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The State of Salesforce
Annual Report 2017–2018 How the Best Companies
The State of Salesforce Use Salesforce 1Also Featuring
What’s
The Future Now Awards The Future Now Awards winners
celebrates companies that are recognized as creative
are leading the innovation leaders who go above and beyond
of customer and employee
experiences with Salesforce.
their customers’ expectations.
They are leading the future now Inside Executive Summary 5
Selected from hundreds of as inspirational examples of
submissions, the three winners the success that’s possible for Top Trends 7
were chosen by a panel of companies of all sizes to achieve
Salesforce innovation experts with Salesforce. Insights From the C-Suite 15
based on their approach and
associated business results. Insights From Sales 19
Insights From Service 27
Insights From Marketing 35
Insights From IT 43
Sales of Service of Marketing of Lightning Insights 49
The Future Now The Future Now The Future Now
Global Insights 53
Your sales goals go beyond hitting Your customer service is You’ve discovered the right
The AppExchange 57
quotas. You take the time to personalized and consistent channels to reach your
understand prospects as people, across all channels–in a word, customers with the content
Creating This Report with AI 61
and continuously work to improve customer-obsessed–making they want, and you’ve got the
employees’ day-to-day workflows. more than just an impression, measurable KPIs to prove it.
you’ve earned customers for life.
Winner Winner Winner
Verimatrix Nextep Warner Music Group
B2B | 301–500 Employees B2B | 150–200 Employees B2C | 3,500–5,000 Employees
U.S. U.S. 50+ Countries
2 The State of Salesforce The State of Salesforce What's Inside 3Exe e Su ry
cut e Su y Herbie Hancock, the jazz great,
once said, “Jazz is about being
in the moment. It’s not exclusive,
it’s inclusive.”
E t e mar
Exec ive mm ry Businesses today have to be the But, despite the widespread The goal of every The State of
best listeners: How can they be enthusiasm and anticipation Salesforce report is to inspire
in tune with every click, call, tap, surrounding AI, about half of all innovation with information. This
and share? It’s a cacophony of businesses aren’t prepared to year’s report provides a deep look
Execu e Summ information that can overwhelm adopt it. The global strategic into how businesses are thinking
companies of all sizes. As we partnership between Salesforce about, investing in, and using
uncovered in this year’s report, and IBM is proof positive of how AI, analytics, and transformation
finding and accessing customer AI is becoming more accessible initiatives on the Salesforce
Exe ve Su ry data from different sources is to everyone—and evidence that platform. Use these insights to
the most common operational businesses need to seriously plan tune your Salesforce investment
challenge across Sales, Service, for AI now. Salesforce built the to the soundtrack of your business.
Marketing, and IT. But if you’re world’s #1 CRM and developed its I hope you enjoy Bluewolf’s sixth-
Executive Summary able to listen closely, to pick up
on the tones and full range of
Einstein AI capabilities to facilitate
more personalized, one-to-one
annual The State of Salesforce.
both structured and unstructured relationships between businesses
Eric Berridge
data—good and bad—you can and their customers. IBM built
CEO & Co-Founder
hear the rhythm of your customers, the world’s most advanced
Bluewolf, an IBM Company
the sound of every note they machine learning system for better
produce, and use that data to stay relationships between people
agile and relevant. and technology. Together, the
combined AI capabilities of IBM
Augmented Intelligence (AI) is the Watson and Salesforce Einstein
vehicle that can allow businesses can connect us more deeply
to use data at scale to connect than ever before, leading to real
more deeply than ever before. business outcomes.
4 Executive Summary The State of Salesforce The State of Salesforce Executive Summary 51
AI Means Business Now
Companies are realizing growth with AI for CRM
as Salesforce Einstein presents unprecedented
opportunities for customers. The anticipation for
how AI can transform business processes is driving
investment for early adopters and experimentation.
77% of Salesforce customers who already use AI expect
To Tr s to increase their investment in AI or platforms that have
embedded AI capabilities, within the next 12 months.
p T ds
2
op en CX Goes Mainstream
T p ends A strategic focus on customer experience (CX) is now
table-stakes. In the digital business era, IT and
business stakeholders are equally responsible for
delivering valuable customer experiences. With IT
T Tre becoming customer-obsessed alongside business
stakeholders, the best companies are optimizing their
CX strategy with IT as a strategic partner to not only
manage customer-facing tech but to transform it.
T p T e s 88% of IT professionals say the top two reasons their
organization uses Salesforce is for customer acquisition
and retention, above all other business goals.
Top Trends 3
Analytics For Everyone,
If You Have The Data
A data-first culture is driving superior employee
experiences. Analysis of dark data, like customer
sentiment or email correspondence, has become
too important to ignore. Analytics is transforming
how employees use technology, enhancing their
capabilities, and boosting their performance by
favoring insights over intuition. 71% of Salesforce
customers are increasing their investment in
actionable analytics.
6 Top Trends The State of Salesforce The State of Salesforce Top Trends 7Of companies
currently using AI
Companies already using
AI within Salesforce are
sending a powerful signal
to the marketplace that
AI is living up to its
expectations for measurable
1 business impact.
AI Means
Business Now
The anticipation that surrounds AI
is driving a surge of early adoption
into Salesforce across the entire
organization. Companies that 77% plan to increase their
investment in AI
and experimentation. 38% of already use AI are experiencing
Salesforce customers expect to a return on intelligence:
invest in AI within the next 12 77% expect to increase their
months. The best companies are investment in AI or platforms that
embracing the increasing necessity have embedded AI capabilities,
for smarter, faster decision-making within the next 12 months. Of companies not
by embedding AI capabilities currently using AI
20% plan to increase their
investment in AI
8 Top Trends The State of Salesforce The State of Salesforce Top Trends 9Is IT responsible for your In companies of all sizes,
Salesforce instance? IT has become a critical
component of delivering
quality customer and
employee experiences.
