When Salesforce introduced this week that it was transferring Advertising Cloud to Microsoft Azure, it was straightforward to see this as one other case of wacky enterprise partnerships. However there needed to be sound enterprise the explanation why the partnership got here collectively, moderately than going with AWS or Google Cloud Platform, each of that are additionally Salesforce companions in different contexts.

Should you ask Salesforce, it says it was finally due to compatibility with Microsoft SQL.

“Salesforce selected Azure as a result of it’s a trusted platform with a worldwide footprint, multi-layered safety method, sturdy catastrophe restoration technique with auto failover, computerized updates and extra,” a Salesforce spokesperson advised TechCrunch. “Advertising Cloud additionally has an extended standing relationship with Microsoft SQL which makes the transition to SQL on Azure a pure determination.”

Apart from the SQL half, Microsoft’s chief rivals at AWS and Google Cloud Platform additionally present these advantages. In reality, every of these causes cited by the spokesperson — apart from SQL — are all a part of the final cloud infrastructure worth proposition that each one the key cloud distributors present.

There’s most likely extra to it than merely compatibility. There’s additionally a long-standing rivalry between the 2 corporations, and why despite their competitors, they proceed to make offers like this within the spirit of co-opetition. We spoke to a couple business consultants to get their tackle the deal to seek out out why these two seeming rivals determined to return collectively.

Retailer’s dilemma

Tony Byrne, founder and principal analyst at Actual Story Group, thinks it may very well be associated to the actual fact it’s a advertising and marketing software and a few prospects could also be cautious about internet hosting their companies on AWS whereas competing with Amazon on the retail aspect. It is a widespread argument for why retail prospects particularly usually tend to go together with Microsoft or Google over AWS.

“Salesforce Advertising Cloud tends to focus on B2C enterprises, so the selection of Azure is sensible in a single context the place some B2C companies are cautious of Amazon for aggressive causes. However I’d additionally think about there’s extra to the choice than that,” Byrne stated.

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