3 Ways Small Teams Can Sell Smarter and Support Faster | Dreamforce 2025

I wanted to introduce myself. I'm Carl Gale. I'm a product marketing manager for the small medium businesses and I'm working with Fabio. He's a lead solutions engineer and he'll be taking you through some demos today about some of the products we're talking about. You're going to learn a lot about data cloud and how it interacts with sales and service and you're going to learn a little bit about a tool that's personal to my heart, foundations that, that lets you get things for free. We'll talk about that towards the end and yes, I did say free, so we'll talk about that more. As always, before we start, I want to say thank you. Thank you everyone for coming out. We know a lot of you traveled from very far away coming to San Francisco to learn about our products, but we couldn't commercialize or sell anything without you guys and your support. So a continued thanks. So let's dive right in. We know small businesses are in a really unique place right now. There's a lot of economic uncertainty, there's tariffs, it's rising costs. And on top of these rising costs, there are workforce challenges. You have leaner teams and you still need to deliver for your customers. You still need to do a lot for them. And your customers expectations aren't changing. They expect you to be efficient, drive optimization and constantly giving them the newest thing and the newest tools. But on top of all this happening, you're trying to work with your employees, weather the customer expectations. AI is rapidly evolving and how are you getting on top of that? How are you managing all these expectations and still adopting the proper AI for your business? Technological advancement isn't easy, especially with these things happening. What we're seeing is that there's security and compliance issues. Are you having the right governance and the right data? Is it safe? You don't want data to leak and lose trust with your customers. On top of that, how are you getting stakeholder buy in? Last week we saw a few customers say, hey, they were going to use AgentForce to take on a huge project and wow their organization. We don't recommend that. We recommend you trying it piecemeal and slowly and gradually getting stakeholder buy in to show the value there. So how are you doing? Are you doing it the right way? And on top of this, does anyone in your organization have the technical expertise for AgentForce or AI in itself, it's a whole new method of thinking and learning and you need to be doing this as well. And then lastly, where's your Data. We're going to talk a lot about data today. I'm sure you guys heard about Data360. We're going to talk more about that today. But is your data in one place? Because an agent without data in one place really struggles to do things. Data needs to be unified and in a place where an agent can access it and learn about your organization. And what we're seeing is that 85% of SMB leaders say AI output is only as good as the input. And we're going to talk about that today a lot. Data is the lifeblood of AI basically. But luckily that's why we're here. Agentforce and the Salesforce platform, we've got you. What we're seeing is that a lot of AI solutions in the SMB market, they may give you some governance, but they don't integrate your data or they actually don't disconnect, they don't connect your data. Your data is still disconnected. And some of these actually do govern your data and they're not disconnected. But what you're also seeing is that they actually don't provide an actionable solution for you. What we want at Salesforce is for AI to be a solution for your business, not another system to manage. Think about how many systems you onboarded to try and help your organization and drive efficiency. We want this to be the one that actually does this. What happens when you get organizations that provide AI that don't meet these requirements? You get the same slow sales cycles. You don't get efficient Service operations with AgentForce and Data Cloud. Well, Data360, excuse me, I'll make that mistake more than once. What you actually get is an agent that actually knows your business and can see your business from the full funnel through all parts of it and all apps. But let's start with the data. Data 360. There are two main things, what I want you guys to learn about Data360 and why it's important. It takes both structured and unstructured data from your business and it connects them so it can find data from your data warehouses or your data lakes like Google Cloud or AWS and bring them together. And then one really big thing about data360 is a thing we call rag, which is basically Retrieval augmented generation. This is really cool. It's kind of complicated, but not really. It basically is able to find the most up to date data from your business and pull it from different sources, say a support ticket, a text message, even photos. It pulls this really up to date data and Then what it then does, it puts it in a prompt template and a prompt template of your choosing. So now it has the context of your business. So we have the most up to date data, the context of your business. And then on top of that, what it does is it pairs with an LLM within your business. So now the agent is now answering things based on the context of your business. The data it has that connects all of your business. And so it can really be more than assistive agent, it can be an autonomous agent. It can act without you. Because now it kind of knows your business better than you. It knows all your data and everything that's going in. And this looks like a little complicated math problem. We're gonna break it down quick. It's really straightforward and it illustrates what we've been trying to tell you guys about Data360. First thing it does is connect connects your Salesforce apps, your business apps like SAP, your warehouses like I said, like Amazon's AWS or Google Cloud. And your unstructured data connects them. Cause they need to be there together. AI and data, it needs to be in one place. The next thing it does, which is really important, it harmonizes and unifies them. You had data in so many different places, now it's in one place and it's unified. So now the agent that we're going to use later knows where to get them. And you're seeing one unified view of all of your data. And the last thing we do, which is really important for your customers and customers care a lot about this, it governs them. So you can choose and manage the permissions within this so that your data isn't leaking and your customers can still have trust with you and what you're doing. And then what you get out of that is you get actionable insights and better predictive models because all the data is unified, unified and harmonized. And your agent can act throughout this funnel. Oh, this was explanation on a rag. A lot of people ask us why, why do we need data360? Can we just use Agent Force? Really what we're trying to tell you guys is that the rag system is actually very unique. It drives that consistency and uses unique data that's relevant to your business to create a really intrinsic agent. And that's why it's super important for this business. Fabio is going to take you through a quick demo.