2
CX Goes Mainstream 36%
25%
46%
25%
The role of IT has evolved beyond solely taking
care of an organization’s technical infrastructure,
to align with business stakeholders. Technology- 37%
46%
driven changes in customer preferences for
personalized, digital, anytime and anywhere
engagement has put pressure across the entire
organization, including IT, to deliver customer
experience. As the designated owner of the
Salesforce platform for over a third of Salesforce
organizations, IT is now front and center to enable
business transformations that enhance the
customer experience.
Number of Employees
10,000+ 501–3,500
5,001–10,000 101–500
3,501–5,000 1–100
10 Top Trends The State of Salesforce The State of Salesforce Top Trends 11Contextual Prescriptive Discovery
detects the impact of uses optimization and simulation searches data for patterns to
environmental and circumstantial algorithms to answer: reveal previously unknown
factors, like weather, to answer: “What should we do?” data relationships to answer:
“Does this affect what happens?” “Could this happen?”
3
Predictive Descriptive Diagnostic
applies statistical models aggregates and mines data examines data to identify
and forecasting techniques to provide a summary of the likely cause to answer:
to data that answer: historical data that answers: “Why did this happen?”
Analytics For Everyone,
“What is likely to happen?” “What has happened?”
If You Have The Data The demand for advanced
analytics now spans the entire Percentage of investment in
spectrum of company sizes. six categories of analytics.
28%
25%
24% 24% 24% 24%
23% 23%
22%
21% 21% 21% 21%
20%
The flexibility of Salesforce allows in descriptive analytics as the 19%
for data-based decision-making entry point to more advanced 18%
17% 17%
to happen at any scale. Within capabilities. SMBs are expanding
16% 16%
the next 12 months, 71% of their investments, just as mid-
organizations will increase their level companies are increasing
investment in making analytics investment in more sophisticated
12%
actionable. Analysis of dark data, capabilities. We expect that 11% 11%
such as customer sentiment this trend will continue to move 10%
or email correspondence, has downstream to a broader spectrum 9%
8% 8%
become too important to ignore. of small- and medium-sized 7% 7%
More companies are realizing the businesses as Salesforce Einstein
need to meet customers where functionality continues to mature.
they are, increasing investment
1–100 101–500 501–3,500 3,501–5,000 5,001–10,000 10,000+
Number of Employees
12 Top Trends The State of Salesforce The State of Salesforce Top Trends 132%
CEOs Place
2%
2% Big CX Bets
3%
7% On AI
10% The C-suite recognizes AI as a leadership
opportunity for differentiating the customer
Insi ts m e C ite experience. In the next 12 months, 59% of C-level
executives expect to purchase AI or platforms that
have embedded AI capabilities, and have a keen eye
11% for enhancing the central hub of direct customer
I ights F Th C-S e interaction: customer service and support.
Their vision of faster, smarter decision-making
capabilities extends to self-service that empowers
customers and employees equally.
I s Fro T Su e 63%
Insi ts Fr m he uite
63% of C-level executives
are counting on AI to improve
the customer experience.
In ghts rom h C-S
Insi ts Fr m he uite Within your organization,
where do you expect AI to have
the greatest impact?
Insights From The C-Suite
Collaborating
Performance in New Channels
Cost & Safety
Reputation Building
Other
Overall Effectiveness
Opportunity Qualification
Customer Care/Satisfaction
14 The C-Suite The State of Salesforce The State of Salesforce The C-Suite 15For 46% of the C-Suite,
the most important factor
when implementing a new
Salesforce initiative is
implementation time.
Implementation
Time Is Money
5%
60% of C-level executives new initiatives based on both
29
%
46
% report that the top reason their impact and time-to-value. A cost-
company uses Salesforce is to benefit analysis should make the
grow revenue. However, just distinction between short-term and
36% measure the ROI of their long-term ROI—activities you can
Salesforce investment. The track on an ongoing basis—as well
leadership role of the C-suite as YoY performance. Quantifying
comes with an urgency to the business impact of Salesforce
demonstrate ongoing progress within a set period of time can
and continuous innovation. ensure strategic initiatives align to
Speed counts as a measure of business goals and measurable ROI.
value. The best companies are
6% aligning Salesforce to prioritize
14%
“With AI, our global distribution
efforts are enhanced with
precision around both who and
how to engage to better serve
Implementation Time
our investors and prospects.”
Impact on Employees
Stay Within Budget
Expected Business Value Kurt MacAlpine
Executive Vice President
Confidence in Quality Head of Global Distribution
WisdomTree
16 The C-Suite The State of Salesforce The State of Salesforce The C-Suite 17Ins s Fr m Sa s Over half of Sales leaders agree: Having a 360º view
of the customer is the most critical factor to driving
Sales effectiveness. But less than half of salespeople
believe they actually have a full customer view.
I ts m Sa By connecting back-end systems to create a unified
view of the customer, the best-performing sales
teams are able to leverage data from across the
Ins F m es enterprise to improve decision-making, qualify sales
leads faster, manage opportunities with greater
personalization, and deliver the kind of customer
I hts om S es experience that generates repeat business.
In hts F S e
In ts Fro s
Insights From Sales
“I make sure in advance that the sales
people are in those early stages,
where they have a chance to input and
agree on the required data and fields,
before implementation. Having a
typical user present in the planning
stages helps with adoption.”
Gwyn Reich
Director, Sales and
Marketing Operations
Harvard Business Publishing
18 Sales The State of Salesforce The State of Salesforce Sales 19incomplete customer
The Search Is Over:
Companies with an
disparate systems
Guided Selling Is On
view reporting
The Rise
No surprise, sales
38%
organizations with a
360º customer view are
3x less likely to have
disparate systems. Sales teams are looking for signals and insights
to augment their day-to-day selling activities.
With data analytics, the search is over. 58% of
sales organizations will increase their investment
in actionable analytics, which reveal new
opportunities to connect with customers and
prospects, within the next 12 months.
