The rise of ride-hailing startup Uber and its impact on the taxi industry is a prime example of how a more nimble startup with better technology can upend ill-prepared rivals. Now software specialist Salesforce (CRM) is beating the drum. The San Francisco company on Tuesday used a press conference to brag about its new software services for sales teams that will presumably give customers a technological edge over competitors that fail to similarly invest. Get Data Sheet, Fortune's technology newsletter. At the event on Tuesday, Salesforce CEO Marc Benioff gave a sort of State of the Union as he ushered in his company's new year. He and fellow Salesforce executives boasted about new products and services, like a new app for field technicians and another for sales staff to make phone calls through Salesforce's products.