Okay, so right now we are on Data 360, formerly known as Data Cloud. The names have been changing recently. And my point in telling you this is that Customers that have Data Cloud are customers that can drive better insight, get more value of their CRM, and most importantly, they can make better decisions with their data. Data Cloud is the foundation of our customer360 and most important agent first. And you're probably asking yourself, how can we do that? It sounds too complex, it sounds so technical. The reality is that it's not. And my first step is going to be right here on the data streams and I want to show you how when I just click here. New we literally have more than 100 out of the box connectors that could bring your own structured data, your structured data from outside systems such as Adobe Snowflakes, aws, whatever other system where your data is residing, you could bring it into software with our out of the box connectors that come with Data Cloud. The question now is, okay, I have my data in how I'm going to be mapping it, how am I going to be connecting it, how I'm going to be making sense with the data that I already have inside of Softworks. And I'll take you into the data section here and I want you to see how we're mapping data from System X into data inside of Salesforce for our account page. And if you want to visualize it better, if you want to visualize it differently, if you want to have like a more holistic view of how your data is going to be connected, you could pretty much come to the screen and I want to show you how. I can pretty much visualize how all my data, how all my objects, how all my fields are going to be connected. That takes me into what's going to happen. If I want to build an agent and I want to place my agent on my customer website, on my website and I want the agent to solve questions such as what is the return policy? Or I want my agent to pretty much drive get information from files, from PDF files, from more unstructured data such as website content files, knowledge articles. Well, on the Agent Force data library, you're going to be able to create multiple library types. For example, in here I created a file library for my agent to feed off policy documents to provide customers with answers on return policies, general policy of our products, services, etc. You could also have your policy documents as well. Once I have my structured and unstructured data connected to Data Cloud, giving it to my agent, I will be able to pretty much create an agent. And the beauty of our CP CRM is that you can have multiple agents operated at once. Right now I have an employee Agent, but I also have a service agent. And if I click on my service agent and I open on my builder, I want you to see here, there's a little bit to uncover, but I want you to see here on the left side how we have the topic labels. The topic labels are just going to be the instructions that the agent will follow. Let's say that you have to, if they ask you about policy, you have to check the policy document. If they ask you about X, Y and Z, you're going to check data that came from the connector to a snowflake, whatever the case might be. And these are going to be the instructions that the agent is going to be following. Now, if we want to test it, because it's important to test it before you put it in production, you could do that here in the builder. And I'm going to come here and I'm going to ask a question. For example, what is our return policy? Immediately, the agent is going to be taking my natural language. He's going to be going to the back end and it's going to be pretty much giving me an answer based on the content on the policy that I show you before on the data cloud library. And the most important thing is that you're going to be able to see here in the middle how my agent is thinking, how the actions are being followed, how the content is being used to provide me that answer. These are tools that leveraging data cloud, leveraging AI, leveraging all these libraries. You're going to be able to position an agent on your website, like this one that I'm showing you right now. And the agent is going to be able to pretty much help our customers with everything when it comes to policies, data that lives in other systems. All that for the sake of the customer satisfaction. Back to you, Carl.

Okay, cool. No, we're running low on time, so I'm going to talk to you guys about this quick. So you were a small business five years ago, you grew four years later. Then you realized you had 15 products running your tech stack and you didn't know how it happened. And you feel overwhelmed by these tools. They're not doing anything for you. And then what else you realize with the tools is that the data across them is inconsistent. You have sales fighting with service. You have finance cursing out sales too. It's just a whole mess. And so you're trying to figure out, how did this happen? How can I, like, consolidate this tech stack? Because this is a real issue that we see with SMBs. You're growing and you're just getting new money in and you're buying new products to optimize your business and you're not thinking long term of how you can actually unify your business. What this happens is you create a real disconnect between your sales and service teams. And this disconnect costs money. You're using one tool to run sales, you're using one tool to run service. On top of that, who's really hurting is your customer. They see that sales and service aren't talking. How many times have you called progressive or another company and then the sales team picks up. They tend send you to the org, they have to collect your information. It's like, didn't I just give this information? They're disconnected, they're using different systems. And that's a real life example that you've all experienced. I'm sure what happens is your customer is not happy. You start losing out on revenue, they're leaving, they're not coming, your name isn't doing well and you basically have an inefficient technological process. And what's the saddest part about this is that we're all victims of this because 79% of customers expect this from a business. So you want to be that business where they don't expect it. That's why AgentForce360 is here for you. The trusted platform. This is just reiterating what we were talking about before. Everything is in one place, it's unified. A lot of people think Salesforce is just a sales company. We have so many different clouds and products that actually work on the same system for you. Which is why we want you to do our business with us. Because we can manage everything more efficiently for you when you give us all of your data and let us manage and harmonize it in the right way. So the four ways to drive growth with sales and service cloud, you want to reduce the IT overhead. Like I mentioned, you don't want a huge tech stack that just causes confusion within internal and your external customers. And when you do this, you'll be able to have a more personalized experience for your customers, drive more cross sell opportunities and then boost productivity. Because AI will be working throughout your business and it will be doing it autonomously. It won't need to assist you. It can go manage on its own. And the last thing we're going to talk about is scaling up AgentForce. Before we jump into that, Fabio is going to take us through a demo. But the last things about scaling up with AgentForce, you get out of the box, employee agents, sales development and sales quoting. And for agent force for service, employee agent as well, the customer service agent and scheduling agent.