The Path To A Single In which type
Customer View Is of analytics is
Sales investing?
Paved With Data
53% Predictive 49% Descriptive
applies statistical models and aggregates and mines data to provide
forecasting techniques to data that a summary of historical data that
answer: “What is likely to happen?” answers: “What has happened?”
Sales Cloud adoption grew 13% over last year*,
and adoption is expected to accelerate with Sales
Cloud Einstein, which enables faster, smarter, data- 48% Discovery 38% Diagnostic
based decision-making. However, organizations searches data for patterns to examines data to identify the
that have built their sales processes and tech stack reveal previously unknown data likely cause to answer:
on an ad hoc basis with technologies outside of relationships to answer: “Why did this happen?”
Salesforce are now overwhelmed by dark data.
complete customer
disparate systems
“Could this happen?”
Companies with a
To take full advantage of Sales Cloud Einstein,
view reporting
data needs to be unified across sources. The best
companies are consolidating disparate systems and
making data more readily accessible at every stage
32% Prescriptive 8% Contextual
of the funnel, shortening sales cycles and enabling uses optimization and simulation detects the impact of environmental
sales teams to focus more time on selling. algorithms to answer: and circumstantial factors, such as
“What should we do?” weather, to answer:
“Does this affect what happens?”
12%
*Salesforce Investor Relations report, 2017
20 Sales The State of Salesforce The State of Salesforce Sales 21Nurture Data Like You
Nurture Opportunities
Number of Employees
5,001–10,000
For smaller
3,501–5,000
companies, more data
501–3,500
101–500
10,000+
means more problems.
1–100
72% of salespeople
from SMBs report data
inconsistencies as
the No. 1 cause of
7%
their incomplete view
of the customer.
10%
35%
23%
24%
7%
of Sales organizations
investing in AI within
Supercharge Your the next 12 months
expect it will have
Sales Funnel the most impact on
qualifying leads.
Throughout the sales funnel, from the initial
awareness phase through to purchasing, sales
Percentage Reporting Data Inconsistencies
teams of all sizes experience data inconsistencies.
Salespeople are having to look for information
and data in places they haven’t had to look before,
For Sales, faster filtering means a 53% of salespeople already using
in order to meet the needs of customers and
faster funnel, and an easier time AI or platforms with embedded
prospects with relevant, high-touch interactions.
focusing only on the deals that AI capabilities in their business
Our research found a 66% YoY increase in the
34%
will count. The best companies expect to reinvest within 12
number of salespeople who report that accessing
are reinforcing pipeline accuracy months. Simultaneously, the
data is the most challenging task they face. To
and enhanced forecasting by percentage of salespeople using
ensure consistent data, sales teams are prioritizing
augmenting the sales funnel with AI is expected to increase by 17%
integration with back-office systems, allowing
AI-powered apps, like Einstein during that time.
updates to be made quickly and often, and are
Opportunity Insights and Einstein
also enriching account, contact, and lead data
Lead Scoring.
with automation.
15%
72%
22 Sales The State of Salesforce The State of Salesforce Sales 23Sales of The
Future Now
Saving A Bundle
With Product
Bundling Capabilities
Salesforce Products
Sales Cloud, Service Cloud,
Community Cloud,
Einstein Analytics, CPQ
Already an innovator in its own right, Verimatrix is a
California-based company that offers the only platform
for securing and increasing revenue for multi-network,
multi-screen digital TV services around the globe. Its
sales team had been using Excel spreadsheets to track
quotes, orders, and revenue recognition, but was quick
to notice how their manual sales process was prone to
errors and inconsistencies.
INSIGHT IDEA IMPACT
Product bundling should benefit Automate and centralize Sales Closing deals globally
sellers and customers.
“Salesforce removes friction in our The transition to a new A Configure Price Quote (CPQ) What used to take a week now
business and without it, quote-to-cash system needed to tool combined with Salesforce takes only a few hours, and
we couldn’t sell new product lines happen at scale for Verimatrix’s Community Cloud for Verimatrix’s Verimatrix creates a price quote
network of resellers, and Sales sales partners created custom with assured accuracy and
on a global scale.”
and Service needed to be kept contracted pricing, so now traceability. By shortening the
in the loop throughout the resellers of its products receive time between quotes and order
replacement process. a discount for selling particular submissions, Verimatrix has the
product groupings. Overall, internal sales team efficiency
Verimatrix can bundle products to sell its new product line on a
Brittany Tankhim and logic to make it easier for global scale.
Director salespeople to quote commonly
Enterprise Applications sold systems together with ease
Verimatrix and speed.
24 Sales The State of Salesforce The State of Salesforce Sales 25Ins s Fr m Se e The demand for anytime, anywhere, personalized
customer service is quickly giving rise to AI-enhanced
self-service capabilities that take the form of real-
time conversations facilitated by chatbots. As a type
I ts m vice of conversational app, chatbots have Natural Language
Processing (NLP) capabilities to respond to questions
from customers, augment knowledge management
Ins F m Se ice for contact-center agents, and automatically escalate
cases to a live agent when necessary. 26% of Service
professionals expect to invest in AI capabilities within
I hts om Serv e 12 months to enhance their service and support
centers with conversation capabilities that improve
call deflection and increase first contact resolution
without compromising quality of service.
In hts F S e
In ts Fro rvic
Insights From Service
“To realize agents’ full value, look
beyond immediate outcome measurements
and invest in long-view initiatives by
committing to predictive service.”
Bob Furniss
VP, Global Service Cloud Practice
Bluewolf, an IBM Company
International Customer Management Institute
(ICMI) Lifetime Achievement Award recipient
26 Service The State of Salesforce The State of Salesforce Service 27Field Service Gets
59% of Service
professionals expect
AI to have the
greatest impact on
customer experience.
