Salesforce, Sitecore and Google are better together

Every company has several points of contact and interaction with their clients, both digital and physical. Different touchpoints usually mean different technologies and a diversity of data sets. One of the biggest challenges that companies are facing today, is connecting experiences and technologies with each other. If your company is able to connect these touchpoints, it can support an omnichannel strategy and limit data silos. Recent partnerships between Salesforce & Sitecore on one hand and Salesforce & Google Marketing Platform on the other hand emphasize the importance of connecting solutions and integrating data.


About Salesforce

The last couple of years, Salesforce has scaled up immensely. We have taken notice of this growth and the prominent role that Salesforce products have acquired within solution architectures. Unsurprisingly, Salesforce has been able to present some impressive numbers:

  • Salesforce has a yearly revenue of $ 10 billion;
  • They have the ambition to reach $ 20 billion in 5 years’ time;
  • More than 170.000 people attended the “Dreamforce” conference in San Francisco;
  • The acquisition of Mulesoft for about $ 6,5 billion;
  • Partnerships with Amazon, Google, Microsoft, Apple, Sitecore and many other software vendors.

Salesforce Tower (right), San Francisco

Salesforce Sales Cloud (SFSC) is an established authority and the leading CRM technology around the globe. Furthermore, the last few years, Salesforce has broadened their horizons and gained market share in related markets with new solutions such as Marketing Cloud, Service Cloud and Commerce Cloud. Aside from developing new solutions and the acquisition of existing tech companies – such as Demandware – Salesforce has prioritized the integration of their platforms with other technologies. Many of these integrations were realized through partnerships and others through an open API-driven architecture. 

The acquisition of Mulesoft for a staggering 6.5 billion dollar is proof that Salesforce is doubling down on integration. In layman’s terms, Mulesoft is a solution that simplifies the integration of software. However, in this article I would like to narrow the focus on the integrations between:

  • Sitecore and Salesforce
  • Google Marketing Platform and Salesforce


Sitecore & Salesforce teaming up

In November 2017, Salesforce and Sitecore announced teaming up. The mindset behind the collaboration was driven by the synergy that enables digital marketers to build integrated personalized marketing campaigns — from web content to email, to mobile messaging and digital advertising. During the Sitecore Symposium in Orlando in October 2018, we witnessed first-hand how this partnership will evolve in the future and what use cases are out there today.

Sitecore & Salesforce Sales Cloud

Over the last couple of years, we have built and seen plenty of connections between CRM and CMS solutions. However, what is rather new and interesting, is that these integrations will be easier to setup and eventually evolve in out-of-the-box features. Here are a few use cases to get you inspired:

  • Synchronize Sitecore web form data with Salesforce;
  • Make xDB data accessible and available in the Salesforce user interface;
  • Create personalization scenarios in Sitecore based on Salesforce data;
  • Create segments in Sitecore that combine data from Salesforce & Sitecore.

Sitecore & Salesforce Marketing Cloud

Salesforce Marketing Cloud (SFMC) helps you to understand consumers, personalize their experience and engage with them across different channels. The first out-of-the-box integration between Sitecore and SFMC is to make the media library of Sitecore available in the content builder of SFMC. In other words, it will be possible to use the same images of your Sitecore CMS in your emails. This is just a first step. There are even bolder plans for the future. On Sitecore Symposium they lift the veil on a deeper integration of both ecosystems that will enable the insertion of Sitecore content and data into Salesforce emails.

Salesforce and Google Marketing Platform: same, but different

It is remarkable that Google and Salesforce only occasionally poach on each other’s territory. In general, Salesforce is focusing on CRM & cloud solutions, while Google, in essence, is in the advertising business. Despite the magnitude of both companies, they stay very complementary. This aspect is also noticeable in how they integrate.

Google Analytics 360 and Salesforce Sales Cloud

  • Extend your online analytics data with offline events to have a complete view of your sales funnel;
  • Google Analytics (GA) audiences based on the prospects and customers in the Salesforce sales funnel and use them to find similar users via Google Ads and Display & Video 360;
  • Improve return on ad spend (ROAS) with a 360° view of the customer attribution model.

Google Analytics 360 and Salesforce Marketing Cloud

  • Export GA audiences for reusage in direct marketing channels such as email and SMS (e.g. send an email based on a user’s web behavior);
  • Import marketing event data to expand existing GA data with offline data;
  • Make Google Analytics’ campaign data visible in the SFMC user interface.


At The Reference, we believe that the connection of various technologies is a key challenge for the coming years. Therefore, we share the same vision of our main technology partners. As a Sitecore Platinum Partner, a Google Marketing Platform Certified Agency and Emakina as a Salesforce partner, The Reference can only encourage the symbiosis between these tech companies. In this context, we are continuously broadening our knowledge and are looking forward to expend our experience in that matter.


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