1
CRM : A Game-Changer in
Digital Transformation

2
Transform to succeed: The importance of change
management during a digital transformation”
San d ra Di G reg o rio ,
head of change management INK

3
All
transformation
projects are
transforming
business

4
Return on Investment of Change Management
“Organizations that effectively implement change management
practices see a 143% return on investment (ROI) on their
initiatives.”
McKinsey Quarterly

5
50% of
transformatio
n initiatives
fail

6
34%
of transformation are
clear success
Lack of clear strategy and goals
Resistance to change
Inadequate resources
and capabilities
Technical solution
Design, Develop, Deliver
Change
Management
Engage, Adopt, Use
* Source : Changing Change Management, An open-source approach, Gartner Inc., 2019

7
After pandemic
and turbulent
times, people are
more inclined to
change

8
Fear of the unknown
1
Lack of trust or credibility
3
Comfort with status quo
4
Loss of control
2

9
When a
transformation is
well-planned and
you invested in the
right technology,
people will adopt
fast

10

11
The best time to
involve change
management is prior
to the go-live, as soon
as there is a need for
communication and
training

12
Where we think user adoption begins
Where it really begins
GO LIVE
INVOLVEMENT
CHANGE
MANAGEMENT
GO LIVE
INVOLVEMENT CHANGE
MANAGEMENT BENEFIT REALIZATION

13
Sponsors are the
most important
person for a
successful
change

14
We all have a role to play to
lead teams through the
transformation journey

15
From Vision to Adoption
Vision
Organisation
Analysis
Change
Impact
Assessment
Change Roadmap
Measure,
Change toolkit
Mobilisation of
Change network
Communication
Feedback
Sessions
Engagement
workshop
Training
s

16
Change
Management
accounts for
17% of project
success
Source: How to Increase Your IT Project Success Rate, Gartner, 2011

17
Process, technology
& People readiness,
willingness and
ability
Collective and
sustainable
results

18
Agenda
Introduction
1.
Digital transformation of Public sector
2.
Use case
3.
Q&A
4.

19
Customer Relationship Manager
1.
Citizen

20
Digital
Transformation of
Public Sector

Dr. Carolin Möller
Senior Manager Digital Transformation
Public Sector

22
Our market perspective
1.
What is Salesforce for Public Sector?
2.
Success Stories
3.
How to transform successfully?
4.
Q&A
5.

Our market perspective

Climate
Change
Natural disasters are
growing in frequency and
intensity. Governments
need to quickly respond to
disasters and take steps to
mitigate climate change
(IPCC)
Geopolitical
Conflict
Russia’s invasion of
Ukraine is having a
destabilising effect on the
global economy; cyber
attacks from state and non-
state actors continue to
intensify (OECD)
Energy
Crisis
Geopolitical conflicts,
macroeconomic trends,
and the transition to green
energy have led to high
energy prices–a top priority
for policy-makers across
Europe (IEA)
Declining
Workforce
Europe's working-age
population is expected to
decrease by about 13.5
million (4%) by the
decade's end. Automation
will be key to deal with this
trend (McKinsey)
Economic
Downturn
Driven by inflation, higher
interest rates, supply chain
issues, and other factors,
global growth is slowing
(World Bank)
The Public Sector in challenging times
Governments need to find ways to cut costs & increase impact while mitigating risks

“Our country and the European
continent can overcome this
crisis. (...) It is also a moment that
allows us to make a huge step
forward.”
Challenging times as catalyst for change
— Alexander De Croo

What governments need to focus on in challenging times?
Control Risks
Boost Efficiency
Maximise Impact
Enhance Citizen Experience
4
1 2
3
Crisis is a Catalyst
for Innovation &
Transformation

What is Salesforce for the
public sector?

Salesforce Customer 36O
#1 CRM Platform for Public Sector Digital Transformation
Success: Maximize return on investment
Public Sector Solutions : Fast time to value
Platform: Innovate fast with low code
Professional Services
Success Plans
Partner Experts
Partner Apps
Trailblazers
Trailhead
AppExchange
Grant Management
Crisis Management
Education
Employee Experience
Eligibility Engine
Complex Case Fundraising
Licence, Permits,
Inspections
Talent Management
Dynamic forms
Data Cloud
Einstein AI
Flow Automation
DevOps
Integration
Events
Security
Hyperforce
Relationship Management
Case Management
Collaboration
Integration
Data Insights
Platform for Public Services
Relationship Management
Case Management
Platform for Public Services
Collaboration
Integration
Analytics & Insights
Build Apps & Automate
Citizen Engagement/Outreach
Public Health