Personal With IoT
25%
59%
8%
8%
Customer Experience
Overall Effectiveness
Opportunity Qualification
Reputation Building
18%
of organizations plan
Service Wants To
When it comes to customer service, a seamless
to invest in IoT Cloud
experience means self-service. Technology-driven
in the next 12 months.
changes in customer preferences are demanding 24/7
Solve Problems, support that goes beyond Salesforce Community Cloud
and customer portals. Real-time messaging is already
a standard of digital engagement for customer service
Not Search For agents using Service Cloud Einstein and Lightning
Snap-ins to integrate in-app chats across mobile and
Service technicians are
undergoing a retooling of their
capabilities with wearable devices
an emerging trend in the early
stages of mass-adoption: 14%
of service organizations have
Answers
web experiences. 15% of service organizations have and AI-powered field apps. either transitioned to Field Service
invested in AI self-service capabilities as they look to Field service professionals are Lightning or plan to in the next
add a conversational interface that can automatically now able to further differentiate 12 months, as a requisite step
retrieve insights from Salesforce data; anticipate the customer experience through for adopting IoT Cloud. The best
needs by customer history, context, preferences, connected data. Field service companies are combining their
and search history; and deliver proactive alerts and organizations on Field Service Salesforce data with IoT to increase
relevant offers, and escalate issues to a live agent Lightning can be proactive and the connectivity of their field
when necessary. For Service professionals, AI provides predict a need for maintenance, service operations and deliver
optimize scheduling of repairs, personalized service with precision.
valuable context to delivering quality customer
and detect a signal for help.
experiences across all channels.
IoT for Service and Support is
28 Service The State of Salesforce The State of Salesforce Service 29Employee Community
Who is investing in
Types of predictive analytics?
Communities
Supports A 360º Employee
B2B Companies B2C Companies B2B2C Companies
Customer View
Partner
Customer
82%
43% 26% 31%
29%
55%
Service
We are investing in Customer Communities within 12 months. B2B companies
investing in predictive
analytics have greater
The best companies
accountability across
the entire organization
Can’t Wait To
are looking to future
investment in Customer
to track end-to-end
visibility of the
Anticipate
Communities to expand the customer lifecycle.
reach of their brand’s Contact channels are expanding rapidly, producing
digital experience. more data—both structured and unstructured—than
service organizations can put to use with actionable
insights. Just 10% of Service professionals report
that their company analyzes dark data, which
Customer service communities fostering a data-driven culture,
includes unstructured data, such as text messages,
were the initial marquis use cases the best companies are looking
documents, email, video, audio, and images.
for communities. However, this has to build on their investment in
53% of Service organizations are increasing their
quickly expanded beyond Service employee communities to provide
analytics investment within the next 12 months.
to other parts of the business, useful insight into members’
However, the best companies are investing in more
supporting employees, customers, behavior. Using analytics to
forward-looking Service Cloud Einstein Analytics
and partners. Historically, examine community interactions
capabilities, including Contextual data, such as
employee communities were can reveal additional context that
weather, which enables agents to anticipate
easier to own and manage, can be added to the profiles of
customers’ needs before issues arise.
so it’s no surprise that today 59% prospects and customers.
of Community Cloud deployments
are focused on helping employees
work more effectively. As part of
30 Service The State of Salesforce The State of Salesforce Service 31Service of The
Future Now
Redesigning Human
Resources With Data
Salesforce Products Among the first Professional Employer Organization
Service Cloud, Sales Cloud, Community Cloud, (PEO)s certified by the IRS, Nextep has grown into a
Marketing Cloud, Pardot, and Wave Analytics 100+ employee company that covers administrative
for Community Cloud services, such as human resources, benefits, payroll,
and risk & compliance, for small- to medium-sized
businesses. Like many small businesses, Nextep’s
customers struggled to access data about their
workforce in a meaningful and simple way. As a
service designed to simplify HR, Nextep worked
quickly to address this need and to be first to market
in its industry with a leading-edge analytics product.
INSIGHT IDEA IMPACT
No two reporting needs Customer care that comes Human Resources with
are exactly alike with customization a human touch
For Nextep customers to obtain By identifying its customers’ Nextep’s employee engagement
basic but meaningful data, such primary pain points through dashboards enable customers
as their total labor costs, they were continuous feedback, Nextep now to foster more meaningful
having to run multiple reports, has three primary dashboards: relationships with their staff.
download those reports, and then Employee Engagement, Pay Customer retention is up, and
“We’ve seen an overwhelmingly positive combine them together in Allocation, and Benefits Enrollment. the company’s Net Promoter
response from clients. Some who have Excel—not an uncommon Customers can quickly and easily Score (NPS) among client
considered leaving have renewed their experience for most small get meaningful insights from administrators and key decision
contracts based solely on their new businesses. Overall, accessing the dashboard or slice and dice makers is at an all-time high
access to our interactive dashboards data to surface insights required data to create custom reports. of 89. With its new interactive
and decision-making tools.” too much time and effort. By integrating Wave Analytics dashboards and data analytics,
for Salesforce Community Cloud, Nextep is fulfilling its why:
Nextep customers can access “Elevating the employment
insights about their workforce, experience & enriching
labor expenses, and benefits people’s lives.”
Adam Graham participation, using data that had
Chief of Sales & Marketing previously been dark.
Nextep, Inc.
32 Service The State of Salesforce The State of Salesforce Service 33In hts F m Mar i g No longer just brand stewards, marketers now have
the dual responsibility of proving ROI and designing
multichannel campaigns that generate demand. The
best companies realize that their unique data is their
I ts om Mar et g greatest competitive advantage to delivering the
experiences customers expect in real-time. Investing
in collaborative initiatives with Sales and IT is now a
In gh Fr Ma et g part of a marketing strategy that focuses more tightly
on customer experience and retention, extending
the impact of marketing through the entire customer
In h s F Ma ing lifecycle. Because marketing complexity is at an
all-time high, with nearly 4,000 tools available, just
17% of marketers can measure Marketing influence
and prove ROI. The necessity for simplifying tech stacks
Ins hts Fr m Mar ting is now driving data-driven and technology-supported
marketing strategies throughout the customer journey.
