Fullcrm’s Top Takeaways from Salesforce World Tour Sydney 2023
The Fullcrm team recently had the pleasure of attending Salesforce World Tour Sydney. The event brought together a diverse group of partners, trailblazers and users that all shared a passion for innovation on the Salesforce platform.
As one of the largest and most anticipated events in the tech industry, World Tour explores the latest technological innovations, strategies and solutions for a full range of businesses. Product announcements and system updates are a few of the key takeaways that appear each year and this time was no exception.
The significant keynote announcements were as follows:
- Create a customer 360 with CRM Apps and Slack
- How to leverage the core of the platform
- Build Apps and Automate Now
- Utilising Automation
- Sales and Service mindset
- Product Suites
- See and Understand your customers with Data Cloud
- Unlocking the value of the data across multiple platforms
- Get Fast Time to Value with Industries
- Leveraging industry expertise
- Succeed now with the Success Ecosystem
- How Trailblazers, SI partners, and developers can help
If you were not able to attend the event or missed any breakout sessions on the day, the Fullcrm team has put together a list of the top takeaways from the event to help all our customers utilise the most recent innovations, get in touch now to leverage the new capabilities in your system
How Commerce Cloud Drives Profitability and Productivity in B2B Selling
World Tour is an incredible opportunity to understand how industry leaders are using the Salesforce platform. One of the most notable sessions we attended on the day was by Robert Sutton from Sutton Tools, who presented on the topic of ‘How to Drive Profitability and Productivity in B2B Selling with Commerce Cloud.
Sutton Tools is a family-run enterprise, with global operations that provide an extended range of products such as industrial and trade levels tools. Sutton Tools have been using Salesforce for more than 10 years to manage the complexities of selling into multiple channels. But it was the addition of Commerce Cloud that gave the business the full customer 360 view that drastically improved the way they were selling in the B2B market.
The customer experience was also improved by leveraging the AI automation built into the product, with each customer experience being more personalised and able to be delivered with that “white glove” approach. Each of their customers was made to feel seen and valued through each communication channel. By utilising these Commerce cloud capabilities they were able to offer a more simple, self-service online buying experience and solve B2B e-commerce complexities that intervene with the customer’s decision. With this innovation, came a higher rate of conversions.
Similarly, costs were reduced as Sutton Tools employees could move faster with more flexible tools and automation in each aspect of their operations. Checking stock levels, enabling online ordering and meeting the needs of distribution and wholesale partners were made simple by providing a clear view of each channel and empowering their team with the platform.
Being able to make decisions faster with more reliable data and streamlining their workflow propelled their productivity and got them to market faster to beat their competitors.
If you would like your business to leverage the same capabilities as Sutton Tools, get in touch now to find out how we can help you achieve the same level of growth.
5 Elements for Speed-to-Value
Maximising your return on your technological investment demands innovative thinking and practices. Perfecting a speed-to-value action plan is how most businesses set the foundations for long-term sustainable practices and profitability. In this session presented by Jackie Cook, the RVP of customer transformation at Salesforce APAC, she revealed her 5 elements for achieving speed-to-value.
Estimating trust relationships
Achieving trusted relationships with each member of your organisation and stakeholders will drive authentic interactions that provide immediate value.
Alignment
A unified team with confirmed KPI’s will determine a clear path for decision making. A clear shared goal will drive business transformation with purpose. Competing motivations and goals will delay progress and prevent speed-to-value.
Common Centricity
Putting the right people at the centre of the business transformation to hold others accountable and reference the long-term strategic vision will maintain consistency throughout the process. Determining who these players are is a critical step at the very beginning of the transformation and is maintained throughout to achieve maximum results.
Platform
Make the most of the Salesforce platform. Discover how you can customise it to suit your business goals and long-term strategic vision. The most effective way to achieve this is via a Salesforce SI partner such as Fullcrm. Our extensive consulting knowledge enables us to recommend solutions that most businesses didn’t think were possible
Culture
Creating a culture of continuous innovation will avoid the constant start-stop that inhibits speed-to-value. Plan your digital transformation with the help of an SI partner to embed a culture of continuous improvement.
Unified Source of Data Truth with Data Cloud
A key focus product for World Tour was the new Data Cloud, which promises to unlock customer data and actionable insights in real-time at scale. It achieves this by pulling data to create a single source of truth over multiple applications and Salesforce products. Having a hands-on experience with this product revealed it will be a game changer with the ability to track customer journeys as they move over multiple platforms such as from websites to emails, then SMS messages.