Public Sector
Outreach &
Communication
Collaboration Insights
Case Management Integration
Purpose-Built
Applications
Salesforce Customer 36O for Public Sector
Accelerate mission success now

CONFIDENTIAL
Applications Authorizations Benefits Budgets Claims
Complaints Emergency Requests Employee Concierge
Funding &
Disbursements
Fees
Programs Referrals Regulatory Codes Service/Care Plans
Violations &
Enforcement
Public
Sector
Functions
Public
Sector
Apps
Industry
Common
Layer Toolkit
Platform
Engagement
Layer
Intake Assessment Delivery Monitoring
Web Bot Chat Email Phone Mail In Person
Service Cloud
Benefit
Management
Emergency
Program
Management
Composable Case
Management
for Social Care
Inspections
Management
Grants
Management
License &
Permit
Management
A Composable Stack for the Public Sector
Employee
Experience
Relationships
Document
Management
Guided
Flows
Rules Engine
& Automation
Data
Integration
Visualizations Action Plans &
Interactions

Success Stories

Private entities like hotels
and ngo’s can offer shelter
to refugees that are fleeing
the crisis in Ukraine. These
private entities are able to
offer available beds and
rooms through a built-in
portal.
Salesforce helps a regional government in Europe with
the housing of Ukrainian refugees

With Salesforce citizens will
have a single and consistent
point of access to all front-
end municipal services.
Tilburg always has the
option to configure
workflows in parallel, tailored
to the process on the
backend.
Gemeente Tilburg delivers digital public services on the
Cloud

The New Mexico Regulation and
Licensing Department digitally
transformed their licensing and
permitting processes and system
to bridge silos, work cross-
functionally, and create a single
source of truth for all of New
Mexico’s licenses
A modern licensing system that is truly customer
centric

How to transform
successfully?

Governments Face Challenges to Digital Transformation
Legacy Systems
Bureaucracy
Workforce
Cyber
Not clear where to
start
Government

License, Permit & Inspection Demo
Schedule the Inspection
Review and Approval of the request
Application is complete and meets government
requirements
License for a new restaurant
Online guided process
Complete the
Inspection
Guided process
Geoff Duckwall - Business Owner
Brenda Miller- Compliance Officer
David Albert - Reviewer
Kaylee Kwan- Inspector
Business License Approved

Timo Verbrugghe
Industry Solution Advisor, Salesforce
Alexandre Vandermeulen
Head of Marketing Technologies, INK Consulting (NRB)
How to enhance customer
knowledge through different entry
points and data transformation using
Data Cloud?

