Salesforce.com and Google have announced a strategic global partnership, but not the widely expected tight integration between Google Apps and Salesforce.com's hosted CRM (customer relationship management) software.
Instead, the two vendors brought out their first jointly developed and co-marketed product combining Google AdWords with Salesforce on-demand CRM.
There was intense speculation that Salesforce.com and Google would integrate their respective hosted applications to counter Microsoft's move into on-demand software with its Live applications, which will include a hosted version of its Dynamics CRM offering.
There were even suggestions that Google was ready to acquire Salesforce.com.
The two companies have a lot in common in terms of their company culture, their technologies and their belief that pay-as-you-go Internet applications will become increasingly popular. "There's a natural fit," said Kendall Collins, senior vice president of marketing at Salesforce.com, of the relationship with Google.
The two vendors have been looking at where their businesses intersect and where they could both derive substantial business. They decided to work together on a new offering to target small to midsize businesses (SMBs) and integrate AdWords with Salesforce CRM.
AdWords allows companies to advertise their products to people using Google's search engine and to associate their ads with specific keyword searches so the ads may appear next to particular search results.
Using the new product, which is called Salesforce Group Edition featuring Google AdWords, a company can immediately connect to AdWords and create an ad linked to particular search results.
Customers clicking on that ad are taken to the company's Web site and encouraged to complete a form with their contact details, which then automatically becomes a new lead in Salesforce CRM. Those leads can then be shared around the company and managed through Salesforce CRM.
Users will also be able to link existing AdWords accounts to Salesforce CRM and to create new AdWords accounts, Collins said.