Ins ts m a e ing
Insights From Marketing
“There is no excuse for not knowing
your customer, and your customers
know it. The opportunity to use
insights to serve them is bigger
than ever and unmissable.”
Corinne Sklar
Global Chief Marketing Officer
Bluewolf, an IBM Company
34 Marketing The State of Salesforce The State of Salesforce Marketing 3533 %
Know Your Data To
Know Your Customer
56% of companies that are using 26% of companies not using of Marketing organizations that are
Salesforce to manage campaigns Salesforce to manage campaigns increasing their investment in AI within
have a complete customer view have a complete customer view
the next 12 months expect AI to have the
greatest impact on qualifying prospects.
Complete Incomplete Complete Incomplete Complete Complete Complete Incomplete Complete Incomplete Complete Incomplete
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The New Marketing
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Power Couple ABM & AI
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The buying cycle is more complex Account-Based Marketing
Incomplete Complete Incomplete Complete Complete Incomplete Incomplete Incomplete Incomplete Incomplete Complete
than ever before. Customers (ABM) with AI can serve as a
Complete Incomplete Complete Incomplete Complete Complete Incomplete Incomplete Incomplete Incomplete Incomplete
are doing their own discovery recommendation engine to
Incomplete Incomplete Complete Complete Complete Complete Incomplete Complete Incomplete Incomplete Incomplete
and search, making it harder for engage with the right person at
Incomplete Complete Incomplete Complete Complete Incomplete Incomplete Incomplete Incomplete Complete Incomplete marketers to distinguish between the right time throughout the
intent to buy and general curiosity. buying cycle. To create a relevant
More and more, marketers customer experience, rather
are realizing the advantage than a path to purchase, 24% of
of enhancing their marketing marketing organizations plan to
technology stacks with AI. integrate AI capabilities within the
Clean data is the key to systems comes nonreportable, Companies that use next 12 months.
personalized customer nonactionable data siloed Salesforce to manage their
engagement. Every customer between platforms. When campaign performance are
touch point is a data point, and marketers have access to insights
over 2x more likely to
yet data inconsistencies pose the across the customer lifecycle,
biggest challenge to Marketing they’re empowered to optimize
have a complete view of “If you’re going to make an investment
organizations that are striving campaigns and prove ROI. The their customer. in Salesforce, you should use all
to measure their influence and best marketing organizations that it brings to the table and take
prove ROI. With so many ways to are beginning to bring Data the opportunity to develop standards
engage with a brand, it’s become Management Platforms (DMP) across your entire organization.
increasingly difficult for marketers in-house to separate signal You’re going to have to build a
to understand who they are from noise, unify data within culture around it, which will take
without a marketing strategy that and outside of Salesforce, and time, but it’s totally worth it.”
prioritizes data governance and serve up relevant content at the
Salesforce integration. In fact, just right time to personalize the
Leslie Cocco Alore
29% of Marketers have a complete customer experience.
Director of Global Marketing
view of their customers. Why?
Operations and Automation
48% say disparate systems are to
Iron Mountain
blame—and with disparate
36 Marketing The State of Salesforce The State of Salesforce Marketing 37Every Marketing
organization is increasing
Lead With its analytics investment
in predictive capabilities
Better Leads
within the next 12 months.
Use Salesforce to
75% predict and automate
With traditional rules-based combined the capability of one or
lead-scoring approaches more Salesforce Clouds, to draw
MQL might as well stand for from a more robust data set. The
“mysterious qualified leads.” best companies are optimizing
Use Salesforce
to anticipate
62%
Today, marketers have all the tools the Marketing-to-Sales lead
they need at their fingertips to handoff by providing data-rich
acquire new customers and use profiles that offer Sales more Use Salesforce to provide
what they’ve learned to optimize than just a snapshot of a lead. By 66% historical data
campaigns. And yet, just 16% of combining marketing data with
marketers surveyed use Salesforce sales opportunity data, Marketing
capabilities to manage the funnel, can improve its lead-scoring Use Salesforce
identify priority accounts, and model with full visibility into to sync data 56%
measure influence and prove engagements with prospects.
ROI. To generate Sales-ready
leads, 24% of marketers have
Don’t use
38% Salesforce
Marketers who integrate Percentage of marketers
marketing and investing in predictive
transactional data are analytics based on how
they use Salesforce
40% more likely to be
able to prove ROI.
Marketing can
prove ROI
Optimize The Moments
That Matter
The customer journey is an insights-driven customer
23% fragmented. Customers expect engagement strategy and
a seamless brand experience anticipate blind spots.
as they move between physical Whether Marketing is
14% and digital channels. The biggest merely syncing data with
challenge of omnichannel Salesforce—31%—or using
marketing is designing and Marketing Cloud with Einstein
delivering 1:1 customer journeys capabilities to predict and
while optimizing media spend— automate the next, best
using the right insights at the action—4%—every Marketing
right time. High-performing B2C organization is increasing
companies recognize Salesforce its analytics investment in
Marketing Cloud Journey Builder, predictive capabilities within
Companies that have
coupled with Einstein Analytics, the next 12 months.
combined clouds
as their best ally to execute
Companies that have
not combined clouds
38 Marketing The State of Salesforce The State of Salesforce Marketing 39Marketing of
The Future Now Setting The Stage
With Programmatic
Campaigns
Salesforce Products
Marketing Cloud
Warner Music Group (WMG) is the only American
music conglomerate worldwide and the third-largest
recording company in the global music industry. Its
CRM team supports 40 offices and territories and
oversees 12 marketing technology platforms among
1,000 business units and across over 1,000 brands.
The WMG CRM team set out to increase engagement
by making sure fans know whenever their favorite
artists are in town.
