Future of PMM

Competitive Intelligence

This dashboard contains internal competitive data and is restricted to SAP employees.

🔒 Enter the access code shared with SAP PMM team

Don't have the access code? Request access

🔍 Competitive Intelligence Dashboard

Enterprise Application Data Clouds + Customer Data Platforms

Last updated: March 4, 2026

🎯 Key Signals This Week

  • Salesforce: "Best Q4 Ever" — Agentforce + Data 360 ARR hit $1.8B (up from $1.4B in Q3). Agentforce alone: $540M ARR (+330% YoY)
  • Workday: Q4 beat ($2.53B rev) but stock hit by "SaaSpocalypse" fears. $303M restructuring costs, workforce reductions. Sana acquisition ($1.1B) positioning as "knowledge layer"
  • Hightouch: Unveiled AI agents trained in real marketing workflows — doubling down on agentic positioning
  • Adobe: 2026 AI Trends Report shows widening gap between consumer AI adoption and business readiness. Kevel integration adds real-time retail media activation

📊 Enterprise Application Data Clouds

Salesforce

Data 360 + Agentforce
$1.8B ARR
AI Strategy
Agentforce — "Digital Labor" ($540M ARR, +330% YoY)

Key Messages

  • "Best Q4 Ever" — $11.2B revenue (+12% YoY)
  • "Zero-Copy architecture" — federate, don't migrate
  • "Let humans do what they do best, let Agentforce do the rest"
Agent maturity: Production

Workday

Illuminate + Sana ($1.1B acquisition)
Restructuring
AI Strategy
Sana + Pipedream — "Knowledge Layer for Enterprise"

Key Messages

  • Q4 beat: $2.53B revenue, but "SaaSpocalypse" fears hit stock
  • $303M restructuring costs — workforce reductions
  • Positioning as AI connector/knowledge layer vs. seat-based model
⚠️ Watch
Market unconvinced acquisitions offset seat-based revenue risk
Agent maturity: Emerging

Oracle

Modern Data Platform + Unity CDP
AI Strategy
Agent Hub (Beta) + OCI AI

Key Messages

  • "Complete, Open, Intelligent"
  • Infrastructure flexibility (on-prem, hybrid, multicloud)
  • Forrester Leader: Translytical Data Platforms
Agent maturity: Beta

🗂️ Customer Data Platforms — Packaged

Adobe Real-Time CDP

Experience Cloud
Kevel Integration
AI Strategy
Agent Orchestrator + AI Assistant

Key Messages

  • NEW: Kevel integration for real-time retail media activation
  • 2026 AI Trends Report: Gap widening between consumer/business AI adoption
  • "Build AI agents that automate workflows"
Agent maturity: Emerging

Salesforce Data 360

Formerly Data Cloud
Rebranded
AI Strategy
Agentforce Foundation

Key Messages

  • Zero-Copy to Snowflake/Databricks
  • "Real-time data engine"
  • Native Salesforce metadata integration
Agent maturity: Production

Amperity

AI-Powered Customer Data Cloud
AI Strategy
Agent-Powered Identity Resolution

Key Messages

  • "Get a return on customer data"
  • Lakehouse-native (Databricks, Snowflake)
  • AI finds hidden PII connections
Agent maturity: Embedded

🧱 Customer Data Platforms — Composable

Hightouch

Composable CDP + AI Agents
Gartner Leader
AI Strategy
AI Agents trained in real marketing workflows

Key Messages

  • NEW: AI agents that understand actual marketing workflows
  • "Launch 10x more campaigns with 10x more creativity"
  • Backed by Databricks AND Snowflake
🔥 Watch
Most aggressive agentic positioning in CDP space
Agent maturity: Production

Twilio Segment

CDP + Communications
AI Strategy
Twilio Engage + Predictive AI

Key Messages

  • "Keep your data where it is" (zero-copy)
  • Warehouse as source of truth
  • Twilio communications integration
Agent maturity: Emerging

RudderStack

Real-Time Data Foundation
AI Strategy
Data Quality for AI/ML

Key Messages

  • "Competitive advantage through real-time data"
  • 1B+ daily events capability
  • Open-source heritage
Agent maturity: Not focused

Fivetran Activations

Formerly Census
Acquired
AI Strategy
Reverse ETL + Activation

Key Messages

  • "Unify. Enhance. Activate."
  • Part of Fivetran data movement platform
  • End-to-end: ingestion + activation
📢 M&A Signal
Consolidation accelerating in composable CDP space

📈 AI Agent Maturity Comparison

Vendor Agent Capability Maturity Pricing Model
Salesforce Agentforce Production Flex Credits (consumption)
Hightouch Agentic Marketing Platform Production Usage-based
Adobe Agent Orchestrator Emerging Platform license
Workday Illuminate + Sana Emerging Flex Credits
Amperity Agent-powered identity Embedded Platform license
Oracle Agent Hub Beta Traditional + free tier

📅 Monitoring Schedule

Wednesdays 12pm ET Enterprise App Data Clouds (Salesforce, Workday, Oracle)
Thursdays 12pm ET CDPs (Adobe, Salesforce, Amperity, Hightouch, Segment, RudderStack)
← Back to Future of PMM