More importantly, the entire segment often called 'middle office' is also playing in the industry cloud. Middle office is the generic term that covers all the processes that fall in between getting in front of the customer (front office aka CRM) and being able to go ahead with fulfilling an order (back office aka ERP). While some — most notably Salesforce-native ISV Apttus — have sought to portray middle office as a horizontal play, in fact middle office processes vary by industry. Apttus itself is evidence of this, having specific verticals where it has done well, many of them overlapping with Vlocity's target markets.