Forward Looking Statements
This presentation contains forward-looking statements about, among other things, trend analyses and future events, future financial performance, anticipated growth, industry prospects, environmental,
social and governance goals, and the anticipated benefits of acquired companies. The achievement or success of the matters covered by such forward-looking statements involves risks, uncertainties
and assumptions. If any such risks or uncertainties materialize or if any of the assumptions prove incorrect, Salesforce’s results could differ materially from the results expressed or implied by these
forward-looking statements. The risks and uncertainties referred to above include those factors discussed in Salesforce’s reports filed from time to time with the Securities and Exchange Commission,
including, but not limited to: impact of, and actions we may take in response to, the COVID-19 pandemic, related public health measures and resulting economic downturn and market volatility; our ability
to maintain security levels and service performance meeting the expectations of our customers, and the resources and costs required to avoid unanticipated downtime and prevent, detect and remediate
performance degradation and security breaches; the expenses associated with our data centers and third-party infrastructure providers; our ability to secure additional data center capacity; our reliance
on third-party hardware, software and platform providers; the effect of evolving domestic and foreign government regulations, including those related to the provision of services on the Internet, those
related to accessing the Internet, and those addressing data privacy, cross-border data transfers and import and export controls; current and potential litigation involving us or our industry, including
litigation involving acquired entities such as Tableau Software, Inc. and Slack Technologies, Inc., and the resolution or settlement thereof; regulatory developments and regulatory investigations involving
us or affecting our industry; our ability to successfully introduce new services and product features, including any efforts to expand our services; the success of our strategy of acquiring or making
investments in complementary businesses, joint ventures, services, technologies and intellectual property rights; our ability to complete, on a timely basis or at all, announced transactions; our ability to
realize the benefits from acquisitions, strategic partnerships, joint ventures and investments, including our July 2021 acquisition of Slack Technologies, Inc., and successfully integrate acquired
businesses and technologies; our ability to compete in the markets in which we participate; the success of our business strategy and our plan to build our business, including our strategy to be a leading
provider of enterprise cloud computing applications and platforms; our ability to execute our business plans; our ability to continue to grow unearned revenue and remaining performance obligation; the
pace of change and innovation in enterprise cloud computing services; the seasonal nature of our sales cycles; our ability to limit customer attrition and costs related to those efforts; the success of our
international expansion strategy; the demands on our personnel and infrastructure resulting from significant growth in our customer base and operations, including as a result of acquisitions; our ability to
preserve our workplace culture, including as a result of our decisions regarding our current and future office environments or work-from-home policies; our dependency on the development and
maintenance of the infrastructure of the Internet; our real estate and office facilities strategy and related costs and uncertainties; fluctuations in, and our ability to predict, our operating results and cash
flows; the variability in our results arising from the accounting for term license revenue products; the performance and fair value of our investments in complementary businesses through our strategic
investment portfolio; the impact of future gains or losses from our strategic investment portfolio, including gains or losses from overall market conditions that may affect the publicly traded companies
within our strategic investment portfolio; our ability to protect our intellectual property rights; our ability to develop our brands; the impact of foreign currency exchange rate and interest rate fluctuations on
our results; the valuation of our deferred tax assets and the release of related valuation allowances; the potential availability of additional tax assets in the future; the impact of new accounting
pronouncements and tax laws; uncertainties affecting our ability to estimate our tax rate; uncertainties regarding our tax obligations in connection with potential jurisdictional transfers of intellectual
property, including the tax rate, the timing of the transfer and the value of such transferred intellectual property; uncertainties regarding the effect of general economic and market conditions; the impact of
geopolitical events; uncertainties regarding the impact of expensing stock options and other equity awards; the sufficiency of our capital resources; the ability to execute our Share Repurchase Program;
our ability to comply with our debt covenants and lease obligations; the impact of climate change, natural disasters and actual or threatened public health emergencies; and our ability to achieve our
aspirations, goals and projections related to our environmental, social and governance initiatives.
Updated: September 28, 2022

Why did Salesforce build Data Cloud?
Today’s Agenda
How Does Data Cloud Work?
How Customers Use Data Cloud Today
Next Steps and Q&A

1 in 3
Salesforce State of the Connected Customer 2022
Siloed
Data
Real-Time
Expectations
Salesforce State of the Connected Customer 2022
Real-Time Customers
of customers say
companies treat
them as a number
56%
Companies
976
different
applications
The average
company has
Cookieless
Future
Explosion of Data

Marketing Team (s)
Online Advertising Team
Commerce Team (s)
Service Team (s)
Analytics Team (s)
R&D, Finance Team (s)
Companies Cannot Deliver Growth and Efficiency Without
a Unified Profile / Single Source of Truth
C-Suite
How can we build customer
experiences that are
personalized, builds trust,
and ultimately drives growth
in the era of increasing
government regulations?
Siloed
Customer Data
Customer data is
fragmented, preventing
seamless experience
Business Units
Products/Brands
Regions

Data is contributing directly to ALL departments
creating value through AI and Automation
Matt Bornstein, Martin Casado, and Jennifer Li

1. Multi-Cloud, Multi-Org implementations
require heavy integration work
1. Customers must rebuild data models in Data
Lakes/3rd Party Systems
1. High IT costs to store, manage, and
transform data with warehouse providers
1. Loss of Salesforce Security, Governance,
and Permissions
1. Data latency preventing real-time insights
Making Sense of Your Customer Data is Too Hard
Data collection, prep, and consumption is complicated and costly
Data
Warehouses
Custom
Apps
Packaged
Apps
Customers/
Partners/Suppliers
Cloud
Platforms
SaaS
Social
Mobility &
Devices
SA
P

Today’s answer requires building this
https://a16z.com/2020/10/15/the-emerging-architectures-for-modern-data-infrastructure/
● Declarative data models
● Integration with all touchpoints
● Citizen developers and analysts to
access
● Control to the business owner
● ISV extensibility
● Easy Compliance (SOX/ GDPR)
● Security: Trust is compromised
● Extract, Load, Transform (ELT)
● De-duplication of effort
This is expensive,
and still does not enable:
Massively complex and expensive data infrastructure

