As we have moved to virtual vendor briefings and events, I have increasingly been excerpting short segments (with permission from vendors), as part of my Analyst Cam series. You are about to see a wave of industry specific episodes.
I have been called "Vinnie Vertical" because I am always haranguing vendors to develop industry-specific operational functionality - shop floor related in manufacturing, field service management for asset intensive industries, core banking functionality, claims processing in insurance, retail merchandising, student administration in higher ed etc. etc. Not for the fun of it - legacy vertical apps are old in the tooth. Most are on-premise and caused enterprises lots of heart burn as they moved to WFH formats, as they looked to quickly scale up or down.
Unfortunately, few vendors have developed deep industry functionality in the cloud. Those that have made investments often do a poor job showcasing their industry strengths or expect their SI partners to speak for their credentials
The pandemic has opened up even more vertical opportunities as enterprises have scampered to new markets, new business models including
- Telemedicine in healthcare
- PPP loan processing capabilities and mobile apps in banking
- Distance learning in higher education
- Drive-thru processing in food service and retail
- eCommerce and robotic warehousing in retail
- Last mile delivery in groceries, restaurants even car buying
- Remote home buying and digital mortgages in real estate
Given all that, I was pleased that Salesforce showcased 12 "industry cloud" tracks this month, and invited me to basically "walk around". Each track had 8 to 10 customer, partner and product 30 minute episodes. I watched 2-3 sessions in each, and selected 10 sessions to profile in my Analyst Cam. I made my selections prioritizing contemporary, pandemic-influenced functionality. I looked for global diversity. I was attracted to unique partners.
Salesforce has sent me video files totaling over 2.2 gigabytes (yes!). I am in the process of narrowing them even more - excerpting about 10 to 20% from each session. I will run them over the next week.
So, fair warning - it's my "small" sample from the Salesforce portfolio.
Salesforce is obviously focused more on the revenue side of the house. I would have liked to also see vertical operational functionality, especially developed by its partners. After watching the Apple iPhone 12 launch last week (I wrote about the gorgeous production nuances here), I would have liked to have seen fewer interviews, and more customer location settings, especially outdoors.
But I nitpick. I was actually blown away by the breadth of what Salesforce showcased. The Vlocity acquisition has accented their focus. I have been impressed with their executives who are leading the industries coverage especially David Schmaier, Neeracha Taychakhoonavudh and Jujhar Singh.
Salesforce is well on its next wave of evolution. The competition will have to get serious about at least a couple of industries each going forward.
On a personal note, I hope this also sends a message to vendors that I will invest plenty of time and energy if you make an effort to showcase your industry operational capabilities. Vinnie Vertical is ready to listen when you are!
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