INSIGHT IDEA IMPACT
When bands go on tour, their Make your fan base Open rates that feel like
fans can be nurtured into fit to scale an opening night
digital groupies
In response to the disruption of To build a fully scalable automated WMG has rolled out its targeted
streaming services and digital email program, WMG developed a fan emails for over 40 complete
download, live-touring is now set of APIs to help route, cleanse, North American tours. Since
the most significant source of and validate fans’ data, as well launching, WMG artist fans are
revenue for artists and labels, as trigger and customize email engaging with their favorite bands
happening with every new album campaigns. With its contextual and are tuned into when artists
cycle and averaging 30 live dates. marketing product partner, will be playing nearby. Email opens
WMG’s email production team StoryPorts, WMG also overlaid the have doubled, and click-through
handles hundreds of email builds Bandsintown Event Widget API rates have tripled. Hundreds of
every month for WMG labels and onto its Salesforce Marketing Cloud production and QA hours are
artists, who all have their own accounts. StoryPorts content radar saved, allowing the CRM team to
“Marketing Cloud made it possible to branded templates. Producing and listens to the BandsInTown API scale other programs even more.
deliver on our value proposition qualifying thousands of emails for particular artists and initiates WMG’s innovative email program
to fans by effectively reaching many that include specific details about an email build. The emails include delivers a personalized experience
audiences in a personalized way upcoming shows in a fan’s area concert ticket links, venue names, that is authentic to the artists and
with relevant information from their required hundreds of production and show dates and locations, fosters fan loyalty.
favorite artists” hours. The segmenting, approval which are pulled from the API.
process, and sending needed to The system identifies the market
be programmatic to be relevant. of the concert and subsequently
creates a geo-targeted segment
Itay Rahat
of the artist’s fan list, via a
Sr. Director, Fan Engagement
programmatically updated filter
& Consumer Marketing Platforms
in Salesforce Marketing Cloud.
Warner Music Group
40 Marketing The State of Salesforce The State of Salesforce Marketing 41In hts F T The growing significance of AI as a market
differentiator means that a business transformation
involves a data transformation too. For IT, creating
a roadmap that prioritizes data governance and
I si s m T management is now a part of their role as a cross-
functional innovation partner. While they own the
technical aspects of their organization’s Salesforce
Ins t rom I Platform, they also serve as an internal catalyst for
business transformation and strategy. Over a third of
organizations report that IT is ultimately responsible
nsi s om T for their Customer Success Platform. More tightly
aligning its tech stacks to business goals, IT is
integrating emerging technologies across business
units that foster the competitive advantage of
I i ts Fr I advanced analytics and AI capabilities.
Insigh F om I
Insights From IT
“An end-to-end business transformation
begins with understanding how
technology can support your people,
not the other way around.”
Cindy Breshears
Chief Transformation Officer
Bluewolf, an IBM Company
42 IT The State of Salesforce The State of Salesforce IT 43When IT Leads,
IT can more effectively
foster a company culture
that embraces AI’s emerging
AI Thrives capabilities when it also
has a greater share of
platform responsibility.
Who understands the
benefits of AI?
39% 28%
Companies where IT Companies where IT
owns Saleforce does not own Saleforce
If IT owns Salesforce,
then an organization’s use
of the platform is 3x more
likely to be optimized for
A reactive approach to innovation is a losing ongoing innovation.
strategy to keep pace with customers’ expectations
in the digital business era. Today, IT is facilitating
business transformation as an internal innovation
partner to foster better customer experiences with
In IT We
IT has a new responsibility to coordinated process improvement
data-driven insights. Business units are increasingly
achieve outcomes based on and cost optimization,
relying on IT to integrate speed, agility, and the
what Sales cares about with is associated with more platform
Trust
competitive advantage of AI-powered capabilities
some degree of balance between responsibility in the hands of IT
into how they deliver customer experiences. 16%
the two roles; otherwise, it’ll than Sales. An organization that
more employees understand the opportunity for
revert back to business as can sustain a predictable use of
AI to benefit their business if IT is at the helm of
usual. An equal percentage of Salesforce can further advance its
their Salesforce org. While much of IT’s work goes
organizations—33%—designate use of the platform by transferring
unseen, they’re now at the forefront of driving
the responsibility of Salesforce to a greater share of ownership to IT
customer interaction through tech-based initiatives,
either Sales or IT. However, greater than Sales.
such as improving data management capabilities
Salesforce platform maturity, in
for proactive customer engagement and leveraging
which there is continuous and
Salesforce data through advanced analytics.
44 IT The State of Salesforce The State of Salesforce IT 45Stop Saving Data The sheer volume of data available Organizations investing
for analysis has exploded, in the Salesforce
so it’s hardly surprising that many Platform are over 2x
For A Rainy Day organizations are concerned
about how dark data will affect
more likely to also be
investing in AI.
their futures. The best companies
are looking to shape customer
and employee experiences with
dark data analysis and a more
Is your organization investing complete database for their
in Dark Data Analytics? advanced analytics. However,
only one-fifth of organizations
are analyzing dark data, with an
additional 27% looking to invest
within five years. It’s human nature
21% to hold on to things “just in case,”
and data is no exception. Many
25%
of organizations not using
organizations will store data just
because they don’t know what
else to do with it, but the best
53% The Salesforce Platform
are investing in AI
of organizations using
companies are taking care of their
The Salesforce Platform
dark data as a necessary first step
Yes, we are are investing in AI
of their organization’s journey to
investing
13%
adopting and making the most of
in dark data AI capabilities.
analytics.
No, but we
expect to
14%
invest within
the next
12 months.
No, but we
expect to
52%
invest in
the next
1–5 years.
