The companies that make up the Cloud Wars Top 10 are moving at an unprecedented pace to deliver the best innovations in the AI Era. However, they can’t do everything at once. This is why we have seen a surge of activity in the acquisition space, with companies onboarding existing technologies and delivering new capabilities to customers much faster than if they had developed these features in-house.
ServiceNow certainly deserves a notable mention here due to its recent spending spree, which includes AI assistant provider Moveworks and cybersecurity firm Armis. Total spending hit at least $12 billion in 2025. However, for this report, I’ll focus on Salesforce and its definitive agreement to acquire Momentum, an AI-powered revenue orchestration platform. The deal is expected to close in the first quarter of Salesforce’s fiscal year 2027, but what does this mean for customers?
What Is Momentum?
Momemntum’s mission is to unite fragmented customer interaction data for sales, GTM, and customer success teams. The company’s AI orchestration platform unites these insights, transforming unstructured, disparate data into actionable customer insights that teams can actively pursue, automating data capture and execution.
“We founded Momentum to bridge the gap between unstructured conversation and structured action,” said Santiago Suarez Ordoñez, CEO and Co-Founder of Momentum. “Joining Salesforce allows us to close the loop for GTM teams, transforming the static audio of a meeting into structured intelligence that drives immediate revenue impact.”
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The integration of Momentum into Salesforce’s Agentforce 360 and Slackbot will extend the capabilities of these core tools by enabling them “to ingest and analyze unstructured data from third-party video channels and apply those insights directly to agentic workflows.” By video channels, the company is referring to the complex interactions that take place over meetings in platforms like Zoom or Google Meet.
“To deliver on the promise of agents, we need visibility and context from every meaningful interaction,” said Steve Fisher, President and Chief Product Officer at Salesforce.
“Momentum accelerates our roadmap by unlocking the long tail of conversational data and bringing it directly into our platform. This ensures Agentforce 360 and Slackbot can incorporate the true voice of the customer to drive complex, multi-step workflows.”
Customer Impact
Salesforce already does a great job of managing structured data. However, by gaining access to unstructured conversation data — not just video, but also through Momentum’s “universal ingestion engine”, emails, and other channels — Salesforce customers can skip the manual work of trying to extract valuable information from these complex customer interactions. This enables them to achieve results more quickly and effectively — more than just a bonus in the AI Era.
Salesforce has made a very targeted move in the acquisition of Momentum. Although the exact figures and details of the acquisition are not yet publicly available, introducing these capabilities into the Salesforce stack is not only an effective way to expand its reach but also aligns neatly with Salesforce’s goals of advancing agentic AI (lest we forget Salesforce CEO Marc Benioff’s strong — bullish? — belief in the agentic AI revolution).
What’s more, this acquisition supports Salesforce’s core mission. If you visit the company page on the Salesforce website, you will still see it in blue and white: “Since we opened our doors in 1999, we’ve had a singular focus — helping our customers improve their customer relationships.” With this expanded access to customer insights Salesforce is certainly staying on brand.
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