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

Cannes 2018: The Big Not Easy

This year’s Cannes Lions program is packed full of data, robots, algorithms, voice technology, blockchain, virtual reality, artificial intelligence and machine creativity. But I’m just as interested in more subtle trends and insights.

Richard Brett

CEO, opr

CMOs are talking the CX talk, but not yet walking the walk

Customer experience is eclipsing product as a competitive differentiator. CMOs are recognising this shift and talking the talk. But are they also walking the walk?

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

My father had ALS (amyotrophic lateral sclerosis) for 3 years His first symptoms were weakness in his hands and losing his balance which ...

Janice Tollis

Why Gartner thinks brands are too uptight about strategy

Read more

https://bit.ly/2t5z6fIView this brilliant service and then apply in your product marketing which will increase your sell ..

Sujay Patel

Why Gartner thinks brands are too uptight about strategy

Read more

The things who have mentioned are very convincing and will certainly work.

Lunna Walker

Xero evolves to fit a changing marketplace

Read more

The use of the virtual reality and the additional reality in marketing are only the first steps to the unlimited possibilities. When you ...

Viri VR

Treasury Wine Estates ramps up consumer engagement with augmented reality app portfolio

Read more

Personally, I know about using virtual reality in VR games or when watching movies. I live in Melbourne and often visit a club - https://...

Rafe Frost

3 brand new virtual reality experiences in action

Read more

Latest Podcast

More podcasts

Sign in