Salesforce Genie
Connect
Harmonize all your customer data at scale, from any source,
with out-of-the-box connectors
Unify
Anticipate customer needs and preferences with unified
profiles that adapt to their activity in real time
Activate
Activate unified data across the Customer 360 to create
personalized, automated experiences
Salesforce Data Cloud
Power your customer company with unified,
real-time data
Introducing

Data Cloud
Hyperforce Infrastructure
Einstein Intelligence
Flow Automation
Lightning App Dev
Data Cloud Integrated Natively
with Customer 36O

Why did Salesforce build Data Cloud?
Today’s Agenda
How Does Data Cloud Work?
How Customers Use Data Cloud Today
Next Steps and Q&A

How Data Cloud Works
Analyze & Predict
Analytics and
Insights
Business
Intelligence
AI Predictions
Act
Apps and
Actions
Flows
Activations
Data Sources
Any
Device
3P Cloud Storage
CRM Data
MuleSoft
APIs & SDKs
1P Data
Unify
Customer Graph
Harmonize
Data Models
Connect
Batch and
Streaming
Ingestion
Scale Data

Real-Time & Unified
Customer Profiles
B2B/B2C
Customer
Data
B2B & B2C
Unified
Customer Graph
Real-Time
Customer Magic
Across Any Channel
VIP
Web
App, MMS, SMS,
Push, OTT
Email
Social
Advertising
Sales
Commerce
Loyalty
Service
TV, Wifi &
Mobile
Subscription
Usage
TelCo provides Real-Time Customer Service & Up-Sell
With Data Cloud
Unified Intelligence
Dashboards & AI Insights
TelCo
TV Box
TelCo
Wifi Box
B2B Org
B2C Org
B2C-to-B2B Cross-
Sell
& Up-Sell
Analyze Customer
Behaviour
Real-Time
Customer Service

Source: Casey’s Customer Story, 2021
Data Cloud for Marketing
Bring magic to every moment
with a single source of truth
Automatically connect all your data
Unify data from Salesforce and beyond in real-time to
reconcile identity for a complete picture of each individual
Build intelligent audiences, faster
Use unified data to build and activate high-value audiences.
Make every engagement personalized, cost-efficient, and scalable
across email, mobile, web, and advertising with automation
Act on real-time data and insights
Make better decisions faster by understanding your customer
in any moment with AI-powered intelligence and analytics
Extend your data with an open ecosystem
Extend your data with partners to enrich customer profiles,
drive personalization at scale, and accelerate automation
faster
segmentation*
30X

Understand the whole health of patients
Data Cloud for Health
Build a Holistic Health Profile of the Patient
Gain a holistic view of each patient’s health with clinical and
nonclinical factors - from medical, demographic, claims, social, and
behavioral - in one profile
Optimize Patient Outcomes with Contextual Actions
Match the patient to the best interventions and track trends across
populations to achieve better health outcomes
Drive Real-Time Patient Engagement
Influence behavioral change at scale and increase adherence with
proactive education and health reminders
Extend Your Health Data with an Open Ecosystem
Extend your data with partners to enrich patient profiles,
drive personalization at scale, and accelerate automation

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Data Cloud

Why did Salesforce build Data Cloud?
Today’s Agenda
How Does Data Cloud Work?
How Customers Use Data Cloud Today
Next Steps and Q&A

Connecting Data

How Data Cloud Works
Data Sources
Any
Device
3P Cloud Storage
CRM Data
MuleSoft
APIs & SDKs
1P Data
Connect
Batch and
Streaming
Ingestion
Scale Data

Data In
Salesforce Data
50+ 3rd-Party Apps &
Sources
3rd Party Data
Snowflake
Cloud-based File Storage
Ingest Methods
Native
Connectors
and APIs
AppExchange
Salesforce
Data Pipelines
Data sharing/BYOL
Access Snowflake data
from Salesforce via zero-
copy data sharing
Data Cloud
NEW
Data Cloud Connects to ALL datapoints

Salesforce Genie Home Data Lake Objects
Salesforce Genie

Harmonizing data into
1 organization-wide data
model

Salesforce Genie

How Data Cloud Works
Data Sources
Any
Device
3P Cloud Storage
CRM Data
MuleSoft
APIs & SDKs
1P Data
Unify
Customer Graph
Harmonize
Data Models
Connect
Batch and
Streaming
Ingestion
Scale Data

