SalesForce Eats a Golden Child, Purchases Enterprise Search App Kieden for CRM + SEM
In Salesforce.com unveils Google marketing tool Michael Paige reports that "Salesforce obtained the technology for the service, called Salesforce for Google AdWords, by acquiring Kieden Corp., a tiny startup that quietly developed it using Salesforce's AppExchange platform. Terms of the acquisition weren't disclosed."

I spoke with the Kieden creator in May of this year:
Enterprise Search Marketing + Agile Development + AppExchange = Kieden Corporation

I was excited at the time because they sought to tie search marketing directly into the sales cycle. It's an obvious move, and brilliant. Congrats to the Kieden team.

My interview with Kieden creator + Marc Benioff research inspired my respect for AppExchange and this article:
Hey Google: Enable 3rd Party Enterprise App Development Like SalesForce Did

And this little bit of news speaks to the evolution of SalesForce:
SalesForce Lifts AppExchange Free From SalesForce

I remember asking Kraig Swensrud, founder of Keiden why SalesForce didn't just buy the companies that use APPExchange. I remember him saying something along the lines of it would mess with the ecosystem too much.

I guess time will tell now if this is a strong move for SalesForce or not - my concern would be that ultimately the quality of their AppExchange builders could go down if they're all building so that they can sell themselves to SalesForce rather than creating a sustainable business.

Either way this is an important case study for the AppExchange model.

other coverage:
Salesforce.com leverages AppExchange as outsourced R&D...acquires Kieden
Salesforce.com enters search engine marketing space
salesforce.com as center of gravity
Garrett French - MarketSmart Interactive | permalink | +marktd |