BrightEdge Share15 - 30: Digital Elevation: Transformation - Woodson Martin

1. The lines are blurring
Marketing Cloud
Woodson Martin, SVP, Marketing Cloud, Salesforce

2. 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
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Safe Harbor

3. May
2011
Aug
2012
#DF12
July
2013
Nov
2013
Journey
Builder
Launch
24 months since ExactTarget acquisition

4. Audience Personalization
Journey
Content
Social
Email
Mobile
Web Advertising
Apps
Service
Community

5. The Customer Success Platform
2,700+ Partner Apps
Open Ecosystem
Workflow
Data &
Objects Identity
Fast App Dev & Customization
AnalyticsCollaborationMobile UI
Scalable Metadata Platform
Complete CRM
Trusted Multitenant Cloud
AnalyticsCommunityMarketingServiceSales Apps

6. 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

7. 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

8. Systems of
Record
Systems of
Engagement
Systems of
Intelligence
Unprecedented Technology Shifts
Data
Science
Cloud
Mobile
Social

9. 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

10. The Always Connected Consumer

11. 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

13. 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

14. Mattel Film

15. The Future
of Marketing
Business
is 1:1 Customer
Journeys
Marketing
Community
ServiceSales
Apps
Analytics

16. 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

17. Blurring the Lines of Enterprise Software
Sales Service Marketing Community Analytics Apps

18. Brands Need a Customer Success Platform
Sales
Service
Marketing
CommunityApps
Analytics

19. Driven by customer expectations of a seamless experience

20. 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

21. “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

22. Anonymous
Visitors
Free Registered
Users
Intro Offers
Subscribers
Full Price
Subscribers

23. WSJ interaction
On the way with JD and Matt F.’s help

25. 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

27. Fitbit map

28. 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

29. Uber Customer Journey

30. Uber Customer Journey

31. “We lose customers when they move.
We need to start an ‘easy move program’
when we know a customer is moving.”customer is moving

32. customer is moving

33. “Let’s warn our customers before
they drive into a hail storm.”drive into a hail storm

34. drive into a hail storm

35. “We need to identify customers
who forget to brush their teeth.”forget to brush their teeth

36. forget to brush their teeth

37. 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

38. The Open Source Revolution

39. The Role of People & Business Transformation


40. A Change Management Model

41. A Change Management Model
CEO
Intern
CMO
Developer
Project
Manager
Designer Developer
Marketing
Manager
Community
Manager

42. Thank you