Data Model
Salesforce Genie Identity Resolutions

Making your data
accessible, actionable
& intelligent

How Data Cloud Works
Analyze & Predict
Analytics and
Insights
Business
Intelligence
AI Predictions
Act
Apps and
Actions
Flows
Activations
Data Sources
Any
Device
3P Cloud Storage
CRM Data
MuleSoft
APIs & SDKs
1P Data
Unify
Customer Graph
Harmonize
Data Models
Connect
Batch and
Streaming
Ingestion
Scale Data

Data In
Salesforce Data
50+ 3rd-Party Apps &
Sources
3rd Party Data
Snowflake
Cloud-based File Storage
Ingest Methods
Native
Connectors
and APIs
AppExchange
Salesforce
Data Pipelines
Data sharing/BYOL
Access Snowflake data
from Salesforce via zero-
copy data sharing
Data Out
Salesforce Clouds / Apps
ML Platforms
Non-Salesforce Apps
Snowflake
Premium Advertising
Egress Methods
Native
Connectors,
Webhooks,
Platform
Events and
APIs
Data Pipelines /
Mulesoft
ML Connectors
Data Cloud
Data sharing/UYOL
Access Salesforce data
from Snowflake via zero-
copy data sharing
Data Cloud connects to your entire organization

Sales Cloud Powered by Data Cloud
Built-in Salesforce
Components

Sales Cloud Powered by Data Cloud
Built-in Salesforce
Components

Service Cloud Console Powered by Data Cloud
Built-in Salesforce
Components

Service Cloud Console Powered by Data Cloud
Built-in Salesforce
Components

CRM Analytics & Tableau Powered by Data Cloud
Built-in Tableau
Data Source Files

CRM Analytics & Tableau Powered by Data Cloud
Built-in Tableau
Data Source Files

No-Code
Calculated
Insights Builder
Bring Your
Own AI
Unified Profile Segmentation Lakehouse Calculated Insights Interactions SDK
Salesforce Data Cloud: Real-Time Data Platform
Power Real-Time AI with Data Cloud
Use clicks or your own models to unlock predictive intelligence everywhere
Calculated Insights Builder
Do custom calculations across
Data Cloud with clicks
Amazon
SageMaker & Databricks
Bring your own models to Genie
for customized ML

Build Calculated Insights Powered by Data Cloud
Create Calculated
Insights using clicks,
not code

Machine Learning / AI Powered by Data Cloud
Connect to your
own AI Tools

Machine Learning / AI Powered by Data Cloud
Query Data Cloud
using Snowflake

Real-Time Insights & Events Powered by Data Cloud
Calculated Insights / AI
update Salesforce
in Real-Time

Exporting your Insights Powered by Data Cloud
Send events to external
systems in Real-Time
with Data Actions

Automation Powered by Data Cloud
Run flows based on
Calculated Insights, AI
or Real-Time Events

Automation Powered by Data Cloud
Trigger flows based on
Calculated Insights, AI
or Real-Time Events

Automation Powered by Data Cloud
Trigger flows based on
Calculated Insights, AI
or Real-Time Events

Securing your data Powered by Data Cloud
Dataspace2
Data Cloud functions local to space
PROFILES
INSIGHT
S
SEGMENT
S
ACTIVATION
S
Data Cloud
Create dataspaces per Business Unit/Role/Users
● Protected by Permission Sets
Individual
1
2
3
Purchases
Dataspace1
Data Cloud Functions local to space
PROFILES
INSIGHT
S
SEGMENT
S
ACTIVATION
S
Virtually Partition your data using Dataspaces

How Data Cloud Works
Analyze & Predict
Analytics and
Insights
Business
Intelligence
AI Predictions
Act
Apps and
Actions
Flows
Activations
Data Sources
Any
Device
3P Cloud Storage
CRM Data
MuleSoft
APIs & SDKs
1P Data
Unify
Customer Graph
Harmonize
Data Models
Connect
Batch and
Streaming
Ingestion
Scale Data

Core Values.
Our North Star.

How Salesforce measures innovation
with Data Cloud
Analyze & Predict
Deployment &
Performance
Analytics
Identifying
customer
issues faster
AI Models to
predict impact
Act
Customer
Service Agents
Redeploy or
change code
Activate new
features
Data Sources
CRM Data
MuleSoft
Unify
Salesforce Org
Graph
Harmonize
Data Models
Our Development
Tools
Connect
Batch and
Streaming
Ingestion
Scale Data

Why did Salesforce build Data Cloud?
Today’s Agenda
How Does Data Cloud Work?
How Customers Use Data Cloud Today
Next Steps and Q&A

90
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