Salesforce Acquiring Braze and the New Shape of Martech
Salesforce’s agreement to acquire Braze for roughly $5.66B is more than a strategic expansion. It is a statement about where the martech market is heading and what enterprise buyers will demand over the next decade. Braze has built its reputation on real time engagement, event streaming architecture, and AI powered decisioning. Salesforce has built its reputation on CRM scale, enterprise breadth, and a unified data foundation. Bringing these two together creates a new competitive center of gravity in the industry. For years, the martech market has been defined by a tension between campaign based systems and real time systems. Traditional marketing clouds were built around scheduled journeys, batch segmentation, and channel centric execution. Braze was built around live customer behavior. It updates profiles continuously and triggers actions based on what customers do in the moment. It powers trillions of messages and journey actions each year across mobile apps, websites, email, SMS,...
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