CMO interview: What Salesforce APAC's marketing leader is doing to build customer and employee connections

We chat with recently appointed CMO for Asia-Pacific, Michael Peachey, about why tech and data knowledge is so important to marketers and how innovation and customer advocacy is driving his approach

Michael Peachey
Michael Peachey


Marketing/IT alignment

It’s equally important for marketers to work with technology teams, although this, like sales, has historically been a fraught relationship.

“We all know the story of digital transformation going on right now, and that’s driven by putting the customers in the centre,” Peachey says. “One thing contributing to this issue between CMO and IT has been legacy systems and customer data locked up in the mainframe. Even with the huge evolution to cloud, some still need to operate with these on-premise systems.”

Salesforce’s acquisition of Mulesoft is the integration component customers have been asking for to unlock customer data in legacy systems to create new levels of digital interaction with customers, Peachey claims.

I do think our customers have been very aware of the need to integrate the data because marketers are hungry to create these exciting and personalised interactions with their customers,” he says. “But they have been challenged because data has been locked up.”  

For Peachey, data utilisation then has to be about making it easy for customers to buy from your brand.

“As customers are making purchasing decisions, we need to deliver the right content, material and information to them at the right time,” he says. “It’s just as important for us as a B2B organisation to do that as a B2C organisation. Just behind a Web browser is an individual trying to make the right decision for their company and feel good about that purchase decision. It’s our job to help with them that.”  

As Peachey sets out to bolster regional customer numbers and success, a guiding Salesforce principle he’s using is “tactics dictate strategy”.

“Don’t spend six months defining strategy – try and test something and succeed or fail fast, then move on. If it’s successful, do more of it. If it’s not, don’t do it anymore,” he advises other CMOs. “That’s how I have innovated marketing at Salesforce, and how our company innovates. It’s the number one thing.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Non-linear transformation: The internal struggle

Let’s face it, transformation is messy. Every business is different, with a set of specific challenges based on a mixture of external (the market, competitors, regulation) and internal factors (technology, people and process investments over time).

Neil Kelly

Partner, transformation, Wunderman Thompson

7 ways to champion a human centred design culture

Human Centred Design (HCD) has come a long way in the last decade with many forward-thinking organisations now asking for HCD teams on their projects. It’s increasingly seen as essential to unlocking innovation, driving superior customer experiences and reducing delivery risk.

Shane Burford

Head of research and design, RXP Group

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

It's a useful info for small businesses owners. We can't live without mobile apps. They are so helpful! It's hard to deny that.

Mae Davis

7 ways small businesses can benefit from mobile apps

Read more

Hi Jennifer,Fascinating read about design-led companies!If you would like to learn more, our Design Thinking and Innovation programme mig...

Andrea Foster

How to spot a ‘design-led’ versus ‘design-fed’ company

Read more

ABC web-site not easy to use/navigate. Even getting this far in sign-on to ABC My Space was problematic - it was asking for my password,...

Vee.

How the ABC used an online community to help build a movement

Read more

Thank you for your feedback, Astha! Always appreciated.

Vanessa Skye Mitchell

5 things marketers should know about data privacy in 2020

Read more

Hey Vanessa, thanks for providing us the things marketers should know about data privacy. This was really an informative post.

astha sharma

5 things marketers should know about data privacy in 2020

Read more

Latest Podcast

More podcasts

Sign in