Hightouch and Salesforce CDP (now known as Salesforce Data Cloud for Marketers) both are tools that allow you to sync data to downstream marketing destinations like CRM tools, email tools, and advertising platforms. Both platforms have the functionality to collect events via an SDK, resolve identities, and sync data to downstream tools tools.
However, the devil is in the details. The architecture of each are vastly different. Salesforce CDP is a “traditional CDP” while Hightouch is a warehouse-centric, “composable CDP”.
This architectural difference leads to massive differences in cost, implementation time, and usability despite the fact both platforms allow you to do a similar thing at a high-level.
Additionally, Salesforce CDP is built to consolidate customer data across your Salesforce organizations, not all of your data from all sources.
Compare Hightouch and Salesforce CDP
| Functionality | Hightouch | Salesforce CDP |
|---|---|---|
| Data Activation | Data warehouse to destination | Salesforce Data Cloud data store to destination |
| Data Activation Destinations | 200+ | Limited beyond Salesforce ecosystem |
| Custom Destinations | Yes | Yes |
| Audience Management | No-code audience builder, journey management, and analytics | No-code audience builder limited to fields stored in Salesforce |
| Reverse ETL | Core competency. Built out with deep extensions into your existing workflows | Not available |
| Real-Time | Event forwarding & low latency API | Min sync cadence is 15 minutes to 1 hour |
| Data Schema Flexibility | Supports any custom entity or object (users, accounts, households, playlists, etc.) | Very rigid |
| Data Storage | Data is stored in your existing cloud infrastructure | Salesforce-managed infrastructure |
| Data Retention | Unlimited lookback & history | Variable |
| Source of Truth | Your owned data warehouse | Multiple: Salesforce and your owned data warehouse |
| Data Collection | Client-side, server-side, and other 3rd-party sources | Client-side, server-side, and other 3rd-party sources |
| Identity Resolution | Unify any & all of the customer or entity data in your warehouse | Available |
| Identity Graph Ownership | Lives in your owned data warehouse | Black-box resolution living in Salesforce |
| Security & Compliance | Immediately GDPR & CCPA compliant. Able to sign BAA to be HIPAA compliant | Not immediately GDPR, CCPA, and HIPAA compliant |
| Pricing | Unbundled: individually priced features with no MTU billing | Bundled pricing. Most expensive CDP option. |
| Proof of Concept | 2-3 for SMB, 4-6 weeks for enterprise | Not available |
| Implementation | 100% of customers are live with a production use case at the time of contract signature | Large percent of implementations fail. 12+ month typical implementation timeline |
Pros and Cons of Hightouch
Pros
- 10X faster implementation time
- No duplicative data storage
- Can sync events directly to downstream destinations
- Runs on your own existing data infrastructure
Cons
- Newer player in the CDP market
- Fewer customers
- Must have existing data store
Pros and Cons of Salesforce CDP
Pros
- Integrates with the Salesforce ecosystem
- GUI-based
- Familiarity
- No additional contracting required
- Default settings for specific Salesforce use cases
Cons
- Expensive
- Data is stored outside of your infrastructure
- Limited integration support for external tools & systems
- Rigid schema structure
- Limited identity resolution capabilities
Should I buy Hightouch or Salesforce CDP?
When deciding whether to invest in a Hightouch (a Composable CDP) or Salesforce CDP (a Traditional CDP), it's important to consider the unique needs of your business. Although a packaged Traditional CDP might appear simpler, Composable CDPs are more flexible and scalable.
The main areas Hightouch wins against Salesforce CDP are:
- Implementation Time: With Hightouch you are live at the time of contract signature. With Salesforce CDP, there is typically a 6-12 month implementation process after contract signature
- Flexibility: With Hightouch, you can use any data in your data warehouse vs Salesforce CDP where you can only use data that has been collected into your CDP
- Source of Truth: With Hightouch, your retain a single source of truth in your cloud data warehouse.
Salesforce CDP historically was considered a safe option for executives looking to bring in a known brand to solve for data activation.
However, in recent years, stories of failed implementations have plagued Salesforce CDP leading to companies finding alternatives.
Most data-focused companies are now adopting Composable CDPs, such as Hightouch, because they offer greater flexibility, security, time-to-value, and interoperability at a far lower cost. If you’re interested in learning more about the Composable CDP, book a demo with one of our solution architects today to see how we can help.
