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Compare Hightouch and Salesforce CDP

Salesforce CDP is a Traditional CDP. Hightouch a Composable CDP and is ranked the #1 CDP on G2 for fastest implementation and highest ROI.

Hightouch
Salesforce CDP

Your favorite companies use Hightouch to sync data securely at scale.Our customers

Spotify.
NBA.
PetSmart.
Weight Watchers.
Ramp.
Calendly.
GitLab.
Grammarly.
Spotify.
Betterment.
NBA.
PetSmart.
Tripadvisor.
GameStop.
Cars.com.
Weight Watchers.
Iterable.
Ramp.
Plaid.
Calendly.
GitLab.
Malwarebytes.
Greenhouse.
Grammarly.

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”.

Composable CDP Architecture Diagram

Traditional CDP Architecture Diagram

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

FunctionalityHightouchSalesforce 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
  • 30-60% lower vendor cost
  • 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:

  1. Cost: Hightouch is typically 30-60% less expensive than Salesforce CDP
  2. 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
  3. 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
  4. 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.

200%
increase in engagement

"We’re syncing millions of records every single day to orchestrate personalized journeys for the 65+ million members in our loyalty program."

PetSmart.
Read the story

1 day
migration

"The beauty of Hightouch events is that the SDK is built in such a way that you can rip and replace Segment or any other event collection tool in minutes."

Start syncing data in minutes

Check out this 5 minute interactive demo to learn how you can sync customer data to any business tool.

Hightouch Audiences user interface.

Recognized as an industry leader
by industry leaders

G2

Reverse ETL Category Leader

Snowflake

Marketplace Partner of the Year

Gartner

Cool Vendor in Marketing Data & Analytics

Fivetran

Ecosystem Partner of the Year

G2

Best Estimated ROI

Snowflake

One to Watch for Activation & Measurement

G2

CDP Category Leader

G2

Easiest Setup & Fastest Implementation

Composable CDPs are more secure

Hightouch doesn’t store your data. Instead we simply read from your data warehouse where it stays safe and sound.

Sync data to 200+ tools

See all integrations
PostHog
Facebook Custom Audiences
PostgreSQL
Slack
Redis
Retention Science
Stripe
MongoDB
Salesforce Pardot (Sandbox)
HubSpot
Mailchimp
MinIO
NCR Advanced Marketing Solution
Salesforce (Sandbox)
Amazon Ads DSP and AMC
Zoho CRM
Gladly
Webflow

Activate your data in less than 5 minutes