Salesforce and AWS: Pretty Best Cloud Friends

Salesforce and AWS: Pretty Best Cloud Friends


AWS and Salesforce want to integrate their cloud offerings more closely. Users should be able to use AWS services natively in Salesforce and vice versa. […]

It is intended to make it easier for user companies to combine and use cloud services from Amazon Web Services (AWS) and Salesforce. Salesforce promises to accelerate the development and deployment of new business applications in an AWS environment.

Both providers have been close partners since 2016. Salesforce relies on AWS as its primary public cloud provider and AWS uses Salesforce as its CRM platform, it said. Together, they have already launched numerous products that combined the services of both providers via telephone, digital channels, and customer relationship management (CRM) data. These included “Service Cloud Voice”, “Private Connect”, “Government Cloud Plus” and “Intelligent Document Automation”.

The newly announced expanded partnership is primarily about closer integration of both cloud worlds. In the future, data and workflows from Salesforce should be natively integrated into solutions that run on AWS. Conversely, the integration of AWS data and workflows in Salesforce applications will also be simplified, according to a statement. Salesforce also plans to directly embed AWS services for voice, video, artificial intelligence (AI), and machine learning (ML) into new sales, service, and vertical industry applications. Users could purchase pre-configured and ready-to-use solutions with AWS components directly from Salesforce and book and use the partner’s integrated services on a consumption-based pay-as-you-go basis.

It remains to be seen what impact the cooperation with AWS will have on Salesforce’s portfolio strategy. In the field of AI and ML services, both companies have so far faced each other as competitors. Salesforce has been developing its own AI services under the “Einstein” label for years. In addition, the cloud pioneer also announced an AI partnership with IBM in 2017 and reaffirmed it the following year. The deal aims to integrate the different AI platforms of both companies, it was said at the time. This allows users to link and evaluate customer data from the Salesforce platform with other external parties.

Nevertheless, Marc Benioff, Chairman, and CEO of Salesforce hailed the deep collaboration as a milestone for the technology industry: “With a more integrated Salesforce and AWS platform, our customers around the world can create a ‘single source of truth’ across sales, service, marketing, and commerce. Andy Jassy, CEO of AWS, added: “Now we are taking our partnership to the next level by harmonizing our platforms.”Developers using both AWS and Salesforce could create unified applications faster and easier.

AWS and Salesforce also want to offer developers low-code tools to help their program applications. This allowed data to be connected in real-time between Salesforce applications and AWS services, it said. Salesforce refers to point-and-click development tools that work directly with data from AWS services such as the Amazon RDS database or S3 storage-as if the data were natively embedded in Salesforce.

In addition, identity and access management will be simplified in order to bring both product worlds together. Logging into AWS through Salesforce Setup or into Salesforce through the AWS Management Console is enough to simplify service authorization, user identity, permissions, and data management and governance between Salesforce and AWS, they said.

Already five years ago, Salesforce executives had declared AWS the preferred cloud platform for their own applications. However, the whole thing did not remain exclusive. In addition to IBM, Google has also been added as a strategic partner over the years. In addition, Salesforce had only announced the “Hyperforce” platform architecture in December 2020, which is intended to ensure that all products in its own Customer 360 series can be used in all relevant public clouds.

* Martin Bayer: Spezialgebiet Business-Software: Business Intelligence, Big Data, CRM, ECM und ERP; Betreuung von News und Titel-Strecken in der Print-Ausgabe der COMPUTERWOCHE.

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