Web analytics firm Omniture has become the newest service to join AppExchange, the Salesforce.com platform that lets software makers integrate their applications with Salesforce CRM.

For its part, Salesforce gets Omniture Closed Loop Marketing for Salesforce, a service that will bring to its site marketing executives, a group that up until now had no compelling reason to use Salesforce.

"Salesforce is typically a tool used by sales executives," said John Lovett, senior analyst, Web Site Technologies & Operations at Jupiter Research.

From an Omniture point of view, the company will now be able to sell to a far larger audience, potentially even the services that will not be offered on AppExchange. Neither Genesis, a service that allows companies to integrate their online marketing applications, nor SiteCatalyst, which focuses on visitor site behaviour, will be offered on AppExchange.

Omniture's appeal comes from its ability to allow marketers to track different aspects of multiple marketing campaigns and to attribute credit to numerous campaigns leading up to a sale or a conversion, said Lovett.

"Previously, one campaign would get the credit for a sale even when it may have been the combined result of two or three campaigns," said Lovett.

The pain point Omniture solves, according to both Gail Ennis, senior vice president of worldwide marketing at Omniture and Ariel Kelman, senior director of platform product marketing at Salesforce, is in tearing down the wall that exists between sales and marketing.

"It has been hard for these two organisations to come together to deliver effective marketing campaigns," said Kelman.

Reporting capabilities will be available through both Salesforce or Omniture dashboards or through mashups between the services.

Omniture Closed Loop Marketing for Salesforce is available now. Pricing starts at $2,500 per month for unlimited users.