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Digital Transformation

Salesforce and Snowflake Expand Partnership with Real-Time Data Sharing

Customers can now securely share data in real time between platforms without moving or copying data

Companies like AT&T and Oldcastle Infrastructure are bringing Salesforce and Snowflake data together to personalize customer relationships at scale

Partnership builds on existing data analytics solutions from Tableau and Snowflake that help organizations move faster and make smarter decisions


Salesforce and Snowflake today announced new zero copy data sharing innovations that will enable customers to unlock more value from their data. This deepening of the partnership between the two companies will help customers securely collaborate with data in real time between Salesforce Customer Data Platform (CDP) and Snowflake, minimizing the risks, costs, and headaches from traditional sync methods.

In today’s digital-first world, consumers want personalized, connected, and trusted engagements. According to a recent Salesforce report, 73% of customers expect companies to understand their unique needs and expectations — up from 66% in 2020. Personalizing these customer relationships, however, requires companies to build a single source of truth for customer data — something most companies struggle to achieve.

Customers like AT&T are already tapping into data to personalize relationships with their customers. The new partnership will make this more consistent.

By bringing Salesforce and Snowflake data together, we can make customer experiences truly memorable and enrich in real time our understanding of every customer to build lasting loyalty

Andy Markus, Chief Data Officer at AT&T

“In today’s digital-first world, our customers expect to connect with us in the most meaningful ways. Previously, this typically required costly and complex technology integrations, but by bringing Salesforce and Snowflake data together, we can make customer experiences truly memorable and enrich in real-time our understanding of every customer to build lasting loyalty,” said Andy Markus, Chief Data Officer at AT&T.

To bring enterprise data together, IT teams typically build and maintain complex data pipelines, resulting in multiple copies of data that are complex and expensive to move and maintain, and often end up out of sync. The new data sharing capabilities will allow Salesforce Customer Data Platform (CDP) customers to build segments and surface insights on data from Snowflake as if it lived natively in the CDP. It also works in reverse, enabling a data analyst in Snowflake to write queries that join native Snowflake data with Salesforce Customer Data Platform data, without having to copy or move the data to Snowflake first. Now Salesforce and Snowflake admins can have more control and better manage risk and permissions when sharing data. These integrations are backed by Snowflake’s data collaboration capabilities that allow people to discover, acquire, and share data, data services, and applications across clouds and industry standard open data platform technologies like Apache Iceberg.

These new data sharing innovations grant secure, native, and open access to the data where it already lives, and allow organizations to deliver intelligent, memorable experiences based on a single source of truth for each and every customer.

David Schmaier, President and Chief Product Officer at Salesforce

“Companies struggle to deliver real-time personalization at scale and automation because data resides across different clouds, technology stacks, and enterprise systems,” said David Schmaier, President and Chief Product Officer at Salesforce. “These new data sharing innovations grant secure, native, and open access to the data where it already lives, and allow organizations to deliver intelligent, memorable experiences based on a single source of truth for each and every customer.”

“We are excited to expand our strategic partnership with Salesforce to unlock new value for our customers and help them to maximize their data investments,” said Christian Kleinerman, SVP of Product at Snowflake. “This integration will empower companies to break down data silos, unify data for rich insights and analytics, and enable a real-time, single view of their customers across both of our leading platforms.”

We are excited to expand our strategic partnership with Salesforce to unlock new value for our customers and help them to maximize their data investments

Christian Kleinerman, SVP of Product at Snowflake

The expanded partnership between Salesforce and Snowflake helps companies:

  • Share data in real time between Salesforce and Snowflake: New integration provides uninterrupted access to Salesforce data from the Snowflake Data Cloud (and vice versa), as if the data was stored natively in one place – all with trust and robust governance at the forefront.
  • Enrich Customer Data Platform profiles for deep personalization: Connect directly to the Snowflake Data Cloud with real-time data access to enhance customer profiles for hyper-personalization, without moving or copying data.
  • Unify analytics across data platforms for faster insights: Organizations can make smarter decisions with analytics across combined data sets, unlocking new insights across teams and platforms in their tool of choice.
  • Visualize data from both Salesforce and Snowflake in Tableau: Tableau connects natively to the Snowflake Data Cloud and also now directly to the Salesforce CDP, allowing customers to visualize data and turn insights into actions using the same zero-copy integrations.

The new integrations between Salesforce and Snowflake build on the long, successful partnership with Tableau, Snowflake’s 2022 Business Intelligence Partner of the Year. Tableau and Snowflake are continuing to deepen their strategic partnership to help customers across industries better use data as a critical asset to drive innovation and efficiencies in their business.

“Our world has changed in the last few years, and as a leading manufacturer of building products and materials, we’ve had to closely re-examine the way we manage our supply chain,” said Nick Heigerick, Head of Advanced Analytics at Oldcastle Infrastructure. “The power of Tableau and Snowflake has helped us better identify opportunities in our supply chain, improve our operational excellence, and ensure that we’re able to deliver the right products to the right customers, at the right time.”

The Salesforce Customer Data Platform and Snowflake integration will be available in pilot in Fall 2022.

Tableau and Snowflake are also providing an extended promotional trial of Tableau Cloud for Snowflake customers and, subject to program requirements, Snowflake credits upon conversion to a Tableau Cloud customer.

More information:

  • For more on Tableau’s continued investments with Snowflake, check out the solutions page.
  • For more on these innovations, tune into the Innovation Keynote at Dreamforce 2022 on Salesforce+.
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