Turns Customization Tool Kit into New Brand

By John Pallatto  |  Posted 2004-11-03 Print this article Print
  is building a new brand called around the application customization tool kit it first introduced with the Spring '04 edition of its on-demand CRM service.

SAN FRANCISCO— continued its effort to expand its product line with the introduction of, an on-demand tool kit that lets companies customize their CRM applications to meet specific industry business processes. is a free-of-charge add-on that is designed to reduce the time it takes to customize Salesforce.coms online customer relationship management applications. officials claim that application customization projects that can take weeks or months using traditional methods can be performed in minutes with the tool kit. is part of the Winter 05 release of Salesforce.coms on-demand CRM subscription service, which also includes the customer service tool that the company released in September.

The company introduced the new versions during its annual Dreamforce user conference here that was attended by an estimated 2,500 customers and users. This is about two-thirds more than attended the companys first user conference in 2003, company officials said. is essentially a spinoff of the customization tool kit that released in April with the Spring 04 version of its on-demand CRM applications, said company Chairman Marc Benioff.

Since then, customers have quickly picked up the tool kit to build custom fields, workflows, pages and other components into their online applications, Benioff said.

Click here to read about the advent of the customization tool kit in the Spring 04 edition.

Based on customers enthusiasm for the package, "We decided that the [tool kit] should be its own product, its own technology, its own brand" that would evolve and grow with the rest of the product line, he said.

Benioff said his company was encouraged to do this because "customers are really grabbing the bull by the horns. They are saying they dont want to use Microsoft Access or Filemaker to build on-demand applications. They are saying, We want to build these applications with the objects and widgets" that is providing, he said. is offering the tool kit for free because it is not looking for a new incremental revenue stream, Benioff said. The company is counting on the tool kit to win new customers and to expand the use of CRM within existing customer sites, he said.

Next page: Why JLG subscribed to

John Pallatto John Pallatto is's Managing Editor News/West Coast. He directs eWEEK's news coverage in Silicon Valley and throughout the West Coast region. He has more than 35 years of experience as a professional journalist, which began as a report with the Hartford Courant daily newspaper in Connecticut. He was also a member of the founding staff of PC Week in March 1984. Pallatto was PC Week's West Coast bureau chief, a senior editor at Ziff Davis' Internet Computing magazine and the West Coast bureau chief at Internet World magazine.

Submit a Comment

Loading Comments...
Manage your Newsletters: Login   Register My Newsletters

Rocket Fuel