Salesforce and Google’s partnership could be a boon to marketers

Google and Salesforce executives announce a new strategic partnership.

A new strategic partnership between Google’s analytic and cloud tools and Salesforce’s CRM capabilities promises to give marketers additional insight into their customers while increasing productivity, according to a release announcing the deeper relationship between the two companies.

The partnership was officially announced by Google SVPs Diane Green and Sridhar Ramaswamy and Salesforce CEO Marc Benioff at Dreamforce 2017 on Monday.

Both companies say that the move will help marketers “work smarter” by surfacing valuable CRM insights gleaned through Salesforce’s Lightning and Quip with integration with G Suite, Google’s collection of collaborative apps. G Suite includes Gmail, Hangouts and Drive. The alliance extends to the cloud, with integration between Salesforce’s Sales Cloud, Marketing Cloud and Google Analytics 360 to help companies learn about their customer in real time.

The agreement also includes a promise between the two companies to find new ways to collaborate moving forward.

“Our partnership with Google represents the best of both worlds for our customers,” Benioff said in the announcement. “There has never been an easier way for companies to run their entire business in the cloud — from productivity apps, email and analytics, to sales, service and marketing apps, this partnership will help make our customers smarter and more productive.”

To promote the collaboration, Google is allowing eligible Salesforce customers that are new to Google’s productivity and collaboration services to use G Suite at no charge for up to one year.