The ultimate guide to Salesforce product rebrands

Salesforce has built a reputation for innovation — and as the platform has evolved, it’s gone through its share of rebranding and renaming. That even includes the company name, which Salesforce legally changed to Salesforce, Inc. (dropping .com) back in 2022.

Whether you’re building on the platform or leading digital transformation within your organization, it’s essential to stay on top of what’s new versus what’s an update to a tool you’re already familiar with.

This guide is a glossary of Salesforce product rebrands, helping you track how things have evolved and where they’re heading.

Why these rebrands matter

Salesforce rebrands often align with broader shifts — like the pivot to AI and real-time data with Agentforce and Data Cloud. For developers, admins, and DevOps teams, keeping track of these changes is crucial to avoiding confusion, staying aligned with current best practices, and getting the most value from Salesforce’s latest tools and documentation.

Staying fluent in Salesforce’s evolving language helps you:

• Communicate effectively across teams

• Choose the right tools for the job

• Plan CI/CD workflows and metadata strategies

• Avoid surprises during platform updates

While frequent name changes can initially leave users confused, they’re designed to reflect Salesforce’s evolving product capabilities and strategic growth. For example, Marketing Cloud Account Engagement users often still refer to the product as Pardot, despite the Salesforce rebranding. This persistent use of the old name can cause communication challenges, especially when discussing product features with newcomers or Salesforce support.

Adding to this complexity, the Marketing Cloud umbrella encompasses several distinct products, each with its own history and functionality. The product formerly known as ExactTarget, for instance, operates differently from Marketing Cloud Account Engagement, leading to potential confusion for users navigating the broader Marketing Cloud ecosystem.

The reality is that Salesforce are aligning their product suite offerings under broader categories to simplify their product lines — Marketing Cloud is the most visible grouping of this move, but Sales Cloud, Service Cloud, Commerce Cloud, and Analytics Cloud are all examples of products being consolidated by business tasks.

Name changes by Salesforce also often coincide with the growth of capabilities and features that come with each release — we’ve seen Einstein become Agentforce and Salesforce CDP transition through a stint as Genie before forming a major part of Data Cloud.

Sometimes these rebrands follow Salesforce acquisitions, like in the case of Steelbrick, which became Salesforce CPQ when it joined the Salesforce ecosystem.

It’s worth remembering that Salesforce rebrands don’t always mean instant changes to your metadata. For example, Salesforce CPQ metadata types still use the SBQQ prefix, even though the product’s name has changed. Rebrands usually point to bigger-picture shifts in Salesforce’s strategy and direction, rather than immediate overhauls at the metadata level. Because of this, documentation might lag behind, and it can take a bit of time for everyone in the ecosystem to get on the same page.

Salesforce glossary of rebrands

Let’s walk through some familiar examples of Salesforce rebrands and how they’ve shaped the Salesforce landscape over time.

Marketing Cloud / Account Engagement

Salesforce began consolidating tools under the Marketing Cloud umbrella around 2022.

• Advertising Studio was renamed to Marketing Cloud Advertising.
• Datorama, part of the suite of tools that formed CRM Analytics, became Marketing Cloud Intelligence and its reporting tool, Datorama Reports for Marketing Cloud, became Intelligence Reports for Engagement.
• Pardot became Marketing Cloud Account Engagement, reflecting Salesforce’s broader move to bring disparate tools together under fewer, more descriptive brands. This shift also included the deprecation of the Pardot Classic app — the original Salesforce app tab used to access Pardot features — in favor of the more unified Account Engagement Lightning App, aligning with Salesforce’s Lightning-first strategy.
• Similarly, Email Studio, Mobile Messaging, Journey Builder, and legacy ExactTarget features were all consolidated under Marketing Cloud Engagement — now the central product for managing cross-channel marketing journeys including email, SMS, push notifications, and ads.
• Evergage, website interaction tracking software Salesforce acquired in 2020, became Marketing Cloud Personalization. This replaced Interaction Studio, which included Thunderhead Interaction Studio.

Sales Cloud / Sales Engagement

Salesforce brought their sales offerings together through a series of rebrands under Sales Cloud and Revenue Cloud.

• High Velocity Sales became Sales Engagement, while Lightning Dialer, Salesforce’s in-platform sales telephony, became Sales Dialer.
• The company RelatedIQ, acquired in 2014, was first renamed to SalesforceIQ and eventually to Salesforce Inbox, which was then retired by 2020.
• Similarly, Steelbrick, acquired in 2016, was renamed Salesforce CPQ, though the metadata still references its origins with SBQQ prefixes. Salesforce CPQ is now in an “End of Sale” (EOS) phase as Salesforce offers new customers Revenue Cloud Advanced and Revenue Cloud Billing.
• MyTrailhead was renamed Sales Enablement in 2022 to emphasize support for onboarding and learning for sales teams.

Service Cloud / Field Service

Field Service Lightning, acquired from ClickSoftware in 2019, became Salesforce Field Service with the Winter ‘21 release. Also part of the Service Cloud umbrella, Live Agent was renamed Chat and LiveMessage (originally Heywire) was renamed Messaging. Both were brought together under the Digital Engagement label in 2019.

Commerce Cloud

Salesforce’s commerce strategy took shape through two key acquisitions and rebrands. In 2016, the company acquired Demandware, which later became B2C Commerce Cloud. Then, in 2018, Salesforce acquired CloudCraze, which became B2B Commerce Cloud. Together, these formed the B2C and B2B sides of Salesforce Commerce Cloud.

