The Salesforce Acquisition Changed Everything
The Tableau world got a lot more confusing when Salesforce bought them back in 2019. Now we’re into 2022, and I’m still getting questions from teams trying to figure out whether they should be using Tableau (the BI tool they know and love) or this thing called Tableau CRM that keeps popping up in their Salesforce instance.
Here’s the thing: they’re completely different products that happen to share the same first name. It’s like having a friend named Mike who’s a firefighter and another friend named Mike who’s a pastry chef. Same name, totally different skill sets.
What Is Tableau (Classic)?
When most people say “Tableau,” they’re talking about Tableau Desktop, Tableau Server, or Tableau Online – the business intelligence platform that’s been around since 2003. This is the tool that lets you:
• Connect to dozens of data sources (databases, spreadsheets, cloud apps)
• Build interactive visualizations and dashboards
• Share insights across your organization
• Do deep analytical work with calculated fields, LOD expressions, and all that good stuff
Classic Tableau is what data analysts, business intelligence teams, and data scientists use to explore data and answer complex questions. It’s powerful, flexible, and pretty amazing (but I’m biased).
What Is Tableau CRM?
Tableau CRM, which used to be called Einstein Analytics before Salesforce rebranded it in 2021, is embedded analytics specifically built for Salesforce users. Think of it as analytics that lives inside your Salesforce environment.
Tableau CRM is designed to:
• Analyze Salesforce data without leaving Salesforce
• Embed dashboards directly into Salesforce pages and apps
• Provide AI-powered insights using Einstein Discovery
• Give Salesforce users quick access to key metrics
It’s built on the same underlying technology as classic Tableau (the VizQL engine), but it’s been optimized for the Salesforce ecosystem. The interface is different, the workflow is different, and honestly, it’s a completely different product.
The Key Differences That Actually Matter
Data Sources
Tableau: Connects to 100+ data sources. SQL databases, cloud platforms, Excel, APIs, you name it. If data exists somewhere, Tableau can probably connect to it.
Tableau CRM: Primarily works with Salesforce data. You can bring in external data through connectors or CSV uploads, but it’s optimized for Salesforce objects and fields.
User Experience
Tableau: Drag-and-drop interface. Most analysts spend a few weeks getting comfortable with the deeper parts of it. Can visualize practically any data.
Tableau CRM: Designed for business users who aren’t data experts. Simpler interface, more guided experiences, built-in templates. Not as powerful.
Deployment
Tableau: Separate platform. You need to set up Tableau Server or subscribe to Tableau Online. Users log in to a different system to access dashboards.
Tableau CRM: Already in your Salesforce org. No separate login, no separate platform to manage. Dashboards show up right in your Salesforce pages.
Advanced Analytics
Tableau: Deep analytical capabilities. Complex calculations, statistical functions, R and Python integration, predictive modeling through TabPy.
Tableau CRM: Einstein Discovery for AI-powered insights. Good for predictive analytics within Salesforce use cases, but less flexible for custom advanced analytics.
So Which One Should You Use?
Here’s my take after working with both:
Use Tableau (Classic) If You:
• Need to analyze data from multiple sources beyond Salesforce
• Have dedicated BI or analytics teams
• Need complex calculations and advanced analytics
• Already have Tableau and it’s working fine
Use Tableau CRM If You:
• Live in Salesforce all day and rarely leave it
• Want analytics embedded directly in Salesforce pages
• Need quick insights for sales, service, or marketing teams
• Want Einstein Discovery for predictive Salesforce analytics
• Have mostly non-technical users who need guided experiences
Use Both If You:
• Have enterprise-wide BI needs AND Salesforce-specific analytics needs
• Want deep analysis in Tableau but lightweight dashboards in Salesforce
• Have the budget and team to manage both platforms
I’ve seen companies try to force Tableau CRM to do everything Tableau does, and it doesn’t work well. I’ve also seen companies embed classic Tableau into Salesforce, and it feels clunky compared to native Tableau CRM.
My Recommendation for 2022
If you’re primarily a Salesforce shop and your analytics revolve around sales, service, and marketing data in Salesforce, start with Tableau CRM. It’s easier to adopt, and your users will actually use it because it’s right where they work.
If you’re doing enterprise BI across multiple systems, or you need advanced analytics capabilities, Tableau is the way to go. Don’t try to force Tableau CRM into that role.
And if you’re a larger organization with both needs? Budget for both, but be strategic about which teams use which tool. Your sales team doesn’t need Tableau Desktop, and your BI team shouldn’t be limited to Tableau CRM.