It's coming up to a year since Business Cloud 9 last sat down with Eric Berridge, CEO at Bluewolf, one of the new breed of consulting firms focused on the Salesforce.com ecosystem. Since that time, the market has moved on considerably, he argues.
"Cloud is so much more mainstream," he says. "We don't sit there and sell companies Cloud, we're selling customer experience and how you can improve that through use of Salesforce.com, Eloqua and Marketo.
 
"In CRM you have to look at things from the customer viewpoint. CRM failures have been due to too much internal focus. No-one sits in the customers shoes and say 'how can we do better service?'. They've said it's all about silos - sales, services, marketing and so on. As a buyer, you don't care about silos. You care about the moment in time when the brand is servicing you. That's where CRM is going to go."
 
Salesforce.com itself has recently undergone a re-invention as the Customer Company, a move which intrigues Berridge.  "From a messaging perspective this it the first time that Salesforce.com has used a message that is not abstract - like on demand, no software and so on. They've done a good job about getting attention using abstract messages.  Now it's saying that it's all about becoming a Customer Company."

READ MORE>>