A Look at Salesforce’s 30 Most Significant Acquisitions

Publish date:

• 4th November, 2025

Salesforce stands out among CRM companies for its high-stakes acquisitions. It has made over 60 acquisitions and generates $34 billion in annual revenue. Salesforce is not just expanding its offerings; it aims to change the CRM landscape entirely. They want to gather every type of technology to enhance their products, and they are doing this with great skill.

Salesforce's strategy for acquiring companies focuses on identifying products and services that complement each other well. For example, they purchased Slack for $27.7 billion and closed the deal for Tableau for $15.7 billion. Each purchase is carefully planned to fill gaps in their offerings and improve the customer experience.

Salesforce is seeing great results from its strategy. The company's cloud revenue rose by 35%. It indicates that their acquisitions are not merely about increasing market share; they prioritize providing genuine value to customers. 

Let’s look at Salesforce’s 15 most important acquisitions. These moves are helping Salesforce grow in enterprise technology and are setting new standards for how businesses can engage with their customers.

List of the Largest Salesforce Acquisitions

Slack

• Acquisition date: Dec 1, 2020

• Price: $27.7B

A critical component of Salesforce's acquisitions is Slack. This merger, known as Slack-First Customer 360, aims to enhance productivity and foster connections within a digital workspace.  Users can access tools that facilitate video and message communication with team members, clients, and partners, thanks to the partnership between Slack and Salesforce.

In your digital headquarters, you have access to various cloud tools and insights from other Salesforce mergers and acquisitions, including Salesforce's acquisition of Slack.

• Slack-First Sales: Close deals faster by bringing your sales team into digital deal rooms, share daily briefs instantly, and manage pipeline conversations without leaving Slack.

• Slack-First Service: Handle service issues with swarming, quickly connect with the right experts, and keep every service case visible to the people who need it most—right inside your chat environment.

• Slack-First Marketing: Stay up to date with Datorama Insights and receive instant workflow notifications for campaigns, ensuring everyone’s efforts are visible and measurable in real-time.

• Slack-First Analytics: Never miss a crucial update thanks to notifications and watchlist digests, plus quick access to AI-powered analytics like Tableau Next, all embedded where your team works.

With Salesforce and Slack working hand-in-hand, your business gains a truly unified space for conversations, data, and actionable insights—so your team can collaborate, make decisions, and support customers from anywhere—seamlessly.

Tableau

• Acquisition date: Jun 10, 2019

• Price: $15.7

Tableau's acquisition by Salesforce enables businesses to build a robust data foundation. By combining the world's top CRM with the leading analytics platform, companies can access real-time customer data and transform disorganized information into actionable insights.

Salesforce's acquisition of Tableau provides AI-powered analytics for sales, marketing, and customer service within its CRM, alongside Salesforce Einstein. This acquisition enhances Salesforce Customer 360.

• Scale data;

• Forecast trends;

• Compute direct and in-memory data;

• Access web and mobile data analytics;

• Generate out-of-the-box analytic reports.

The combination of Salesforce and Tableau helps companies guide their sales teams effectively.

MuleSoft

• Acquisition date: Mar 20, 2018

• Price: $6.5B

MuleSoft is part of Salesforce's Integration Cloud, having been acquired by Salesforce in 2018.

1. Customer service: Salesforce's acquisition of Mulesoft helps track customer experiences for future improvements.

2. Data analytics: When retrieving data in real time, Salesforce scans the data, while MuleSoft handles the transformation. It includes mapping fields and converting data to the right formats. This process prevents issues and ensures data consistency.

3. Seamless integration: In MuleSoft, Salesforce integration connects all existing data, which Salesforce then uses to operate.

Salesforce has released MuleSoft Composer, a tool that allows users to automate data integration without writing code. You can connect your data easily by clicking, without needing to code.

Demandware

• Acquisition date: Jun 1, 2016

• Price: $2.8B

In 2016, Salesforce acquired Demandware to strengthen its position in the business-to-consumer (B2C) market. Demandware was a leader in digital commerce, which helped Salesforce focus on retail B2C activities. This move made Salesforce more competitive against platforms like Shopify and Amazon.

