Cloud computing giant Salesforce recently partnered with Google Analytics so clients can better integrate sales and marketing data. Jon Suarez-Davis, Chief Strategy Officer at Salesforce Marketing Cloud, says the partnership will strengthen the company’s value proposition with clients.

“The consumer demands a relevant brand experience,” he said. “You need to do that beyond just marketing. You need to be able to engage with them in service and in social.”

Suarez-Davis says that the company’s marketing, services, commerce, and sales integration is what differentiates the services from its competitors.

Cloud computing has become a major area of focus among tech companies from Amazon to Microsoft to Google. The industry is growing rapidly. Software company Gartner projects the worldwide public cloud service market revenue will grow 18.5 percent this year to $260.2 billion, up from $219.6 billion in 2016.

Salesforce itself, which counts among its clients Adidas, 21st Century Fox, and, has grown revenues to an annualized rate of $10 billion.

The company’s tie-up with Google is one of the many instances of cloud companies trying to expand their technologies. Adobe recently named venture capitalist Scott Belsky, a member of Cheddar’s board of directors, as its new Chief Product Officer of its Creative Cloud unit. The executive says that his goal is to implement new technology, such as augmented reality, to its product offerings.

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