Content: the chink in the ‘Salesforce Commerce Cloud’ armor

Last week brought news of several acquisitions surrounding companies that are positioning themselves as customer engagement platforms, most notably the Salesforce acquisition of Demandware. As the race to win the customer heats up many are offering opinions of what it means for the industry as a whole, for the key players in this space, and of course for the customer. The acquisition of Demandware is a very smart move by Salesforce that gets them one step closer to offering an all-in-one integrated customer engagement suite. What’s missing from the discussion is content.

Content is the fuel that powers the customer engagement engine. Engaging customers with the right content is how you deliver digital experiences that drive new business. Without content technology doesn’t matter, and as several have noted, it’s the one missing piece in the Salesforce strategy. Or is it? At first glance, the Salesforce Customer Success Platform lacks a CMS which is essential to meeting customer experience demands. It’s true that Salesforce does not offer a CMS as a part of its customer platform which is a clear chink in their armor. But dig a little deeper and you’ll see another story emerge, and that’s where e-Spirit comes into play.

e-Spirit is the only enterprise CMS vendor with a certified integration with Demandware. That means that future ‘Salesforce Commerce Cloud’ customers will have a fully interoperable, best-of-breed CMS available to purchase and implement once the acquisition is complete—no waiting. Customers intent on building a customer engagement platform today don’t need to put their plans on hold to see how the acquisition plays out. There is a clear way forward, and it’s already tested and proven with some of the world’s largest brands such as L’Oréal Luxe.

What does this mean for other Demandware CMS partners? First off, no other enterprise CMS vendor has been able to develop a certified integration with Demandware to date. More importantly, the Salesforce acquisition now creates a clear conflict of interest for nearly all of them once complete. Ektron is part of the Episerver Digital Experience Cloud—a Salesforce competitor. Experience Manager is part of the Adobe Marketing Cloud—a Salesforce competitor. FatWire is part of the Oracle Marketing Cloud—a Salesforce competitor. Sitecore and SDL are trying to become Salesforce competitors, and so on. You get the picture.

But there’s a deeper reason why e-Spirit’s FirstSpirit CMS is the best fit for the Salesforce Customer Success Platform—and that’s our decoupled architecture and CaaS capabilities. The fact is that FirstSpirit plays nicely with all parts of the Salesforce Cloud offerings making it much easier, more convenient, and far more cost effective for enterprises to use compared to all of the other CMS’ out there. And we challenge any competitor to prove us wrong.

If Salesforce wants to play in the commerce space, they need an enterprise-class CMS like FirstSpirit to help them more closely align technology with evolving customer expectations, and to transform customer experiences at every touchpoint regardless of channel or device being used. That’s the value we bring to the table, and it’s available to Demandware customers now. There’s no need to put plans on the back burner or rush to make a platform decision today—the integration between Demandware and FirstSpirit eliminates the risk associated with building a digital experience stack now. It won’t be affected when the acquisition is finalized. But if you do start now, you’ll already be finished while your competitors scramble to catch up once the acquisition is complete. And that’s a true competitive advantage which is harder and harder to come by these days.

For those companies that are pressed for time, we have a fast-to-implement and cost-effective starter solution that will help you purchase, implement, test, and be fully up and running with Demandware and FirstSpirit long before the acquisition is complete—so there’s no need to change or compromise your existing digital marketing strategy. You can have it your way.