Salesforce unveils its first Slack integrations

Salesforce wants to make it easier for sales, marketing and service teams to chat and share information when using its Customer 360 platform.

Salesforce has offered up a first glimpse of plans to integrate Slack into its products following the completion of its US$27.7 billion acquisition last month.

Salesforce said on Monday that Slack will be integrated into the Customer 360 platform in several ways to help connect sales, marketing, and service staff more effectively — both internally and cross-company.  

The announcement follows similar moves from Salesforce rival Microsoft, which integrated its Teams collaboration platform into Dynamics 365 in recent months to improve information sharing for staff using Microsoft’s CRM tools.

With Slack-First Customer 360, sales reps will be able to access and update Salesforce records with “digital deal rooms” in Slack; Salesforce cited a study from Forrester Consulting that suggests sales cycles are 15 per cent faster when using the team collaboration app. Automated daily briefs provide sales staff with a personalised list of tasks, meetings, and deals.

For customer service teams, integration with Salesforce Service Cloud will enable the creation of Slack channel “swarms” to resolve customer problems quickly, while an “expert finder” feature can “automatically identify” staff equipped to help with high-priority cases “based on availability, capacity, and skills.” 

Salesforce Service Cloud integration Salesforce

Integration of Salesforce Service Cloud enables the creation of Slack channel “swarms” for quick resolution of  customer problems.

And for marketing staffers there will be access to information from Datorama within Slack. (Datorama is Salesforce Marketing Cloud’s marketing intelligence platform.) The integration allows marketing staff to receive notifications of changes to marketing materials.

These three Slack-First Sales, Service and Marketing features will be available in pilot this fall, Salesforce said; the Datorama integration available now.

Salesforce also announced plans to integrate Tableau into Slack, with notifications of changes within the analytics tool, such as a sales pipeline drop, as well as “watchlist digests” to provide a daily update on certain metrics. Slack-First Analytics is set for general availability this fall.

Slack-First Marketing Salesforce

With Slack-First Marketing, teams can get insights and changes about marketing projects they can use to act on quickly.

“Slack and Salesforce had two jobs: Don't break either product and make both better than the sum of the parts,” said Wayne Kurtzman, research director at IDC. “They did this by avoiding the temptation to quickly integrate the two interfaces, yet effectively enable integrations that streamline work.”

The integrations will enable both products to “do what they do and improve on that with a channel-based conversational layer that can trigger actions within the Salesforce stack,” he said. 

While the two companies already had some integrations between their tools, this week’s  announcement indicates Salesforce’s intention to tie the platforms together more deeply and to maximise cross-fertilisation between them, said Angela Ashenden, principal analyst at CCS Insight.

Although the integrations should be useful in bridging user workflows, the process is in its early stages and the platforms remain very much separate, she said.

“We can expect to see lots of investment going into tightening this integration in the coming months, firstly to help Salesforce deliver on its Slack-first Customer 360 positioning, but also to help it respond to the growing threat of Microsoft Teams and Dynamics 365 — and of course to help justify the eye-watering price tag of the acquisition,” said Ashenden.

Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts



CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...


The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Great Sharing thoughts.It is really helps to define marketing strategies. After all good digital marketing plan leads to brand awareness...

Paul F

Driving digital marketing effectiveness

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in