acquisitions reflect this commitment, as it seeks to integrate cutting-edge technologies into its ecosystem.
## Key Acquisitions in AI
### 1. **Tableau (2019)**
While not a recent acquisition, Tableau remains one of Salesforce’s most significant purchases in the AI and analytics space. Acquired for $15.7 billion, Tableau is a leading data visualization and analytics platform that enables businesses to analyze vast amounts of data and derive actionable insights. By integrating Tableau into its CRM platform, Salesforce has empowered its users to leverage AI-driven analytics to make more informed decisions and gain deeper insights into customer behavior.
Tableau’s AI capabilities, such as natural language processing (NLP) and predictive analytics, have been instrumental in helping Salesforce customers visualize data trends and predict future outcomes. This acquisition has significantly enhanced Salesforce’s AI-driven analytics offerings, making it easier for businesses to harness the power of data.
### 2. **Slack (2021)**
Salesforce’s acquisition of Slack for $27.7 billion was another major move that has implications for AI. While Slack is primarily known as a collaboration platform, Salesforce has integrated AI-powered features into Slack to improve communication and productivity. For example, Salesforce’s AI-driven Einstein platform can now be used within Slack to automate workflows, provide real-time insights, and enhance customer interactions.
The integration of AI into Slack has made it easier for teams to collaborate and access critical information, ultimately improving decision-making and customer service. This acquisition demonstrates Salesforce’s commitment to embedding AI into every aspect of its platform, including communication and collaboration tools.
### 3. **Cerebra (2022)**
In 2022, Salesforce acquired Cerebra, an AI startup specializing in machine learning (ML) and natural language processing (NLP). Cerebra’s technology has been integrated into Salesforce’s Einstein AI platform, enhancing its ability to process and analyze unstructured data, such as customer emails, social media interactions, and support tickets.
Cerebra’s NLP capabilities have enabled Salesforce to offer more advanced AI-driven customer service solutions, such as chatbots and automated responses. This acquisition has strengthened Salesforce’s position in the AI space, particularly in the realm of customer support and engagement.
## Key Acquisitions in Security
### 1. **MuleSoft (2018)**
MuleSoft, acquired by Salesforce for $6.5 billion, is a platform that enables businesses to connect their applications, data, and devices through APIs (Application Programming Interfaces). While MuleSoft is primarily known for its integration capabilities, it also plays a crucial role in enhancing security by ensuring that data flows securely between systems.
MuleSoft’s API management tools help businesses monitor and control data access, ensuring that sensitive information is protected. By integrating MuleSoft into its platform, Salesforce has strengthened its security offerings, particularly in the areas of data integration and API security.
### 2. **Vlocity (2020)**
Salesforce’s acquisition of Vlocity for $1.33 billion was aimed at expanding its industry-specific solutions, but it also had significant security implications. Vlocity provides cloud and mobile software solutions for industries such as telecommunications, insurance, and healthcare—sectors that handle vast amounts of sensitive customer data.
By acquiring Vlocity, Salesforce has been able to offer more secure, industry-specific solutions that comply with regulatory requirements, such as HIPAA in healthcare and GDPR in Europe. This acquisition has helped Salesforce enhance its security posture in industries where data protection is critical.
### 3. **ClickSoftware (2019)**
ClickSoftware, acquired for $1.35 billion, is a field service management platform that helps businesses manage their mobile workforce. While the primary focus of this acquisition was to improve Salesforce’s field service capabilities, it also had security implications. ClickSoftware’s platform includes features for tracking and securing mobile devices, ensuring that sensitive customer data is protected even when accessed remotely.
As more businesses adopt mobile and
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