At its annual Dreamforce event, Salesforce.com and several of its partners — Facebook, Google and Amazon — made announcements intended to encourage more businesses to pursue Web-as-a-platform using their Force.com business process platform. Taking away significant amounts of hype, there were three themes for the conference.

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CEOs across companies and industries have become focused in 2008 on the critical role that customer experience plays in keeping their companies competitive and driving profitability. These same CEOs are challenging their CMOs to move beyond CRM to Customer Experience Management, which takes an outside-in approach to the customer experience.

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