Salesforce has signed a definitive agreement to acquire Momentum, a conversational insights and revenue orchestration platform.
It is the company's tenth acquisition in six months – a run of dealmaking that, taken together, offers a fairly clear window into where Salesforce sees the gaps in its current platform.
The overwhelming majority of these deals orbit one thing: Agentforce.
Launched in September 2024, Salesforce's agentic AI platform arrived with considerable fanfare and the promise of AI agents that could actually get work done on behalf of employees, rather than just assist them.
The reality, as we've covered at CX Today, was a little messier.
Early adopters ran into data quality problems, inconsistent agent behavior, and a pricing model that confused more customers than it converted.
What followed was a very deliberate shopping spree. The deals Salesforce has struck since the summer of 2025 read like a checklist of Agentforce's known weaknesses: patchy enterprise data, limited process visibility, narrow search capabilities, gaps at the top of the sales funnel, and agents with no access to what customers actually said on calls.
Rather than build its way out of those problems, Salesforce has largely bought its way out.
For CX and CRM leaders tracking the competitive landscape, this acquisition run gives a decent picture of what a fully realized agentic CRM platform is supposed to look like.
Here is every deal, in order:
1. Momentum (February 18, 2026)
The latest deal brings the run to ten. Momentum is a conversational insights and revenue orchestration platform whose core function is capturing unstructured data from voice and video calls – such as Zoom, Google Meet, and other third-party platforms – and turning it into structured intelligence that feeds directly into Agentforce and Slack workflows.
The gap Momentum fills is one that has quietly undermined CRM data quality for years: what gets said on calls rarely makes it into the system with much fidelity, if at all.
For Agentforce to drive meaningful revenue outcomes, it needs access to what customers actually said, not just what a rep typed into a notes field afterward; Momentum’s universal ingestion engine can help to deliver this.
2. Cimulate (February 10, 2026)
Next up is another recent entrant, with Salesforce agreeing to acquire Cimulate, an AI-powered product discovery platform built for retail, just last week.
Cimulate's intent-aware engine blends real and simulated shopper journey data to interpret what a customer is actually looking for across browsing and buying moments, surfacing more relevant results in real time.
The acquisition targets Salesforce's Agentforce Commerce roadmap, moving the platform beyond keyword-based search toward genuinely conversational shopping experiences.
3. Qualified (December 17, 2025)
Qualified is a B2B marketing platform that was already native to the Salesforce environment, having sat in AppExchange and the Ventures portfolio before the acquisition.
Its AI agents handle inbound engagement in real time, conversing with website visitors, qualifying leads, and routing them appropriately, cutting out the repetitive early-stage interactions that currently fall to sales and service reps.
With Qualified folded into Agentforce, Salesforce extends its agentic AI play to the top of the customer journey, covering demand capture and early qualification stages that have traditionally sat outside the core CRM workflow.
4. Informatica (Closed November 18, 2025)
Arguably the headline deal of the past six months. At approximately $8 billion, the Informatica acquisition gave Salesforce one of the enterprise market's most established data management platforms, covering integration, governance, data quality, master data management, and metadata management.
As discussed above, Agentforce's early stumbles were largely a data problem, with agents feeding inconsistent, siloed, or poorly governed data produce inconsistent results.
Informatica's tools tackle that at the source, helping organizations clean and connect data across the entire enterprise rather than just whatever sits inside Salesforce already.
Salesforce CEO, Marc Benioff, described data as the “true fuel of Agentforce” at the time. The Informatica deal could be viewed as Salesforce actually backing that up.
5. Doti AI (November 13, 2025)
Doti AI is an Israeli agentic enterprise search startup whose technology is designed to make organizational knowledge instantly findable and actionable, rather than buried across disconnected systems.