Salesforce Einstein

1. Enhancing your CRM with
Einstein AI
Circle of Success Online
June 25, 2020

2. Forward Looking Statement
"Safe harbor" statement under the Private Securities Litigation Reform Act of 1995: This presentation contains forward-looking statements about the company's financial and operating
results, which may include expected GAAP and non-GAAP financial and other operating and non-operating results, including revenue, net income, diluted earnings per share,
operating cash flow growth, operating margin improvement, expected revenue growth, expected current remaining performance obligation growth, expected tax rates, stock-based
compensation expenses, amortization of purchased intangibles, shares outstanding, market growth, environmental, social and governance goals and expected capital allocation,
including mergers and acquisitions, capital expenditures and other investments. 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, the company’s results could differ materially from the results
expressed or implied by the forward-looking statements it makes.
The risks and uncertainties referred to above include -- but are not limited to -- risks associated with the effect of general economic and market conditions; the impact of geopolitical
events, natural disasters and actual or threatened public health emergencies, such as the ongoing Coronavirus pandemic; the impact of foreign currency exchange rate and interest
rate fluctuations on our results; our business strategy and our plan to build our business, including our strategy to be the leading provider of enterprise cloud computing applications
and platforms; the pace of change and innovation in enterprise cloud computing services; the seasonal nature of our sales cycles; the competitive nature of the market in which we
participate; 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 service performance and security, including the resources and costs required to avoid unanticipated downtime and prevent, detect and remediate potential
security breaches; the expenses associated with our data centers and third-party infrastructure providers; additional data center capacity; real estate and office facilities space; our
operating results and cash flows; new services and product features, including any efforts to expand our services beyond the CRM market; our strategy of acquiring or making
investments in complementary businesses, joint ventures, services, technologies and intellectual property rights; the performance and fair value of our investments in complementary
businesses through our strategic investment portfolio; our ability to realize the benefits from strategic partnerships, joint ventures and investments; 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 execute our business plans; our ability to successfully integrate acquired businesses and technologies; our ability to continue to grow unearned revenue and
remaining performance obligation; our ability to protect our intellectual property rights; our ability to develop our brands; our reliance on third-party hardware, software and platform
providers; our dependency on the development and maintenance of the infrastructure of the Internet; 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; 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; the impact of expensing stock
options and other equity awards; the sufficiency of our capital resources; factors related to our outstanding debt, revolving credit facility and loan associated with 50 Fremont;
compliance with our debt covenants and lease obligations; current and potential litigation involving us; and the impact of climate change.
Further information on these and other factors that could affect the company’s financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings it makes with
the Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor Information section of the company’s website at.
Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law.

3. Agenda
01 Identify Jobs to be done
Incremental
02 Evaluate
Overcome AI Challenges
03 Adopt
Build Trust and Capture Feedback
04 Wrap Up & Resources

4. Meet Your Host 1
Welcome
Kunal Pal
Regional Success Architect
kpal@salesforce.com
Interests
17+ years in IT, 6+ years of experience with Salesforce
Passionate about AI and value it provides.
Ardent Mountaineer and a novice cook #quarantinebaker
Experience
● Administrator
● Advanced Administrator
● Platform Developer I
● Sales Cloud Consultant
● Service Cloud Consultant

5. Meet Your Host 2
Welcome
James Kenny
Regional Success Architect
jkenny@salesforce.com
Interests
14 years in IT, 12 years of experience with Salesforce
Have worked up from core infrastructure to platform and analytics
Overwatch fan; Lucio main.
Experience
● Administrator
● Advanced Administrator
● Platform Developer I
● Sales Cloud Consultant
● Service Cloud Consultant
● Einstein Analytics & Discovery Consultant

6. AI Challenges
DATA
Quality
Volume
Understanding
Change Management
Governance
Integration with
Application Lifecycle
Management
Capturing Feedback
Trust
Understanding
Recommendation
Believing
Recommendations
Unknown Bias
Hurdles that limit an AI Implementation

7. Salesforce Einstein
Your Smart CRM Assistant
Einstein for Service
Einstein Search
Einstein Vision
Einstein Language
Einstein Prediction Builder
Einstein Analytics & Discovery
Einstein Next Best Action
Salesforce Users Admins & Devs
Einstein for Sales
Einstein for Commerce
Einstein for Marketing

8. Einstein Strategy
Enable AI and achieve your business goals faster
Evaluate
Data
Identify Jobs to be
done
Smarter CRM
Adopt
Enable Einstein
Features
Evaluate Einstein
Features
Integrate with
Governance Model

9. IDENTIFY JOBS TO BE DONE

10. Identify Jobs to be done
SALES
Grow Business & Manage
Sales Teams
Recommend Best
products to Prospects.
Predict time to close a
deal.
SERVICE
Limit attrition/churn.
Qualify and Route
Customer Requests.
Automate Service
Resolution.
IT
Reduce the time spent
manually inputting data.
Estimate project
completion date.
Estimate risk.

