Salesforce.com aquires Radian6

Salesforce.com shakes the SaaS world again with this morning’s announcement that they have acquired social monitoring company Radian6 for $326 Million. This is the first example of a CRM company making a definitive move into the Social Monitoring space.

Radian6 works with clients like Dell, GE, Kodak and UPS to help monitor, analyze and engage in ‘hundreds of millions’ of social media conversations. Salesforce argues that the acquisition of the company will enable it to enhance all of its products, including Sales Cloud, Service Cloud, Chatter and Force.com. [tweetmeme source= “insideview” only_single=false]

This is a proof point to the changing business environment we live in and why Social Selling is going to be the next evolution of a sales environment. I think that we are still a little ways off from a sales team being able to leverage a social monitoring tool like Radian6 but it will happen and leveraging social media and having a sales intelligence tool combined would make most sales teams light years ahead of their competition.

With Radian6, salesforce.com is gaining the technology and market leader in social media monitoring. We see this as a huge opportunity. Not only will this acquisition accelerate our growth, it will extend the value of all of our offerings. – Marc Benioff

It’s encouraging to see a major CRM vendor like Salesforce investing in this. The immediate impact will be seen in support and marketing departments but getting sales people configured to use an application like this and building a social selling methodology around it could be a long while out. If you are interested in knowing about how to leverage social media for sales, sign up for the Social Selling University and get a free license of InsideView for Sales.

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