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Report 16 Jan 2026

Salesforce - Vendor Profile - Worldwide

Salesforce is the world’s largest enterprise application ISV, ahead of SAP. The company has remained focused on front-office applications, avoiding expanding to ERP. It has, nevertheless, built a presence in data, initially in analytics (Tableau) and later in data engineering (Informatica). Salesforce has systematically built a presence in data, although an acquisition in data storage and analytics is still outstanding.

Salesforce’s number one priority is to reignite organic growth. The company relies on Agentforce (and Data 360, formerly Data Cloud) to drive this growth, along with the agentification of its software product portfolio. The November 2025 Informatica acquisition is expected to slow down Salesforce’s growth until 2028, when Informatica will have completed its migration from perpetual licenses to subscription-based models.

Salesforce aims to grow in the mid-market and small business segments. The company rightly points out that SMBs want to acquire off-the-shelf GenAI/agentic AI use cases rather than build their own. PAC could not agree more with Salesforce. Yet, its challenge is that its subscription prices are higher than those of Dynamics 365, making Microsoft a serious contender in the mid-market. Also, Salesforce is often considered to be too sophisticated for SMBs. Salesforce’s SMB expansion plans will, therefore, meet with some resistance.

 

Recommended advisory: PAC Leadership Session – The Journey Towards Agentic AI

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Dominique Raviart

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