7 Data-Driven Facts About Salesforce Users to Prep for Dreamforce ‘15 (with Infographic)


Over 130,000 people visited Dreamforce ‘14, consuming 5,000 gallons of coffee, and visiting more than 1,400 sessions, making it one of the world’s largest conferences. Dreamforce ‘15, headlined by the Foo Fighters starting September 14, 2015, may even surpass the impact of last year’s conference.

But who are all these people? Mintigo took a data driven approach to examine the profile of the average Salesforce.com user, using our award-winning sales and marketing intelligence technology. We examined the digital footprint left by companies that use Salesforce.com, analyzing thousands of data points that we call “marketing indicators” and aggregating them to discover the profile of the typical Salesforce.com user. Here’s what we’ve found:

1. Salesforce.com users are not as big as you might think – 74% of companies that use Salesforce.com have annual revenue between $1M and $50M.

Twenty-eight percent of Salesforce.com users are companies with between $1-5 million in revenues, while 23% of users are companies with annual revenues of $5-10 million. Smaller companies with revenues of up to $1 million, which account for the majority of US companies, comprise only 4% of users. America’s largest enterprises, those with over $1 billion in revenue, represent only 6% of users.

2. Tech using tech to sell to tech – 63% of Salesforce.com users are either in software, business services, or manufacturing.

Salesforce.com users are still highly weighted towards technology. The software industry accounts for 32.8% of Salesforce.com users, followed by business services at 17.3% with manufacturing at 13.0% hard on its heels. Salesforce.com has less of a presence in industries such as education, real estate, energy and utilities, construction, and healthcare…which account for 2.5% of users each.

3. A tale of two systems – 28% of Salesforce.com users also use a marketing automation platform.

The numbers tell us that marketing automation platforms are becoming a necessary add-on to the CRM. Twenty-eight percent of Salesforce.com users also employ a marketing automation platform as compared to just 1.3% of companies that do not use Salesforce.com.

4. Wait, what… not Oracle? – Marketo is the most popular Marketing Automation Platform amongst Salesforce.com users.

Marketo is the undisputed leader among Salesforce.com users, covering 37% of the market for people who use both marketing automation and Salesforce.com. Pardot and HubSpot share second place with 19% market share each. HubSpot is the most popular marketing automation platform for people who do not use Salesforce.com, with 59% of the market for non-Salesforce.com users.

5. Show me the money – There are 4X more sales and marketing employees in the org chart of Salesforce.com companies.

Eighty-seven percent of companies using Salesforce.com have sales reps as compared to only 24% of other US companies. Salesforce.com users also tend to hire more marketing, operations, IT, and business development personnel.

6. Oh, here’s the Oracle connection – 38% of Salesforce.com users also use VMWare and Oracle.

Oracle and VMWare are the most popular tools among companies that use Salesforce.com with 38% adoption. Google Apps, SAP, SharePoint, and WebEx have over 20% adoption. Zendesk tends to be less popular with Salesforce.com users with only 3% adoption.

7. Hiring indicators yield clues to growth – Over 40% of Salesforce.com companies are looking for Business Analysts, Agile Developers, and Engineers.

Over 40% of Salesforce.com companies hired business analysts, agile developers, or business applications experts in the past year. Other job classification acquisitions include engineers, human resources, and manufacturing.


Mintigo’s predictive marketing machine analyzed millions of data points to discern the unique profiles of the cloud-based CRM. How do you compare to the average Salesforce.com user? Here is the full infographic:

The DNA of Salesforce.com Users [Infographic]

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And there is more…

This is the data-driven profile of the average Salesforce.com user. Nevertheless, data is only the first step of a predictive marketing model. Using this powerful information, Mintigo can run predictive algorithms that reveal what is the likelihood of companies to join Salesforce.com and which Salesforce.com customers are ripe for upsell or cross-sell. The possibilities of predictive marketing are endless and the data shown here serves as a solid foundation.

If you’ll be at Dreamforce ’15 this year, we’d love to invite you to our private suite at the St. Regis Hotel to meet you and discuss how Mintigo can discover your CustomerDNATM to transform your sales and marketing with predictive marketing. Just contact us here and we’ll set up a time to meet with you.


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John Bara


John Bara is the CMO & President of Mintigo, a leading enterprise predictive marketing platform. He specializes in fast growth marketing with 25 years as an executive in Silicon Valley. Prior to Mintigo, John held CMO and SVP of Marketing roles at companies including XenSource (acquired by Citrix for $500M), Interwoven, Thismoment, and Genesys Telecommunications Labs (IPO, acquired by Alcatel for $2B). John also held a variety of marketing and finance management positions in the microprocessor business unit at Intel Corporation. John holds an MBA degree from Harvard Business School, and a BA from Oberlin College.