Braze: Salesforce Is Coming for CRM Marketers

Braze is the campaign engine Salesforce reportedly wants to control—and CRM marketers are the ones exposed. Bloomberg reported Salesforce will buy Braze for $5.7 billion, giving one marketer the ability to trigger millions of messages without a roomful of operators. The open question is which CRM jobs survive when the platform owns both the customer data and the execution layer. Pick a side: Salesforce’s move is smart consolidation or a warning for marketers?