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BrightEdge Share15 - 30: Digital Elevation: Transformation - Woodson Martin
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Transcript of BrightEdge Share15 - 30: Digital Elevation: Transformation - Woodson Martin
The lines are blurringMarketing Cloud
Woodson Martin, SVP, Marketing Cloud, Salesforce
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if
any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-
looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of
product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of
management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments
and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our
service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of
growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and
any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain,
and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling
non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the
financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form
10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the
Investor Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may
not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently
available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
Safe Harbor
May
2011
Aug
2012
#DF12
July
2013
Nov
2013
Journey
Builder
Launch
24 months since ExactTarget acquisition
Audience Personalization
Journey
Content
Social
Mobile
Web AdvertisingApps
Service
Community
The Customer Success Platform
2,700+ Partner Apps
Open Ecosystem
WorkflowData &
Objects Identity
Fast App Dev & Customization
AnalyticsCollaborationMobile UI
Scalable Metadata Platform
Complete CRM
Trusted Multitenant Cloud
AnalyticsCommunityMarketingServiceSales Apps
4 Unprecedented
Technology Shifts
Everyone (and everything)
is continuously connected
Product Experience is
Customer Experience
Traditional Boundaries of
Enterprise Software
are Vanishing
It’s a Journey-Based,
Post-App World
“Big Data” Means
“All Data”It’s about transformation, not
Technology-Based
Differentiation
4 Unprecedented
Technology Shifts
Everyone (and everything)
is continuously connected
Product Experience is
Customer Experience
Traditional Boundaries of
Enterprise Software
are Vanishing
It’s a Journey-Based,
Post-App World
“Big Data” Means
“All Data”It’s about transformation, not
Technology-Based
Differentiation
Systems ofRecord
Systems ofEngagement
Systems ofIntelligence
Unprecedented Technology Shifts
Data
Science
Cloud
Mobile
Social
4 Unprecedented
Technology Shifts
Everyone (and everything)
is continuously connected
Product Experience is
Customer Experience
Traditional Boundaries of
Enterprise Software
are Vanishing
It’s a Journey-Based,
Post-App World
“Big Data” Means
“All Data”It’s about transformation, not
Technology-Based
Differentiation
The Always Connected Consumer
4 Unprecedented
Technology Shifts
Everyone (and everything)
is continuously connected
Product Experience is
Customer Experience
Traditional Boundaries of
Enterprise Software
are Vanishing
It’s a Journey-Based,
Post-App World
“Big Data” Means
“All Data”It’s about transformation, not
Technology-Based
Differentiation
Map the shopper and user journey
Drive mobile app downloads
Connect physical toy to digital experience
Drive adoption and use of toys
It’s about the Journey
Mattel Film
The Future of MarketingBusinessis 1:1 Customer Journeys
Marketing
Community
ServiceSales
Apps
Analytics
4 Unprecedented
Technology Shifts
Everyone (and everything)
is continuously connected
Product Experience is
Customer Experience
Traditional Boundaries of
Enterprise Software
are Vanishing
It’s a Journey-Based,
Post-App World
“Big Data” Means
“All Data”It’s about transformation, not
Technology-Based
Differentiation
Blurring the Lines of Enterprise Software
Sales Service Marketing Community Analytics Apps
Brands Need a Customer Success Platform
SalesService
Marketing
CommunityApps
Analytics
Driven by customer expectations of a seamless experience
4 Unprecedented
Technology Shifts
Everyone (and everything)
is continuously connected
Product Experience is
Customer Experience
Traditional Boundaries of
Enterprise Software
are Vanishing
It’s a Journey-Based,
Post-App World
“Big Data” Means
“All Data”It’s about transformation, not
Technology-Based
Differentiation
“We need to proactively manage
our subscriber’s journey from
anonymous visitor to full-price subscriber.”anonymous visitor to full-price subscriber
Free Registered
Users
Intro Offer
Subscribers
Full Price
Subscribers
Anonymous
Visitors
Anonymous
Visitors
Free Registered
Users
Intro Offers
Subscribers
Full Price
Subscribers
WSJ interaction
On the way with JD and Matt F.’s help
Journey Thinking
“What you’ve done is bridge the gap
between how an executive thinks
about customer experience and the
actual customer experience.”
Katie Vanneck Smith
Chief Customer Officer
Dow Jones
Fitbit map
4 Unprecedented
Technology Shifts
Everyone (and everything)
is continuously connected
Product Experience is
Customer Experience
Traditional Boundaries of
Enterprise Software
are Vanishing
It’s a Journey-Based,
Post-App World
“Big Data” Means
“All Data”It’s about transformation, not
Technology-Based
Differentiation
Uber Customer Journey
Uber Customer Journey
“We lose customers when they move.
We need to start an ‘easy move program’
when we know a customer is moving.” customer is moving
customer is moving
“Let’s warn our customers before
they drive into a hail storm.”drive into a hail storm
drive into a hail storm
“We need to identify customers
who forget to brush their teeth.”forget to brush their teeth
forget to brush their teeth
4 Unprecedented
Technology Shifts
Everyone (and everything)
is continuously connected
Product Experience is
Customer Experience
Traditional Boundaries of
Enterprise Software
are Vanishing
It’s a Journey-Based,
Post-App World
“Big Data” Means
“All Data”It’s about transformation, not
Technology-Based
Differentiation
The Open Source Revolution
The Role of People & Business Transformation
A Change Management Model
A Change Management Model
CEO
Intern
CMO
Developer
Project
Manager
Designer Developer
Marketing
Manager
Community
Manager
Thank you