5. Salesforce Buys ExactTarget
Salesforce.com struck a deal in June to buy ExactTarget, a developer of software-as-a-service cross-channel, digital marketing applications, for $2.5 billion.
The acquisition, completed July 12, allowed Salesforce to greatly expand the marketing functions of the company's CRM platform, especially around the use of email, mobile communications and social media.
CEO Marc Benioff (pictured) noted at the time that chief marketing officers are wielding more influence on IT spending. Salesforce channel partners said the addition of the ExactTarget technology would give Salesforce users the ability to gain greater insights into their customers' behavior.