A number of marketing cloud platform names are changing as announced at Salesforce World Tour, Sydney and one of Salesforce’s marketing automation tools - Pardot, is being renamed to Marketing Cloud Account Engagement. 

This initiative is part of Salesforce’s wider initiative “MC Easy” which has branched off from the company wide “Salesforce easy” innovation goal. The idea behind this initiative is to make marketing cloud’s expansive product suite consistent and immediately understandable in order to align everyone’s understanding including partners, internal teams and customers. 

There are several reasons driving this change forward:

1. Consistency is the key first step towards “MC Easy” and Salesforce acknowledged that the vocabulary they had been using was inconsistent in many ways. The whole scope of marketing cloud is difficult for anyone to initially understand as the vocabulary they had been using (“studios”/ “builders”) had been inconsistent. This inconsistency was a result of marketing cloud being created as a result of multiple acquisitions spanning over a decade and products/features retaining their original names. When considering how expansive the salesforce marketing cloud had become, it became vital to name products in a way that was easy for laymen to understand. 
2. The aim was also to promote how one talks about products across different Salesforce clouds that are used by different teams in many organisations. Cross cloud collaboration is receiving attention as Salesforce marketing cloud technologies are becoming more close knit with the core Salesforce platform. This communication is not just about how Salesforce specialists talk to one another but also about how marketing cloud products sound to the customers - whether they are conversational and if each products’ name is associated with what it seeks to deliver. 
3. Another reason cited as a reason behind the change in name, although not a critical reason as per Salesforce, is a desire to align better with analyst’s reports such as Gartner’s magic quadrants. Over the past years, Salesforce has managed to hold “market leader” status in almost every field they engage in and through “easy” they continue to build in this direction. 

Source : thespotforpardot.com

What is important to note is that with marketing cloud technologies becoming tighter with the overall salesforce cloud platform, it is worthwhile to expect greater  “cross cloud” collaboration. Since its inception, salesforce has been getting stronger in the way it is adapting constantly to the modern work environment and becoming more and more user-friendly. Customers are always demanding quick and hassle-free service and salesforce’s approach with digitised solutions provides an adaptable, flexible and simplified framework for complex business problems. It is important now more than ever to stay on top of the trends in the salesforce domain.

Savant is informed by market research and has a specialised salesforce team with extensive experience and expertise in salesforce talent solutions. If you are on the path of digital transformation and are migrating to salesforce as your main CRM platform, Savant can support you with the best talent in the industry that can be technically vetted through our salesforce partnerships with experts and market leading onboarding advice and consultation. To know more about how we can assist you, please reach out to us at - technology@savantrecruitment.com