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An update on Salesforce and AWS partnership

Last month, Salesforce and AWS announced a strengthening of their existing partnership, this time in the media and entertainment business.

The partnership works both ways:

  • On the one hand, developers can build applications by natively consulting Salesforce data in AWS services,
  • On the other hand, Salesforce customers can integrate AWS off-the-shelf services into their Salesforce applications and pay per use, as explained in this VentureBeat article.
Source AWS

Joint AWS-Salesforce Streaming Offer

To meet the growing need for brands to build streaming offers for their customers, Salesforce and AWS are pooling their complementary services, with the customer journey and data management on one side, and the infrastructure needed for smooth, off-the-shelf video streaming on the other.

Remember that video is the most powerful marketing tool for converting customers: 84% of people say that watching a brand video convinced them to buy a product or service by watching a brand video (Optinmonster).

Salesforce announced the launch of Salesforce+ last summer, but this streaming service for content created by its teams (podcasts, training, conferences, testimonials, etc.) is not currently built with AWS services.

Other partnership aspects

The partnership, as seen by Salesforce, covers use cases such as:

  • Creating virtual meetings by integrating Amazon Chime services (audio and video) and machine learning tools with Salesforce Service Cloud and Customer 360 Sales.
  • Integration between Salesforce Service Cloud and Amazon Connect for call center management
  • Tableau visualization tool administration with AWS infrastructure management solutions - see the video here.
  • The ability to digitize documents in the healthcare industry with Amazon Textract service.
  • The two companies also announced that they would strengthen the exchange of events (in the context of application development) to enable microservices applications that communicate between the two platforms.


For the use cases outlined above, the goal of the partnership between the two companies is to increase the ease of implementation by creating native integrations. Given both companies' innovative power and AWS's ability to rely on the developer community to evolve its solutions, it is likely that this cooperation has a bright future ahead of it.

📌 More:

  • AWS white paper detailing the integration of its services with Salesforce.
  • Salesforce presentation recording on the digital contact center at AWS conference re:Invent 2021.

This post was originally written for ITBusinessCrush newsletter on LinkedIn on March 8, 2022

March 2022

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