Salesforce’s $5.7 billion Braze deal puts marketers at an ecosystem crossroads
Digiday ·
The deal promises faster, more connected marketing, while raising questions about vendor lock-in and how brands stand out as AI automates campaign execution.
Salesforce’s planned acquisition of Braze was the week’s defining martech deal: the companies announced a definitive agreement on October 20 valuing Braze at approximately $5.66 billion.
Pending regulatory and shareholder approval – both are publicly listed companies – the deal has been interpreted as a successful exit for the company, and a strategically sound M&A move for Salesforce, even if some financial institutions did question the valuation .
In the interim, Salesforce says Braze’s real-time customer engagement and AI decisioning would complement Marketing Cloud, Data 360, Customer 360 and Agentforce. This would amount to a more connected system: customer data informs marketing decisions, and engagement results feed back into the wider business, reducing the complications of market fragmentation.
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