The Salesforce
While over half of
companies are in the
Platform Finds 35% of IT professionals expect to purchase AI or
early stages of dark data
analytics investment,
A Friend in AI platforms that have embedded AI capabilities within
the next 12 months, with the biggest opportunity for
multichannel innovation being AI. The best companies
many are unable to
are enhancing both employee-facing and customer-
justify priority in dark facing applications with intelligence capabilities
data analysis—either that can surface insights using Salesforce data to
because they lack the automate tasks, augment knowledge, and deliver more
skills and maturity, or personalized experiences and timely, relevant offers to
No, we are customers. Investment in the Salesforce Platform
they are simply too busy
not looking is increasing in step with AI.
keeping the lights on.
into it.
46 IT The State of Salesforce The State of Salesforce IT 47Salesforce
92% of employees believe they can use Salesforce
to drive innovation in their business if their company
has transitioned or plans to transition to Salesforce
Lightning Lightning—compared with 76% in companies that
have not or don’t plan to. The best companies are
prioritizing the transition from Classic to Lightning,
Breeds not only for the immediate benefit to the employee
experience with an enhanced UI, but also to enable
Innovation
the business as a whole with capabilities that support
ongoing innovation. 68% of respondents report that
their company’s transition took less than 12 months.
Confidence
Lig ng Ins ts
Li tning I si ts 67% of Lightning users
experience greater ease
and speed in updating
and accessing information
L nin In hts they need to complete 12%
their day-to-day tasks. 1%
Li ing I gh s 7%
With Salesforce
Lightning, which
6%
Li ni igh s task is now
easiest for you?
36%
3 %
htn ng I hts 4%
Lightning Insights
31%
Finding Information Collaborating
Accessing Information Sharing Information
Managing Relationships Updating Information
Creating Content Resolving Exceptions
48 Lightning The State of Salesforce The State of Salesforce Lightning 49Lightning Sparks
Organizations with Salesforce
Lightning are 3x more likely
to be investing in AI within
AI Investment the next 12 months.
69%
Use Lightning and are
investing in AI
60%
Don’t use Lightning and aren’t
investing in AI
More than a refreshed UI, Lightning is the future
of Salesforce and necessary for businesses to
use Salesforce Einstein capabilities. 60% of
organizations that have or expect to transition
to Lightning within the next 12 months also plan
to invest in Einstein Analytics. While moving to
Lightning may not be an immediate transition
for every organization, the best companies view
Lightning as a long-term investment in accelerating
the adoption of AI capabilities across their business.
28%
Use Lightning and aren’t
investing in AI
22%
Don’t use Lightning and are
investing in AI
“Never underestimate the value of the
employee experience. An internal
transformation defines the quality
of an external one.”
Lou Fox
Chief Technology Officer
Bluewolf, an IBM Company
50 Lightning The State of Salesforce The State of Salesforce Lightning 51Simplify Orgs To
Jumpstart AI Either through growth, M&A, or the nature of
the business, it is common that organizations
have multiple instances of Salesforce. Among
organizations with a multi-org footprint, 60% plan
to “rationalize” (consolidate) their current Salesforce
orgs in the next 12 months. The rising importance
of centralized data and the ability to cross-sell
and service customers across multiple channels is
causing organizations to reconsider their Salesforce
G al In hts footprint. Specifically, AI is spurring a trend toward
consolidation and recentralization of CRM data,
enabling valuable intelligence to be extracted from
a complete set of customer data.
G bal Ins ts
G l Ins s
Glo l Insi ts
64% of the companies
64% that are consolidating
G al Ins ts their Salesforce orgs in
the next 12 months are
also planning to invest
Gl al In h s in AI capabilities.
Global Insights
21%
Not investing
in AI
15%
Investing
in AI Don’t know yet
52 Global The State of Salesforce The State of Salesforce Global 53Why Wait? Eliminate
As the size of Salesforce data
footprints continue to grow,
it’ll become increasingly important
The Cross-Border to ensure your orgs are secure.
Data Risk
No Awareness 56% Aware and
Researching
Issues
20%
Trust is a key tenet of the to ensure the privacy and
Salesforce platform, but as confidentiality of that data to meet
44% 64% 35% 17%
more organizations expand both regulatory and internal data
their Salesforce investment compliance policies. 55% 27%
across several countries, 62% Certain countries and regions
are unaware of data residency also have specific provisions for
mandates and without a strategy cross-border data transfers, and 27%
to ensure compliance. For all Salesforce customers should be
customers who use Salesforce to aware of potential implications.
store PII, sensitive, confidential,
or proprietary data, they need
57%
Aware and Aware and
Seeking 15% Action Taken
Guidance 9%
“We are charged with providing depth 15% 15% 7% 4%
and fidelity in solutions so our 10% 8%
3%
clients can grow. There are subtle 13%
decisions around data residency that
can help us optimize the approach.”
UK IND,SP,NZ,FR,GER
Glen Stoffel
AUS US
General Manager, Europe
CAN
Bluewolf, an IBM Company
54 Global The State of Salesforce The State of Salesforce Global 55Better Together
The AppExchange
T e App nge More than just a place where apps can be bought and sold, the
Salesforce AppExchange is at the center of an ecosystem built around
the Salesforce platform. The newly established Salesforce AppExchange
he A nge
Partner Program and Salesforce Platform Fund accelerate the virtuous
cycle of best-in-breed app development. If you don’t already know
what you’re looking for to suit your needs, you may be overwhelmed
by the more than 3,000 apps available to choose from. Exploring the
AppExchange is a part of your Salesforce journey, so here are some tips
h AppEx ge for how you can take advantage of it.
T A ange
Build better apps. Developers can Salesforce evangelists within a
choose among hundreds of free company, such as administrators or
e A Ex nge applications that are distributed as IT, can look to the AppExchange for
unmanaged packages. With full access solutions that extend and reinforce
to source code, you can modify or extend company-wide platform adoption.
apps as needed, instead of building See what products are available to
T e App nge them from scratch. You can also improve employee experience and
augment Salesforce or create new encourage employees to stay in the
applications with Lightning Components, platform. The AppExchange is useful as
using the Lightning App Builder. a first stop to see what could help.