Experience Cloud (formerly Community Cloud)

In 2020, Salesforce rebranded Community Cloud to Experience Cloud to reflect broader applications beyond just communities — such as portals, mobile apps, and forums. Several terms also changed:

• Community Workspaces became Workspaces.
• Lightning Community Builder became Experience Builder.
• My Communities became My Experiences.
• Salesforce CMS App became the Digital Experiences App.
• Lightning Community Templates, Pages, and Themes were similarly renamed to Experience Builder equivalents.
• Some parts of Community became Sites rather than Experiences, for example Salesforce Tabs + Visualforce Community Format became Salesforce Tabs + Visualforce Site.
• Force.com Sites was renamed Salesforce Sites, and Build Your Own Template became Build Your Own (Aura) to distinguish them from templates built using Lightning Web Components.

Analytics (CRM Analytics / Tableau CRM)

After a lot of acquisitions in the area of analytics, such as Tableau in 2019, Salesforce consolidated everything as CRM Analytics in 2022.

• Edgespring, an early acquisition, first became Wave, before being incorporated into CRM Analytics along with Analytics Cloud in 2022.
• Einstein Analytics, Salesforce’s native analytics platform, became Tableau CRM in 2020 after Salesforce’s acquisition of Tableau in 2019. This renaming reflected Salesforce’s intent to align its native analytics offering more closely with Tableau’s brand, even though the two remained technically distinct products.

Platform / Core / Automation / Other

Several of Salesforce’s foundational platform tools have also seen rebrands:

• Acquired in 2009, Informavores laid the foundation for Visual Workflow — Salesforce’s original drag-and-drop automation tool — which later evolved into Process Builder (also known as Lightning Process Builder). Salesforce will end support for Process Builder at the end of 2025, in favor of Flow.
• Lightning Flow was renamed to Salesforce Flow to reflect the unification of automation tools under a single, streamlined Flow experience on the platform.
• Sendia, acquired by Salesforce in 2006, initially enabled AppExchange apps to run on mobile devices and was rebranded as AppExchange Mobile. As its scope expanded to cover the entire Salesforce platform on mobile, it was later renamed Salesforce Mobile.
• Launched in 2022, Salesforce Easy was designed to streamline onboarding for new customers, and was later renamed Salesforce Starter to better reflect its role as an entry point to the platform.
• Salesforce Checkout, a unified portal for managing your Salesforce account and additional products became the Your Account App.
• Work.com, originally from the 2011 acquisition of Rypple, was renamed WDC in 2020.
• MapAnything, acquired in 2019, became Salesforce Maps.
• Salesforce1 Mobile’s name was streamlined as Salesforce Mobile to match core branding, and Lightning Components were renamed Aura Components from the newer Lightning Web Components (LWC).

Data Cloud (CDP / Genie)

This product line saw several renames around the emergence of real-time data needs:

• Customer 360 Audiences became Data Cloud to emphasize real-time data unification and segmentation.
• Salesforce CDP briefly became the wordy Marketing Cloud Customer Data Platform, before being simplified under the Data Cloud label.
• Salesforce Genie, introduced in 2022, was short-lived and folded into Data Cloud by 2023.

Einstein / Agentforce

Salesforce’s AI branding saw a major shift in 2024, with Agentforce becoming the headline Salesforce product — a unified AI platform designed to power smarter, more personalized customer interactions across the Salesforce ecosystem.

• Einstein GPT was folded into the broader Einstein 1 Platform, which in turn became part of Agentforce.
• While many AI tools have been brought under the Agentforce umbrella, some — like Einstein Call Coaching (now Einstein Conversation Insights) and Einstein Relationship Insights (now the Einstein Relationship Insights App), and Einstein Bots — continue to exist as standalone products.
• Prompt Studio had a small rename to align with Model Builder and Skills Builder as Prompt Builder.
• At TDX 2025, Salesforce unveiled Agentforce 2.5 as Agentforce 2DX, introducing proactive agents, a redesigned developer experience, and the new AgentExchange marketplace.

Industries (Vlocity)

Vlocity, acquired in 2020, became Salesforce Industries (or Industries Cloud) providing deep, industry-specific solutions that strengthened Salesforce’s position in key verticals like healthcare, energy and utilities, and financial services.

Collaboration / Content

Koral, acquired by Salesforce in 2007, evolved into Apex Content and was later renamed Salesforce Content. Quip, another collaborative productivity tool that Salesforce acquired in 2016, was briefly rebranded as Salesforce Anywhere during an initiative to embed collaboration more deeply into the Salesforce platform, but eventually reverted to Quip.

Identity

Identity for Customers & Partners was renamed Customer 360 Identity in the Spring 2021 release, aligning it with Salesforce’s broader Customer 360 vision for unified, secure customer data across touchpoints.

Sustainability

Sustainability Cloud was renamed Net Zero Cloud in the Spring 2022 release, reflecting its evolution into a core Salesforce platform application.

Staying on top of the changing landscape

Salesforce’s feature and product rebrands aren’t just cosmetic — they often signal deeper strategic shifts that can influence how teams structure orgs, train users, and plan releases. Even when the metadata impact is minimal, understanding these changes is key to maintaining a resilient DevOps process.

To stay ahead of the curve, keep an eye on official Salesforce announcements, ecosystem blogs, Trailblazer Community forums, podcasts, and YouTube channels that track platform updates. These sources often catch subtle shifts early — from product name changes to roadmap adjustments — that can give you long-term insight into the future of your orgs.

Want a clearer picture of how Salesforce’s cloud offerings fit together today? Check out our guide to Salesforce Clouds to stay in sync as the platform evolves.