Coffee told Computerworld UK that he is having conversations with a number of companies in the automotive industry, where Salesforce is hoping to work with 'infotainment' providers for car companies to make cars more interactive.

He said: "This is something we can do now and is something we are strategically committed to being able to do in more depth very soon."

Coffee described that automobile makers are looking to create an 'advanced CRM', which brings all the different mechanisms of marketing, customer service and support into one central application. However, argued that the car should also have its own social profile, which would include its history, what work has been done, how many owners it has had etc.

The finally layer, he explained, is the additional raw data that car makers are 'drowning in'. This comes from the car's diagnostic electronics, satellite navigation systems and other pre-installed tools.

"We have had these manufacturers come to us and say 'we know there has to be a way to create business value and customer experience enrichment from these data streams'," said Coffee.