It’s becoming increasingly difficult to identify a CRM vendor’s key competencies or customer base. The game of moving upstream and attracting new customers seems to have grown more complicated — with the mainstays in the CRM industry entering new sectors, marketing to new segments, and even targeting competitors’ customers with the lure of better offers.
 
One key player in this still-shifting competitive landscape is Salesforce.com, which, despite breaking the billion-dollar mark in annual revenue and a much-publicized effort to target enterprises, decided 2009 was the time to introduce what some called a long-overdue offering for contact management. (See our cover story, “The Next Billion Dollars,” page 21, for an in-depth look at the company on the 10th anniversary of its founding.)
 
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