Slack Voice & Video Tools to Integrate with Salesforce

Slack Continues Innovation Amidst Salesforce Acquisition

Despite the pending acquisition by Salesforce, finalized last year for approximately $28 billion – a transaction still awaiting closure – Slack remains dedicated to its product development roadmap and the introduction of new features.

New Tools Unveiled: Huddles, Video Messaging, and Slack Atlas

This morning, Slack officially launched several tools previously discussed, including Slack Huddles, a new voice communication feature available immediately. Alongside Huddles, the company also introduced video messaging capabilities and Slack Atlas, a directory service.

These enhancements are designed to bolster the platform’s functionality, positioning it effectively for integration with Salesforce once regulatory approvals are secured.

Potential Synergies with Salesforce

Integrating Huddles, the video tools, or even Slack Atlas – offering both internal and external organizational views – into the Salesforce ecosystem appears highly plausible.

Slack CEO Stewart Butterfield notes that current regulatory restrictions prevent collaborative efforts between the companies. However, he envisions significant potential for synergy with Salesforce Service Cloud and Sales Cloud, particularly in merging Salesforce data with Slack’s communication features.

“The excitement centers around workflows transitioning from Salesforce’s core system of record to Slack’s communication channels, bringing data directly to where conversations are happening,” Butterfield explained. “There’s substantial potential for leveraging these tools in customer interactions across sales, marketing, and support.”

Expanding Communication Reach with Slack Connect

Butterfield also highlighted the potential for Salesforce to leverage Slack Connect, a feature launched last year that facilitates communication with external parties.

“Slack Connect provides the same benefits as Huddles – enabling effective conversation starters, problem-solving, and improved communication – when interacting with customers,” he stated.

Focus on the Future of Work

These announcements broadly align with two key themes: the evolving future of work and the context of the acquisition. Bret Taylor, Salesforce’s president and COO, acknowledged this connection during the deal’s announcement in December, emphasizing the companies’ shared focus on the changing work landscape.

Brent Leary, founder and principal analyst at CRM Essentials, confirms the significance of the future of work angle. “These announcements respond to the growing trend of increased reliance on webcams and microphones for remote meetings and collaboration,” he said.

Addressing Screen Fatigue with Audio-First Communication

Slack Huddles represents an attempt to mitigate screen fatigue stemming from excessive meetings or typing.

“This ‘audio-first’ approach shifts the focus from crafting perfectly worded text to simply expressing thoughts verbally, reducing the effort required for polished communication,” Leary explained.

He further added, “It not only allows for spoken communication but also provides a better understanding of sentiment and emotion, eliminating the guesswork inherent in interpreting text-based chats.”

Huddles: A Business-Focused Discord

As Karissa Bell noted on Engadget, Huddles mirrors Discord’s chat functionality within a professional context, potentially offering substantial benefits when integrated with the Salesforce platform.

Continued Development and Future Integration

While awaiting regulatory approval, Slack continues to refine its platform and products. Even after the acquisition closes, Slack will maintain its operational independence, though extensive cross-platform integrations are anticipated.

Despite limitations on public discussion regarding specific integrations, both Salesforce and Slack executives express considerable enthusiasm for the possibilities these new tools present – and for the future of work as a whole – once the acquisition is complete.