In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Salesforce announced the release of three new products, SalesforceIQ, IoT Cloud and Salesforce Lightning as part of an over-arching strategy to empower better sales strategies and drive more effective management of customer journeys.
Speaking ahead of the Dreamforce conference in San Francisco, Salesforce president of products, Alex Dayon, said at the core of the solutions is to help businesses connect better with customers on a global scale.
“Our job is to deliver every core business process in the CRM world to our customers in an integrated way,” he said. “This means our products, which now total six, need to be globally leading platforms and be integrated and customised by our customers to adapt them to their needs, whatever industry or size.”
With SalesforceIQ, companies can leverage data-driven insights to deepen customer relationships and accelerate deals through the pipeline. According to SalesforceIQ CEO, Steve Loughlin, the new SalesforceIQ for Small Business delivers SMBs a smarter and easier way to supercharge sales and empowers reps to sell smarter from their inbox using ‘Relationship Intelligence.’
“We’re moving away from relationship management to relationship intelligence,” he said. “With SalesforceIQ, companies can now make sense of this data and pull out insights to drive their businesses forward with that intelligence.”
Relationship Intelligence automatically captures, analyses and surfaces information that is relevant for customer relationships, seeks out the patterns needed to provide insights into future outcomes and proactively recommends actions to build stronger relationships with customers and accelerate sales.
Some of the key features of SalesforceIQ for small business include real-time visibility into relationships without requiring users to waste time manually logging information. Data from email, calendar, marketing automation and other sources is automatically captured, and out-of-the-box reports provide instant insights that accelerate the sales process. The new platform also helps users prioritise and focus on the most important opportunities in their pipelines.
Meanwhile SalesforceIQ for Sales Cloud connects with Salesforce1 so reps can instantly drill into an opportunity or account, gathering any additional details they need, all from their mobile device.
News Corp CTO, Paul Cheesbrough, CTO, said SalesforceIQ is already driving success across the organisation.
“Whether it is SalesforceIQ for Small Business at Storyful, our social news agency, or SalesforceIQ for Sales Cloud at The New York Post, teams across our company are working smarter and delivering more value for our customers,” he said.
“Our sales are relationship based, not transactional,” added ClassPass CEO, Payal Kadakia. “As a growing business, we rely on SalesforceIQ for Small Business’ intelligent features to surface important insights that help us better connect with our customers at every step of the way. Now we’re able to focus our time on helping studios grow versus spending time on logistics. SalesforceIQ has helped us grow faster and smarter.”
In order to unlock greater insights from the Internet of Things to Salesforce, the software giant also announced the release of IoT Cloud, powered by Salesforce Thunder.
According to Salesforce EVP, Platform, Tod Nielsen, IoT Cloud is set to transform the way businesses access and engage with customers using all this data.
“It connects to all the data sources out there and enables you to watch the information within a Salesforce context to see a unified view of that particular customer at that particular time,” he said. “But the really exciting and transformative thing is that it is usable by people within the business that are closest to the customers, to help ensure the company can really engage with their customers in all the ways.”
In addition to the Internet of Things, connecting to phones, wearables, windmills and industrial turbines and other devices, IoT Cloud connects data from websites, social interactions and more to Salesforce. By connecting the billions of real-time events and digital content with Salesforce, the IoT Cloud brings customer context to transactional data. Business users can use intuitive, point and click tools to define, modify and set rules and logic for events that can trigger actions across Salesforce.
“Salesforce is turning the Internet of Things into the Internet of Customers,” Salesforce chairman and CEO, Marc Benioff, said.“The IoT Cloud will allow businesses to create real-time 1:1, proactive actions for sales, service, marketing or any other business process, delivering a new kind of customer success.”
IoT Cloud customer success companies including Emerson and Pitney Bowes look to connect with their customers in powerful new ways with this new platform.
“Emerson is reinventing customer service,” Emerson Climate Technologies CIO, Todd Finders, said. “By integrating our connected comfort products and services with customer data in Salesforce in real-time, we will be able to address our customers’ needs in a proactive, personalized way.”
As part of Saleforce’s app innovation strategy, the cloud software company also revealed its Salesforce Lighting platform, which enables anyone to create modern, intuitive apps.
The Lightning Experience brings a consumer-grade experience that is designed to be modern, efficient and intelligent to every Salesforce user on every device—desktop, tablet and mobile. Relevant information is surfaced for each screen, streamlining processes and making workflows more intuitive.
Salesforce EVP of Sales Cloud, Mike Rosenbaum, said it was a major upgrade and one of the biggest releases in the Salesforce mix.
“A modern, intuitive user experience that makes it seamless to enable users to be able to interact with anything in Salesforce, whether you are on mobile, tablet or desktop, that’s what we’re all about,” he said. “It is about taking that next level of design-led user experience approach to access the Salesforce solution. We wanted to create a whole new user experience and that’s what we want to do with Lightning.”
One early pioneer of Salesforce Lightning is Accenture, which used the platform to extend its industry applications.
“We share Salesforce’s goal of supercharging the return on investment of sales solutions for our joint customers in this new era of customer relationship management,” Accenture managing director and global software-as-a-service and emerging platforms lead, Sadeep Raj, said.
Salesforce is a four-day event in San Francisco that will host a record 160,000 attendees world-wide and will offer provoking keynotes by inspirational speakers and technology visionaries such as Microsoft CEO Satya Nadella, Uber CEO Travis Kalanick, Goldie Hawn, Jessica Alba and YouTube CEO Susan Wojcicki.
- Azadeh Williams attended Dreamforce as a guest of Salesforce
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