Salesforce Data 360

The dominant enterprise CDP for Salesforce ecosystem customers; a top-3 CDP globally by install base and the only CDP natively embedded across a full CRM and AI agent platform

Salesforce Data 360 (rebranded from Salesforce Data Cloud in October 2025) is the foundational data layer underpinning the entire Salesforce platform ecosystem. It functions as a real-time customer data platform (CDP) that ingests, harmonizes, and activates data from virtually any source — CRM records, web and mobile events, third-party data, and more — creating a unified customer profile that powers AI, automation, and personalization across all Salesforce clouds. As the required data backbone for Marketing Cloud Next, Sales Cloud, Service Cloud, and the Agentforce AI agent platform, Data 360 occupies a uniquely strategic position within the Salesforce stack. It enables zero-copy data federation with platforms like Snowflake, Databricks, and Google BigQuery, allowing enterprises to activate data without costly duplication. Its identity resolution, segmentation, and real-time streaming capabilities make it one of the most scalable enterprise CDPs on the market. In the broader AdTech and MarTech ecosystem, Salesforce Data 360 competes with standalone CDPs such as Adobe Real-Time CDP, Treasure Data, and Twilio Segment, but differentiates itself through deep native integration with Salesforce's vast CRM install base, Einstein AI capabilities, and the Agentforce autonomous agent framework. Its October 2025 rebrand reflects Salesforce's broader strategic pivot toward agentic AI, positioning Data 360 as the data foundation for AI-driven enterprise workflows rather than a standalone CDP product.