Salesforce Genie vs Salesforce CDP

CDP which was previously known as Customer Audience 360, is a centralized and integrated data source to better understand your customers by creating an authoritative, first-party record of all customer interactions with your products and tools.

At Genie, Salesforce is careful to distinguish new features that go beyond this narrow definition. Genie represents a structural shift in how customer data is handled within Salesforce. 

As we all know, the Salesforce platform was built largely through acquisitions, so customer data is segregated across different applications. Genie now represents (at least) an active common layer that supports core applications (CRM, Marketing, Service) and makes consistent customer data available to everyone (Salesforce says it will ).

This is becoming increasingly important given that the CDP space itself has become increasingly fragmented, and is now consisting of independent enterprise CDPs, CDPs focused on non-CDP which means it has the data held outside of the CDP data such as delivering digital experiences along with the CDPs that are packaged with E-commerce CMS. 

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