Salesforce focuses on creating personalized solutions. Their investment in e-commerce shows they are preparing for future trends.

Demandware's acquisition by Salesforce provides cloud-based e-commerce services. It means users can attract new clients through direct access to marketing and analytics tools in the CRM. As a result of this partnership, Salesforce created the Commerce Cloud. This platform enables retailers to build strong customer relationships, engage with customers online, and provide personalized experiences.

ExactTarget

• Acquisition date: Jun 4, 2013

• Price: $2.5B

In 2013, Salesforce acquired ExactTarget. ExactTarget provides a suite of marketing tools that enable effective campaign management.

This collaboration is the most integrated of all Salesforce mergers and acquisitions. Before 2013, ExactTarget bought Pardot, a B2B marketing automation tool. This move helped Salesforce enter the marketing field and grow Salesforce Marketing Cloud.

ExactTarget significantly improved what Salesforce can do in marketing.

ClickSoftware

• Acquisition date: Aug 7, 2019

• Price: $1.35B

Salesforce acquired ClickSoftware, a leader in field service management for over 20 years, in 2019. This merger led to the creation of Salesforce Field Service Lightning (FSL), which enables the delivery of excellent customer service. With ClickSoftware’s support, Salesforce FSL can also attract Independent Software Vendor (ISV) solutions.

Since acquiring the company, Salesforce has invested in advanced scheduling and location technology for contactless services, which have been especially useful during and after the COVID-19 pandemic. A new feature, called Visual Remote Assistant, allows agents and customers to troubleshoot issues through video calls.

Vlocity

• Acquisition date: Feb 26, 2020

• Price: $1.33B

Salesforce acquired Vlocity in 2019 to broaden its range of industry-specific solutions. Vlocity helped Salesforce enhance its offerings in areas such as communications, media, and utilities. As a result, Salesforce Industries was launched.

The benefits of Salesforce acquiring Vlocity:

• Enterprise product catalog (EPC)

• Order management

• Digital commerce

Krux

• Acquisition date: Oct 3, 2016

• Price: $800M

Krux is one of Salesforce's top 10 acquisitions. It focuses on marketing, advertising technology, management, and data analysis. With this buy, Salesforce improved its Data Management Platforms (DMPs). DMPs help optimize ads using customer data and interaction information.

Salesforce worked with partners to create a Marketing Cloud tool called Audience Studio. This tool facilitates efficient marketing and advertising campaigns.

Quip

• Acquisition date: Aug 1, 2016

• Price: $750M

In 2016, Salesforce acquired Quip to enhance document processing and collaboration within its platform. This upgrade allowed Salesforce users to not only store information but also share their CRM records.

Quip's acquisition by Salesforce provides a cloud-based management solution.

• Seamless collaboration in documents and spreadsheets within the platform

• Effective document storage

• Integration of CRM data into documents

Salesforce acquired Quip and launched Live Apps, which offer interactive features such as calendars, checklists, and videos. Since 2021, this merger has been referred to as ‘Salesforce Anywhere.’ It aims to enhance collaboration, facilitate real-time communication, and provide timely alerts.

Buddy Media

• Acquisition date: Jun 4, 2012

• Price: $649M

In 2012, Salesforce acquired Buddy Media for $689 million to enhance its social media management capabilities. Buddy Media is a platform designed for social media marketing that helps businesses build and maintain customer relationships.

The Buddy Media Salesforce acquisition offers a range of tools for creating, managing, and measuring marketing campaigns.

Datorama

• Acquisition date: July 16, 2018

• Price: $800M

In 2018, Salesforce acquired Datorama and added it to its ecosystem. It provided Salesforce with a cloud-based marketing intelligence platform that enables customers to quickly analyze marketing data. As a result, customers can get valuable insights. Datorama’s AI-powered platform also improved Salesforce's Marketing Cloud.

SalesforceIQ

• Acquisition date: July 11, 2014

• Price: $390M

SalesforceIQ is another cloud-based CRM platform that Salesforce acquired. This partnership streamlines customer relationship management, enhances the CRM industry, and facilitates the management of potential customers.

