Salesforce.com, which helped reinvent the business application segment with its CRM tools, is hoping it can disrupt the marketing world in much the same way. Big Data has "changed everything," CEO Marc Benioff says. And Salesforce will harness its acquisition of Radian 6 and Buddy Media, as well as more purchases to come, to help marketers anticipate their customers' needs in advance. "The idea is to make a company so customer-focused that the traditional boundaries between advertising, marketing and customer service become obsolete," John Shinal writes.

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