Data Cloud was given a spotlight in the breakout sessions throughout the day. The session; ‘How Salesforce runs on Data Cloud’ communicated detailed advantages of the new product. Here they showed how it creates a Data Truth profile that can be configured onto contact pages to connect all data available from marketing, trailhead, and CRM products such as Linkedin to provide a complete view of all your customer’s movements. Genie integration enables up-to-date real-time data to be presented from across all Salesforce Customer 360 products.
Data Cloud Strategy for Marketing
Data signals from any platform can now be translated into valuable insights using Data Cloud. Every single customer interaction or movement is a piece of valuable data that marketing teams can use to better understand their customers and predict their movements. Marketing teams can access Data within the cloud to run segmentation and activation out of the platform instead of having to manually switch between views. With a complete view on one page, every insight will be clear to plan customer outcomes and data strategies.
Creating a World-Class Loyalty Program
With such uncertainty in the current economy, loyalty programs have made their way to the boardroom as a top priority for many businesses. The loyalty program market is super dynamic for D2C companies that are using it as a tool to shift customer expectations and engage with their customers. Programs such as Flybuys contribute to the customer experience, making it more rewarding for the customer to engage in repeat purchases.
Loyalty programs are not just for D2C businesses but can be executed in a B2B relationship to achieve a similar outcome. Everyone thinks of the end customer being the one that benefits from a loyalty program, but in B2B, building a relationship with your customers by applying the same techniques in a loyalty program can see beneficial results.
When executing a loyalty program, companies must consider how capable the middle businesses are to execute and maintain the strategy to then flow onto their customers. If they do not have the capacity or resources to sustain the campaign, the customer experience will suffer as a result.
Here are the 5 phases that Nick Rosen, the Vice President of Marketing Cloud and Commerce Cloud, guarantees will execute the perfect loyalty program:
- Stakeholder research – knowing your stakeholders and who benefits from the loyalty campaign.
- Defining experiences for key audiences – what will the experience contain (a points system or a free item with each purchase)?
- Representative and partnership selection and business case – who are the partners that will be contributing to the loyalty program?
- Change management and technical implementation – what is the required processes for a smooth implementation?
- Pilot testing and learning to grow – trial the program and make adjustments based on performance.
If you are interested in implementing a loyalty program or understanding what combination of Salesforce products can achieve this, get in touch.
Product Suites
Product Suites incorporate the perfect combination of Salesforce products to leverage for their business. For net new customers, this will remove the confusion of identifying which selection of products to start with. For existing customers, it will identify any missed opportunities to enhance the products you already have.
Sales Cloud, Commerce Cloud and Service Cloud packages will include a carefully curated list of applications that work together seamlessly to maximise usage. For Example; Service Cloud Suite brings together the best B2C customer support solutions to scale service faster and easier. Included is Service Cloud Unlimited, Self-Service, Bots, Messaging & Chat, Automation with MuleSoft, Einstein for Service and more! Make sure to check these Suite’s out when officially released by Salesforce.
Cultural Inclusion and Diversity
One session we were very privileged to attend was; ‘How to Embrace and Leverage Indigenous Knowledges to Strengthen Your Business and Build a Stronger Nation for All.’ This session explored different practices businesses can take to promote a more diverse and inclusive workplace where each person’s culture and individuality are celebrated. In doing this, businesses have the opportunity to create pathways and role models in visible positions.
Committing to simple practices such as spending time at the beginning of a meeting to go around the table and encourage each participant to welcome the group in their cultural welcome will remove cultural barriers in the workplace. Cultural safety is so important, no one wants to work at a company where they have to check their cultural identity at the door. Each employee should feel proud to be themselves in a safe space where they can grow and be creative. Simply learning about who works at your organisation is the start to investing in your education and removing the barriers.
Bonus: Hyperforce
During the Keynote, Hyperforce was once again encouraged to Salesforce users in regulated industries. Hyperforce is an infrastructure layer that allows the ability to take advantage of the public cloud in countries. This means that for businesses in regulated industries who have to be extra cautious about compliance, security and privacy, can leverage a local data centre directly with Salesforce at scale and ease. Hyperforce is available in Australia for businesses in the public sector, financial services and healthcare.
Should your business attend future Salesforce events?
Attending Salesforce World Tour Sydney was an incredible experience for any user, even those that have not made the leap into the ecosystem. It is the perfect opportunity to deepen your knowledge of their offerings and ways in which you can use their system to benefit your business. The event was well-organized, the presentations were detailed, and the networking opportunities were invaluable. Our team left the event feeling inspired, energized, and excited about the future.
If there was anything on the day that you think will be an excellent addition to your business’s instance, the Fullcrm team are here to make it happen and will be delighted to assist you at your convenience. Alternatively, if you are looking to begin your journey within the Salesforce ecosystem, we would be happy to assist you during your evaluation process.