Heroku

• Acquisition date: Dec 8, 2010

• Price: $212M

One of Salesforce's longest mergers and acquisitions is with Heroku. This partnership, which started in 2010, helped Salesforce establish a strong position in the platform-as-a-service (PaaS) market.

Heroku helps users quickly deploy and manage applications. It also integrates with Salesforce, making it useful for a broader range of developers, including those who use Java and Ruby.

Radian6

• Acquisition date: May 2, 2011

• Price: $276M

In 2011, Salesforce acquired Radian6 to enhance its understanding and engagement with customers on social media. Radian6 helps Salesforce track social media conversations across different platforms. It enables better customer engagement and provides valuable insights into the social media landscape.

SendGrid

• Acquisition date: Feb 5, 2019

• Price: $2M

SendGrid is a cloud-based email delivery platform that Salesforce bought in 2019. This merger helps customers send and manage their email communications more easily. It significantly enhances Salesforce’s email delivery services, providing customers with a comprehensive set of tools to manage their emails effectively.

MapAnything

• Acquisition date: May 30, 2019

• Price: $225M

In 2019, Salesforce acquired MapAnything, which added geospatial features to its CRM, now known as Salesforce Maps.

This merger enhanced Salesforce's location-based tools and streamlined sales processes. The advantages of this partnership include:

• Enhanced Location Intelligence: Salesforce Maps enables users to visualize and manage sales territories using geographic data from Salesforce CRM. This tool supports better decision-making based on location and assists with planning territories.

• Improved Sales Efficiency: Sales representatives can view sales data, including revenue and activity metrics, displayed on a map within their designated territories. They can also create efficient sales routes to visit customers and prospects, which helps them work more productively.

• Seamless Integration with Salesforce CRM: Salesforce Maps works well with Salesforce CRM. It lets users access and update data from any device.

Acumen Solutions

• Acquisition date: Dec 01, 2020

• Price: $570M

Acumen Solutions is one of the consulting firms that Salesforce acquired in 2021. Other consulting partners include ATKA and Kerensen Consulting.

PredictionIO

• Acquisition date: Feb 19, 2016

• Price: undisclosed

PredictionIO is an open-source machine learning server. It was acquired by Salesforce in 2016. It is built using Apache Spark, HBase, and Spray.

Salesforce has improved its artificial intelligence and predictive analytics for its customers through an acquisition. They integrated PredictionIO's technology into their Einstein AI platform. This integration enables users to create and utilize predictive models for tasks such as lead scoring, churn prediction, and recommendation systems. This move helps Salesforce expand its reach and serve more customers. Acumen’s expertise in Salesforce, particularly in fields such as the public sector and manufacturing, supports customers in their digital transformation efforts.

Bonobo AI

• Acquisition date: May 15, 2019

• Price: $45M

In 2019, Salesforce acquired Bonobo AI, a company specializing in AI technology for sales and marketing. This platform analyzes sales conversations and offers insights to help improve sales performance.

Salesforce added Bonobo AI’s technology to its Sales Cloud. It enables sales teams to leverage AI insights, enhancing customer interactions and driving improved sales results.

Spiff

• Acquisition date: Feb 1, 2024

• Price: undisclosed

Salesforce recently acquired Spiff. Spiff makes software that helps manage incentive compensation.

Spiff's acquisition by Salesforce makes commission management easier by combining familiar spreadsheet features with strong automation. Users can link their sales data and calculate commissions in real-time. This acquisition enhances how Salesforce customers calculate commissions, improving their sales performance and streamlining their processes.

PredictSpring

• Acquisition date: Aug 2, 2024

• Price: undisclosed

Salesforce has agreed to buy PredictSpring, a company that provides cloud-based point-of-sale (PoS) software. This acquisition will help improve Salesforce’s Customer 360 features and strengthen its role in the retail sector.

PredictSpring’s point-of-sale (PoS) systems facilitate mobile transactions and streamline store operations, including client profiles and online orders. The startup has been a partner with Salesforce since 2019, working with Salesforce’s Commerce Cloud and Service Cloud. Salesforce believes that this acquisition will enhance how brands and retailers interact with their customers.

Tenyx

• Acquisition date: Sep 3, 2024

• Price: undisclosed

Salesforce has acquired Tenyx, a small AI startup specializing in voice agents. This purchase is part of Salesforce's strategy to enhance customer service through the use of AI.