11. Evaluate

12. Evaluate Einstein Features
Einstein Activity Capture
Einstein Search
Next Best Action
Einstein Prediction Builder
Einstein Recommendations
Einstein Opportunity Scoring
Actionable
Focus on biggest impact
areas
Smarter Apps
Embed Intelligence
Productive
Remove waste
Einstein Intent
Einstein Sentiment
Jobs to be done to Einstein Features
Einstein Object Detection
Einstein Image Classification
Einstein Case Classification

13. Answer these questions in the Q&A Window.
Group participation
What are your
company's Jobs to
be done?
1
Which Einstein
Feature you are
interested in?
2

14. Work Faster and Smarter with AI-Powered Search
Einstein Search
Personal
Relevant results based on individuals and their work
Natural
Natural language filters right from the Search box
Actionable
Tools and information to complete tasks in Search
Beta

15. DEMO
(Einstein Search)

16. Answer these questions in the Q&A Window.
Group participation
What are your
company's Jobs to
be done?
1
Which Einstein
Feature you are
interested in?
2

17. Evaluate Data
Accessibility
Based on the Jobs to be done identify what data is
available for analysis . Ensure it is
Easily accessible.
Aligned with the use case you want to solve.
Volume of data is sufficient to identify trends.
Includes all core attributes.
Relevance
Insights are as good as the data they are built upon.
Do the following once you have collected your data
Filter out irrelevant data based on -
○ Timeline.
○ Business logic
Ensure data is suitable to execute and analyze.
○ Remove any biases.
○ Able to predict actionable outcomes

18. Change Management
Conduct a Value Assessment
Survey SMEs from respective Business Units to capture the Jobs to be done.
Clarity on the expectations from the Einstein implementations.
Onboarding Program and Communication Plan
Build an incremental roadmap of features you will enable. (Crawl - Walk - Run)
Communicate important milestones with necessary stakeholders.
Ensure leadership understands and is committed to AI.
Training and In-App Guidance
Utilize Trailhead and Einstein Hub to engage and upskill IT team
Use In-app prompts to drive enablement and Training for end users.

19. Answer these questions in the Q&A Window.
Group participation
What is your data
challenge?
1
What is your
biggest pain-
point with Change
Management?
2

20. Einstein Prediction Builder
Point. Click. Predict.
Any admin can build custom
predictions on any object
Fast results with AI automated
specifically for your company
Extend AI to any Salesforce workflow or
app

21. DEMO
(Einstein Prediction Builder)

22. Answer these questions in the Q&A Window.
Group participation
What is your data
challenge?
1
What is your
biggest pain-
point with Change
Management?
2

23. Adoption

24. Trust drives Adoption
Provide Context and Transparency
Provide transparency to the end users as how the machine/application arrived at the predictions e.g. by
showing top predictive factors.
Invest in Education
Include Subject-Matter-Experts (SMEs) from your line-of-business executive and users on what you are doing
and align on the outcomes with their goals.
Integrate Insights
Give end user insights on the impact of respective actions and identified next steps.
Adoption Metrics and Continuous Feedback
Ensure metrics are in place to measure accuracy of predictions. Review regularly.
Create an easy mechanism to capture feedback on predictions user believe to be inaccurate or irrelevant.

25. We Believe AI Should Be...
“We know that technology is not inherently good or bad.
It’s what we do with it that matters.”
MARC BENIOFF, CEO
Inclusive
Respecting the
societal values of
all those
impacted, not just
those of the
creators.
Empowering
Promoting
economic growth
and employment for
our customers, their
employees, and
society as a whole.
Responsible
Safeguarding
human rights and
protecting the
data we are
entrusted with.
Transparent
Developing a
transparent user
experience to guide
users through
machine-driven
recommendations.
Accountable
Seeking and
leveraging
feedback for
continuous
improvement.

26. Takeaways & Resources
Wrap-up
Einstein Guide to AI Use
Cases
guide.einstein.com
Einstein Platform
Content Hub
hub.einstein.com
Takeaways Resources
Get Smart with
Salesforce Einstein
Join
Salesforce Einstein

27. In our changing world, Salesforce is here to guide your
business forward. Check out our top use cases to
discover actionable resources built for today’s shifting
needs.
Our experts are ready to support you through our:
Expert Tips on how to utilize Salesforce for your
evolving business needs
Webinars live and on demand for best practices
Custom Trailhead Resources curated to address
specific use cases
Visit our COVID-19 Support page: https://sfdc.co/Covid19Support
We’re Here to Help Stabilize, Reopen and Grow
Your Business

28. Answer this question in the Q&A Window.
Group participation
What other challenge are you facing?
1

30. Enhancing your CRM with Einstein AI
The next session starts at :20 after
the hour.
While you wait, check out other TDX channels
salesforce.com/trailheadx