In fact, Salesforce.com employees would crack jokes about legacy vendors who would make such "pre-announcements," he said.

As Salesforce.com heads toward US$3 billion in revenue, it's become more of a "marketing-driven company," in McKinnon's view.

Salesforce.com is also planning to release a new product, Salesforce Identity, that will compete with Okta.

Overall, Salesforce.com now has a general goal in mind that doesn't necessarily match up precisely with the "social enterprise" theme, said analyst Ray Wang, CEO of Constellation Research.

"I think that they are no longer about the cloud, they are bigger than social, they want to be the engagement platform that takes you from cloud to device," Wang said. "Salesforce realizes that if they don't become the content delivery network and the engagement layer, they only become another channel on TV."