Last year, Salesforce acquired Airkit.ai, a company that develops chatbots to assist customers. Both Tenyx and Airkit.ai will be important for Salesforce’s new Agentforce platform. This platform aims to make customer support faster and more efficient by using smarter, more human-like AI.

Own

• Acquisition date: Sep 5, 2024

• Price: $1.9B

Salesforce has acquired Own Company, a data management and protection provider based in New Jersey. It is Salesforce's biggest deal since it bought Slack in 2021. Own, previously known as OwnBackup, offers solutions for enterprise data backup and disaster recovery. These solutions help companies protect their data across Salesforce, AWS, and Microsoft apps.

Salesforce's acquisition enables it to provide better security and comprehensive data protection for its customers.

Zoomin

• Acquisition date: Sep 24, 2024

• Price: $450M

Salesforce plans to acquire Zoomin, a platform that helps organize product documentation, such as user guides, into a single, easy-to-use portal. This acquisition will improve Salesforce’s Data Cloud by enhancing its ability to handle unstructured data.

With Zoomin’s features, Salesforce will enhance its AI tools, such as Agentforce, to improve its ability to automate customer service tasks. The aim is to help businesses quickly find the information they need, thereby expediting responses and enhancing customer satisfaction.

Convergence

• Acquisition date: May 15, 2025

• Price: undisclosed

Salesforce has reached an agreement to buy Convergence.ai. This UK-based company develops AI systems that can perform complex tasks similar to those of humans in rapidly changing digital environments. Convergence’s technology enables AI agents to manage online tasks, respond to changes such as pop-ups and errors in real-time, and execute multi-step actions accurately.

Salesforce plans to acquire Convergence to enhance Agentforce, its leading AI agent platform. This deal will bring in Convergence’s skills in handling tasks independently and making quick decisions. Convergence’s team will also create a new AI research and development lab in London, boosting Salesforce’s AI efforts in the UK. While we don’t know the financial details, the acquisition is expected to finalize in the second quarter of Salesforce’s fiscal year 2026, pending usual conditions.

Informatica

• Acquisition date: May 27, 2025

• Price: $8B

Salesforce announced that it will buy Informatica for about $8 billion.

Salesforce is acquiring Informatica to improve its data management and AI abilities. It will be particularly beneficial to industries such as healthcare, life sciences, financial services, and the public sector. Informatica provides tools for data integration, governance, privacy, and Master Data Management (MDM). These tools will enhance Salesforce’s platform and create a more unified system for AI technologies.

Both companies' boards of directors have approved the transaction. It is expected to close early in Salesforce’s fiscal year 2027.

Moonhub

• Acquisition date: Jun 02, 2025

• Price: undisclosed

Salesforce has acquired Moonhub, an AI-driven hiring platform founded in 2022. The Moonhub team will now work at Salesforce. This move will enhance Salesforce's AI skills in hiring and managing employees.

This acquisition improves Salesforce’s AI tools by adding features for human resources and workforce management. These areas are becoming more critical for businesses that want to connect their talent operations with customer and business data. For Salesforce, which is already an investor in Moonhub, this deal fits its plan to integrate AI across its platform. It will help automate business processes and offer more complete solutions for its customers.

Salesforce Acquisitions: What’s Next

Salesforce to Acquire Apromore

Salesforce has agreed to acquire Apromore, a platform that helps businesses identify and enhance their operations.

Salesforce is acquiring Apromore to add its process mining and simulation tools. It will enhance Salesforce's ability to automate processes. When combined with Agentforce and Data Cloud, Apromore will enable customers to visualize their business processes in real-time. This visibility will allow them to identify inefficiencies and discover new opportunities for automating tasks.

This move supports Salesforce’s goal of creating an agentic enterprise. In this type of business, AI will continuously monitor, refine, and automate workflows to enhance efficiency. It leads to higher productivity and greater flexibility.

Salesforce to Acquire Regrello

Salesforce has agreed to acquire Regrello, an AI platform that simplifies complex business processes. This acquisition will enhance Salesforce's ability to automate tasks by transforming business data into streamlined, automated workflows.

