Why Salesforce is shifting Advertising and marketing Cloud to Microsoft Azure

When Salesforce introduced this week that it was shifting Advertising and marketing Cloud to Microsoft Azure, it was simple to see this as one other case of wacky enterprise partnerships. However there needed to be sound enterprise the explanation why the partnership got here collectively, quite than going with AWS or Google Cloud Platform, each of that are additionally Salesforce companions in different contexts.

For those who ask Salesforce, it says it was in the end due to compatibility with Microsoft SQL.

“Salesforce selected Azure as a result of it’s a trusted platform with a world footprint, multi-layered safety strategy, strong catastrophe restoration technique with auto failover, automated updates and extra,” a Salesforce spokesperson advised TechCrunch. “Advertising and marketing Cloud additionally has an extended standing relationship with Microsoft SQL which makes the transition to SQL on Azure a pure determination.”

Apart from the SQL half, Microsoft’s chief rivals at AWS and Google Cloud Platform additionally present these advantages. The truth is, every of these causes cited by the spokesperson — aside from SQL — are all a part of the overall cloud infrastructure worth proposition that every one the foremost cloud distributors present.

There’s most likely extra to it than merely compatibility. There may be additionally a long-standing rivalry between the 2 firms, and why regardless of their competitors, they proceed to make offers like this within the spirit of co-opetition. We spoke to some trade specialists to get their tackle the deal to seek out out why these two seeming rivals determined to come back collectively.

Retailer’s dilemma

Tony Byrne, founder and principal analyst at Actual Story Group, thinks it might be associated to the actual fact it’s a advertising and marketing device and a few prospects could also be cautious about internet hosting their companies on AWS whereas competing with Amazon on the retail facet. It is a frequent argument for why retail prospects particularly usually tend to go together with Microsoft or Google over AWS.

“Salesforce Advertising and marketing Cloud tends to focus on B2C enterprises, so the selection of Azure is sensible in a single context the place some B2C corporations are cautious of Amazon for aggressive causes. However I’d additionally think about there’s extra to the choice than that,” Byrne mentioned.

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