by Laurie Sullivan @lauriesullivan, November 7, 2017

Google and Salesforce have entered into a partnership to integrate their respective technologies. The deal will allow the companies to share data between Google and Salesforce platforms, gaining insights into consumer behavior across search, email, websites and more.

As part of the deal, businesses will have the ability to integrate Salesforce CRM data with Google search, Google apps, and website data. Salesforce services will be integrated with Calendar, Docs, Gmail, Drive and other G Suite productivity applications.

“As one example, a business can create a group in Google Analytics of qualified leads from Sales Cloud, which can then tie into AdWords or DoubleClick to reach similar audiences,” wrote Colin Sebastian, senior research analyst at Baird Equity Research, in a research note published late Monday.

New integrations will connect Salesforce’s CRM platform with Google’s G Suite, giving businesses the ability to transfer data between the company’s respective platforms such as Salesforce Lightning and Quip with Gmail, Hangouts Meet, Google Calendar, Drive, Docs and sheets.

“We are also thrilled to have Salesforce announce that their core services will run on our Cloud, and that Salesforce’s Sales and Marketing Clouds will be powering better insights with Google Analytics 360,” stated Diane Greene, CEO, Google Cloud.

As part of the agreement, Salesforce has named Google Cloud as a preferred public cloud provider to support the company’s growing global customer base. Salesforce plans to use Google Cloud Platform for its core services as part of the company’s international infrastructure expansion.

For the first time, companies will have the ability to integrate Salesforce with Google Analytics, connecting sales, marketing and advertising data across Salesforce Sales Cloud, Salesforce Marketing Cloud and Google Analytics 360.

The partnership will allow brands to integrate sales, marketing and advertising data. The idea is to share the data between Salesforce’s and Google’s platforms, allowing marketers to gain insights into consumers through sales, by opening emails, visiting websites, clicking on an ad, or through Google searches.

Eligible Salesforce customers new to Google’s productivity and collaboration services will have the ability to use G Suite at no charge for up to one year.

Several integrations between G Suite and Salesforce are available now, but the Salesforce Quip Live Apps integration with Google Drive is expected to become available in the first half of 2018 with any Quip Enterprise License. The integration between Salesforce and Google Analytics 360 is expected to begin to arrive in the first half of 2018 and will be offered at no additional cost.

MediaPost.com: Search Marketing Daily

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