Salesforce chief strategy officer: Why it’s a transformativ…



Customer service is going through one of the most transformative times in history and being turned on its head as organisations look to drive integrated engagement across the customer lifecycle.

That’s the view of Salesforce Marketing Cloud global chief strategy officer, Jon Suarez-Davis, who caught up with CMO at the vendor’s recent Connections event in Chicago to discuss the latest product integrations across its cloud platform offerings, as well as the impact a growing push to unify marketing, commerce, service and sales is having on the way customer experience is managed by organisations.  

The Connections event is a reflection both of the evolution of Salesforce’s Marketing Cloud offering, and the vendor’s growing ambition to support an integrated, cross-functional approach to B2C engagement. The foundations for this year’s event include the original Connections conference held by ExactTarget, which  Salesforce acquired in 2013, along with Krux’s Data Matters (Salesforce acquired Krux in 2016) and Demandware Xchange (also acquired by Salesforce in 2016).

Jon Suarez-Davis
Jon Suarez-Davis

The big topic of the week was integration, a not surprising theme given the vendor’s growing portfolio of products and the maturity of its Marketing Cloud offering. A number of strategic product integrations were unveiled across the Marketing, Commerce and Service Cloud offerings, as well as fresh functionality through its partnership with Google Analytics and Google 360.

For Suarez-Davis, the Salesforce/Google partnership was most significant news coming out of the event, with the pair offering marketers the ability to bring Marketing Cloud audiences and insight together with insights gleaned through Google Analytics.

Specifically, the two vendors are offering the ability for users to pool Marketing Cloud and Google-based insights into one dashboard, as well as push campaign data into Analytics 360, allowing them to tap into these insights in order to tailor Web content appropriately by seeing how granular content is performing.

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