Salesforce CEO Marc Benioff put the rumor mill to rest on Friday by telling the Financial Times that he wasn’t going to acquire Twitter because it’s “not the right fit.” We knew that. Salesforce shareholders had reportedly besieged Benioff with complaints about such a deal, along with threats to unload their stock.
Salesforce’s customers do value consumer insights – and Twitter provides 313 million monthly active users about whom Salesforce could glean additional data. But Twitter would have been an expensive purchase – especially given that the value to Salesforce was far from clear.