Regrello will collaborate with Agentforce and Slack to help customers automate time-consuming, manual tasks. It will improve the speed, efficiency, and quality of essential business processes. This step is a crucial part of Salesforce’s goal to create a business where AI and people collaborate to enhance productivity and results. The deal is expected to be finalized in Salesforce’s third fiscal quarter of 2026.

Salesforce to Acquire Waii

Salesforce has agreed to buy Waii. Waii is a platform that turns everyday questions into accurate SQL queries.

Waii utilizes a dynamic metadata knowledge graph to illustrate how an organization’s data is interconnected. It helps people find accurate answers without needing technical skills. The technology will be integrated into Salesforce Data Cloud and will enhance tools such as Agentforce and Tableau Next. It will provide faster and easier ways to work with data. The goal is to enhance Salesforce’s AI-driven insights and enable users to interact more effectively with information.

The deal is expected to close in Salesforce’s third fiscal quarter of 2026.

Salesforce Signs Definitive Agreement to Acquire Bluebirds

Salesforce will buy Bluebirds, an AI tool that helps sales teams find and connect with valuable leads. It does this by using advanced lead intelligence and data enrichment.

Bluebirds’ technology helps sales teams by automating prospecting tasks. It means sellers can spend less time on busywork and focus more on closing deals. After a deal is closed, Salesforce will integrate Bluebirds into Sales Cloud and Agentforce. This addition will enhance its use of AI and streamline pre-sales processes. This step shows Salesforce's commitment to providing innovative, data-driven sales tools and positions Bluebirds as an essential part of its collection of AI acquisitions.

Salesforce AI Acquisitions

Salesforce acquires AI companies to stay competitive and work with the latest technology. Salesforce is also constantly enhancing its AI tools. A recent addition to its technology is Einstein Copilot.

In 2023, Salesforce made two essential purchases. They acquired Airkit, an AI tool that enables businesses to interact with customers. This purchase will improve the features of their Commerce Cloud. They also acquired Spiff, a platform for managing sales commissions, to enhance the main features of their Sales Cloud.

Salesforce is ready to compete with big companies like Microsoft and Amazon. They are doing this by merging with and buying AI platforms and other services.

Salesforce has invested in 10 AI startups in 2023:

• Protect AI – $35 million

• Sylvera – $50 million

• Pano AI – $17 million

• Typeface – $100

• Runway – $141 million

• Anthropic – $400 million

• Simpplr – $70 million

• Cohere – $270 million

• Hearth AI – early-stage funding

• Faros AI – $20 million

This way, Salesforce stays ahead of and with advanced technology.

Reasons Why Salesforce Acquires Businesses

Salesforce continues to grow and lead the market by acquiring other businesses. There are five key reasons for these acquisitions:

• Market Expansion: Salesforce utilizes acquisitions to reach a broader customer base, leverage new technologies, and expand into new geographic regions.

• Competitive Advantage: Acquiring companies with unique technology and skilled teams enables Salesforce to stay ahead of competitors like Oracle and Microsoft.

• Faster Time-to-Market: Salesforce uses strategic acquisitions to quickly adopt new solutions and launch products more rapidly than building them from scratch.

• Diversification: Acquisitions help Salesforce expand beyond its primary CRM services. This strategy also lowers risk by allowing the company to enter new sectors and markets.

• Revenue Growth: Salesforce boosts its earnings and productivity by acquiring companies that have strong bases and proven revenue streams.

Salesforce Acquisitions: Pros and Cons

Salesforce's strategy of buying other companies has its advantages and disadvantages. Here are the main points:

Pros:

• We help the company grow in new and innovative ways, reaching new markets.  

• There are professional growth opportunities within Salesforce.  

• We contribute to the growth of existing businesses, which in turn supports the economy.

Cons:

• Possible corporate culture differences during integration.

• Time-consuming services integration;

• Financial risks.

Final Words

This list highlights Salesforce's most significant acquisitions and mergers. It includes companies like Slack, Tableau, and MuleSoft, as well as SendGrid, MapAnything, and Spiff. These acquisitions have enabled Salesforce to expand its services in areas such as collaboration tools, document processing, data analytics, social media management, and email delivery.

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