We'll talk about that in a minute. But I love to tell my customers in small and medium businesses that they need to be on foundations. Foundation gives you service marketing, all these for free. And right now I'm on the sales application. You know, my manager told me to work on one of my top priority accounts today. And I'm on my seller home. And I want you to see that it might look slightly different. The seller home is going to be our new and latest command center where you'll be able to see all your accounts, your deals, the relationships that you have to grow your pipeline. And today we're going to be focusing on this top tier account of ours called omega inc. I want you to see here how on the right we have the sales, the service application, the marketing application. But again, today is all about omega. So I'm going to go into my accounts here and I'm going to click on omega. And I want you to see that if you're using your CRM right, you're going to have an overwhelming amount of data, which is a good thing. But now, you know, like, I go through my opportunities, I go through my cases. There's a lot of activities. I don't always have time to be going through all of these. Now using agentforce, which comes also in foundation. So you could try it out. I could trigger the employee agent, as Carl was saying, and I could ask the agent, hey, could you please give me a summary of my latest cases? Agentforce will retrieve that data and it will give me a summary of all my latest open cases without me having to go into them one by one. And after I have that, I know for a fact that I have to follow up with the service or sales team, as you can see here, because I have to pretty much try to upsell on cross sell to my customer omega. And I have to close these cases before I do that. And I can just ask the agent, hey, could you please create a task to follow up with the sales or the service team? And the agent not only will be able to retrieve that data for me, but the agent will be pretty much creating a task so I can follow up later with the sales or the service team. Now these are tools that will help you run your sales processes smoothly, better, more efficient. But what happens when you're doing amazingly on the sales side side, but you're not as strong on the service side with Foundations, you're going to be able to pretty much click into the service application and you will land in a page in a homepage on the service side that could look like this. As you can see, we have my cases, my cases broken down by priority, my response ties, my SLA compliance, everything that I need to know, everything that I need to understand to be successful on the service side, I'm going to have it here available for me. Now, as you can see here today, my manager is all about Omega and potentially upselling and cross selling some new products that we have and I have a case assigned to me that is about specifically that. And I just pretty much come here trigger my agent and I could add my agent a what are some product recommendations for Omega in based on previous opportunities that we have closed with them. I'm on the service application but I also have access to the sales data as well and the agent is pretty much going to make those product recommendations for me and I could pretty much directly ask the agent, hey, could you please draft an email where I can present these products to my customers, these product recommendations to my customer in an email so I can close this case about potentially upselling and cross selling. The agent again uses all my sales data, all my service data. Draft an email from me without me having to type anything and I want to be able to send the email quickly. Leveraging AI on my data in Salesforce. And that's all for today. I'll pass it back to Carl.

We're going to end on my favorite product. This is my product so please pay attention to this carefully. What Fabio was talking about was foundations. It's a really unique product. It's free and I'm going to keep telling you it's free. If you're a sales or service enterprise edition ended up, please scan that QR code. We're giving you free access to other clouds and most importantly agent forum so you get access to marketing cloud, sales cloud, commerce cloud, data cloud and service cloud for free. It's already in your account Axe your AE to help you turn it on. You can self serve. Your AE will likely reach out to me directly and we'll get it up for you. But what it really is is an opportunity for you to experience the C360 within Salesforce. We have so many great tools and products for you guys. We know cost is a real prohibitive measure and so we're giving them giving you them for free so you can test them out and actually try them in your business and actually build agents that you can use for your business. Foundation is dear to my heart. Please try that. Activate. I'll see when you activate too. Thank you. And now we're going to close it out. Quick key takeaways. Start with data. AI Is nothing without data. You'll hear it from us. And we'll keep beating that dead horse. But it is the lifeblood of it. And it cannot be great without you giving it great and reliable data. You need to drive growth with unified sales and services. They should not be operating on separate systems. It's 20, 25 people. We can be on the same system. And you can scale your organization with AgentForce. If you're providing the right data and using the right systems. And here's some more resources for you guys to use. And I think that's it. Thank you, guys.

Thank you so much.

Thank you.