NEW YORK ( TheStreet) -- When the digital age decides your time is up, it is up. To wit, the once-invulnerable customer relationship management maker Salesforce.com (CRM - Get Report) is looking straight down the barrel of the digital gun at an itty-bitty -- but still lethal -- social relationship management tool called Rapportive.For anybody who uses software to sell, it's nothing new that San Francisco-based Salesforce faces stiff competition from lower- or no-cost CRM tools such as Capsule, Timely, Solve360 and, what, a dozen others? What is new is that Salesforce now faces a real threat from what amounts to nothing more than software that plugs into Web browsers such as Google's (GOOG - Get Report) Chrome or Mozilla Firefox (just not Windows (MSFT - Get Report) Explorer) -- in this case, Rapportive.
|This free, public Web tool provides a dead-easy way to be in closer touch with clients.|
This is, without question, the fastest, cheapest way to manage a relationship using Gmail. Rapportive is all about easy. Downloading the plug-in for Chrome, Apple's (AAPL - Get Report) Safari or Firefox is a few-click affair. Once installed, when Gmail's Web-based interface is launched, you'll see a long list of available public social content tied to that email identity on the right side of your mail account where the paid ads used to be. Usually that amounts to the sender's Facebook, LinkedIn (LNKD - Get Report) or Twitter feeds, but Flickr and many other social media services are supported.