Google/ Announcement Is A Yawner

from the next dept

For the past couple of weeks, there's been a lot of discussion about a possible alliance between and Google, as many speculated about ways the two companies could team up to take on Microsoft. From the get go, it was assumed that the companies might find offer a way to integrate's CRM offering with Google's nascent software business to create a more complete on-demand service. Today, the two companies made a formal announcement and (surprise) it's not nearly so exciting. The crux of it is that customers will now have a greater ability to manage AdWords campaigns. This isn't even a new thing, but rather an enhancement of a pre-existing offering. Despite the the lack of earth-shattering news here some are still insisting that the deal is aimed squarely at Microsoft, which really doesn't make much sense given the actual news. The whole thing feels a lot like the big Sun/Google non-announcement from 2005, when everyone expected the companies to announce some major Microsoft Office-killer. When the actual announcement was something minor having to do with the Google toolbar, pundits still scrambled to discern deeper significance, even though there really wasn't any. If you're wondering why Google and didn't unveil a more meaningful integration of their offerings, Joshua Greenbaum has a nice analysis (which he penned before the announcement), in which he points out that Google's apps aren't capable of serving in this manner due to technical limitations. The fact that they can't easily be integrated with other services is a downside to being "lightweight" and one of the real reasons that they're not (yet) a substitute for Microsoft Office. Expect this to be a major Microsoft talking point as it continues to justify its own refusal to get on the web office bandwagon.

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  1. identicon
    Jon Miller, 5 Jun 2007 @ 2:47pm


    I agree, this is a yawner. Although it reconfirms the importance of mashing up Salesforce and Google into a seamless integrated process, the product falls short of addressing the real pain points that marketers feel when trying to use AdWords to drive new business leads. 1) Landing pages are critical for driving conversions and improving ranking, but 3 out of 4 companies still send clicks to the home page. Google doesn't care because they still get paid for each click, but the marketer ends up with fewer leads. It’s just too hard to get the right IT support to have enough targeted pages, and the Google-Salesforce alliance provides no solution to this problem. 2) Bidding well is hard for most marketers, and Google-Salesforce provides no help for bid optimization. Again, this suits Google just fine since it's in their interest to have companies over-bid, but it leaves the marketer with suboptimal results. 3) A click is just the beginning of a business sales cycle. Only 25% of the people that click on an ad and fill out a form are ready to speak with a sales rep. Companies need to put in place a relevant and patient nurturing process that guides the prospect from the research stage to being truly "sales ready". Once again, the Google-Salesforce alliance doesn't address this gap in the marketer's business process. You can read more at

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