The AppExchange
Be mindful of platform compatibility. ISVs and Salesforce have their
Many of the products on the own annual release schedules that
AppExchange are plug-n-play or present new possibilities and add
out-of-the-box, but know that set-up new capabilities. It’s helpful to have
isn’t always as straightforward if you a trusted consulting partner who can
have a highly customized Salesforce org. identify the best-in-class solutions
Understand what you’re investing in, that are the right fit for your company’s
and be sure components are compatible platform requirements and knows
to what you already have. which capabilities to seek out for
specific use-cases.
56 The AppExchange The State of Salesforce The State of Salesforce The AppExchange 57AppExchange Customer
Choice Awards This year, we asked Salesforce customers to name
their top AppExchange partners. The top two ranking
solutions represent the speed and ease that comes
with digital–progressing past paper-pushing and
onto seamless, automated experiences for employees
and customers alike.
Conga made its AppExchange Salesforce-native contract DocuSign debuted on the users in 188 countries to sign,
debut more than a decade ago lifecycle management (CLM) AppExchange in 2010 and has send, and manage documents
with its document generation product that is designed to since become the most popular anytime, anywhere, on any device,
app, Conga Composer. Since then, work with Salesforce CPQ. eSignature app. With a native with confidence. Almost 65% of
Conga has become a Platinum With industry-recognized Salesforce1 app and a solution documents are completed within
ISV Partner and added Conga products and support, Conga that’s suited for all Salesforce one hour, and over 80% within
ActionGrid, Conga Novatus, and is extending the capabilities of Clouds, DocuSign is changing one day, driving huge time and
Conga Contracts to its solutions. Salesforce for more than 615,000 how business gets done by cost savings.
The most recent addition, Conga users in 45+ countries. empowering over 300,000
Contracts is an enterprise-grade companies and 200 million
We’re in the business of simplifying
business for more than 300,000 companies
around the world, and delivering
targeted value for those who use
“We’re proud of the community Salesforce makes that feel exciting each
we’ve been able to build within and every time.
the Salesforce ecosystem.”
Bob DeSantis Mark Register
COO SVP Business Development
Conga Docusign
58 The AppExchange The State of Salesforce The State of Salesforce The AppExchange 59How We Created This Insights From
Report With IBM Watson Watson Discovery
And Salesforce Einstein Services
Watson Discovery Services help tagged as positive, neutral, and
gather insights from large amounts negative by sentiment analysis.
of data, like our State of Salesforce In creating this year’s report,
survey responses. Discovery also we used Watson Discovery to
comes with a Watson News data validate top trends through the
set, a public data set that is pre- sentiments insights associated
enriched with insights, including with them.
the percentage of documents
With the announcement of the size, and industry, and to Augmented Intelligence Innovation Actionable Insights
IBM-Salesforce landmark global quickly capture trends among
strategic partnership comes Sales, Service, Marketing and Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive
unprecedented CRM capabilities IT respondents. Positive Positive Positive Positive Positive Positive Positive Negative Positive Positive Positive Positive Positive Positive Positive
and a new frontier of innovation Positive Positive Positive Positive Negative Neutral Positive Positive Positive Negative Positive Positive Positive Positive Negative
opportunities with Salesforce. Simultaneously, IBM Watson
Positive Negative Positive Positive Positive Positive Negative Positive Negative Positive Positive Negative Positive Positive Positive
This year, Bluewolf combined the Discovery scanned news sources,
Positive Positive Positive Positive Positive Positive Positive Positive Negative Positive Positive Positive Positive Positive Positive
intelligence of IBM Watson, attaching a sentiment rating to the
Positive Positive Positive Positive Positive Positive Negative Positive Positive Negative Positive Positive Positive Negative Positive
the leading AI platform for top trends we identified by using
Positive Positive Positive Positive Positive Positive Negative Positive Positive Positive Positive Positive Positive Positive Positive
business, with Salesforce Einstein, Einstein Data Discovery.
Positive Positive Negative Positive Positive Negative Positive Negative Positive Positive Positive Positive Negative Positive Positive
AI that powers the world’s #1 CRM, These analytics enabled us to
to develop insights for this report. validate insights from the data. Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive
Positive Negative Positive Positive Positive Positive Negative Positive Negative Neutral Positive Negative Positive Positive Positive
For creating The State of Our sixth-annual State of Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive
Salesforce, we asked Einstein Salesforce Report demonstrates a Positive Positive Positive Negative Positive Positive Negative Positive Negative Positive Positive Positive Positive Negative Positive
to analyze specific data sets: real-world use case for combining Positive Positive Positive Positive Positive Negative Positive Positive Positive Positive Positive Positive Positive Positive Positive
to discover patterns based the intelligence capabilities of Positive Positive Negative Positive Positive Positive Positive Negative Positive Negative Positive Positive Negative Positive Positive
on demographic information, Watson and Einstein for data- Neutral Positive Positive Positive Positive Positive Positive Positive Positive Positive Negative Positive Positive Positive Positive
including region, role, company driven decision making. Positive Positive Positive Positive Positive Positive Positive Negative Positive Positive Positive Positive Positive Positive Positive
Positive Negative Positive Positive Negative Positive Negative Positive Positive Negative Positive Negative Positive Positive Negative
Positive Positive Positive Positive Positive Positive Positive Negative Negative Positive Positive Positive Positive Positive Positive
Positive Positive Positive Negative Positive Negative Positive Positive Negative Positive Positive Positive Positive Negative Positive
“We’re at this inflection point, where Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive Positive
AI is able to answer customers with
solutions–and how those solutions can
directly impact business outcomes.” 90% Positive 74% Positive 89% Positive
9% Negative 24% Negative 11% Negative
1% Neutral 2% Neutral
Adam Bataran
Managing Director
Global Platforms
Bluewolf, an IBM Company
60 Watson The State of Salesforce The State of Salesforce Watson 61You can also read
