Saroj walks through how Salesforce uses Tableau to track marketing performance across funnels, responses, and campaign ROI. The company shares dashboards via Slack and focuses on three practices: doubling down on what works, aligning teams on one data source, and building a data-driven culture.
Hi everyone, I'm Saroj. Today I'd like to give you the inside scoop on how we at Salesforce use our analytics tools to drive marketing team success. If you're thinking about how to measure the success of your marketing efforts or how to use data to drive decisions that will amplify your team's impact, you've come to the right place. First, I'll share with you how we at Salesforce use data to drive our marketing business. Then I'll give you three tips to consider when you're building out a data driven strategy for your marketing efforts. If you're ready, let's jump right in. Welcome to Salesforce on Salesforce, an inside look at our sales, service, marketing and IT business with helpful how to tips you can use for your business. Here we'll have tips that can help save on costs with automation, be more efficient with productivity tools, and so much more. As always, you can learn more on Trailhead, Salesforce's online learning platform for information on this topic and many others you might find useful for your business. As you all know, marketing matters in an uncertain world. It's the engine that generates awareness and demand for your products. Your story and outreach must adapt to changing conditions to keep your customers attention and loyalty. And the world is more uncertain today than ever. We're seeing a perfect storm of concurrent crises that all serve to make the business environment uncertain. Geopolitical conflict, record inflation and economic headwinds, supply chain instability, environmental pressures and more. In today's climate, companies can't afford to sustain marketing investments that aren't returning value. We need to be more efficient. Reaching the right audience with the right message at the right time has never been more important, and marketers need accurate insights to succeed. At Salesforce, we experience the same uncertainty that every other business does, and we rely on our marketing teams to help us have a voice in the industry just like any other company. Whether we're talking about a mom and pop shop or an international conglomerate with offices across the globe, there are common challenges most marketing organizations face, especially when it comes to generating actionable insights based off of data. It's important to first, tie marketing efforts to the value being generated so that we can be most effective in our investments and reduce unnecessary costs. Second, align marketing to core business strategy and third, having a single source of truth for data and metrics. Fourth, fostering collaboration and a data driven culture. At Salesforce, we too experience these common challenges and I want to show you how we're using our marketing insights to be more productive and efficient with the resources we have. Let's walk through what we call our Heart of Marketing dashboard built on tableau. Marketing executives at Salesforce use data to drive better decision making. Let's take a common example of one executive We've just finished the third quarter and our executive wants a quick update on where we are in terms of business and marketing performance. She clicks into Heart of Marketing View to get a full picture of how the business is performing. Of course, she's updated the filters to show performance for Q3. This view shows her the marketing funnel and business metrics. It allows her to see a compounded annual growth rate and year over year progress and performance against targets. Let's take a quick look at responses. These are all customer engagements and aggregated responses for all marketing touchpoints. These are doing great with positive year over year performance compared to the same time last year. I also see that marketing pipe this is performance wherein marketing is contributing to pipe maturation has seen a significant uptick. Pipe is also strong with attained at greater than 100%. I want to know what's driving this marketing pipe and what campaigns are effectively driving this growth and marketing pipe. So let's move over to an aggregated view of campaign performance against the same marketing and business metrics. I see that email and events, specifically strategic events, seems to be driving greater than 100% MP growth. Digging a little deeper, we can focus on executive programs that did well for strategic events. Yikes. Our executive realizes she's been so engrossed in the data that she's late to her next meeting. She wants to continue the conversation with her sales and marketing leaders and wants them to dig into this more. She sends this data view directly from Tableau into Slack to reach her team quickly. She clicks on comments, mentions them and boom. A message with a thumbnail of the view is sent to them via Slack and email. As seen in this quick demo. We use our Heart of Marketing app to see what investments are paying off and what we need to do more of to be more efficient in these uncertain times. Here are three tips you can walk away with as you build tools like the Heart of Marketing Focus on investments that are working, identify high performing business drivers and lean in. Similarly, our marketing executives can identify quickly what's not working and pivot away from underperforming campaigns. Ensure the business is aligned on a single source of truth. In this case, we've used Tableau to bring data together for our business and marketing performance and the entire organization is aligned to the same numbers. With this transparency, we can foster better partnerships and uncover opportunities and pitfalls. A centralized source of truth enables one conversation and one direction for the entire organization. Nurture a Data Culture At Salesforce, we're imagining a world where we can anticipate problems before they arise, take action in real time rather than trying to make decisions using historical data, and make decisions we trust thanks to accurate data driven insights. Thank you for watching this episode on how we at Salesforce use analytics and data to drive our marketing business. We strongly believe that to thrive amidst uncertainty, every company must become more agile and more resilient. To do this, they must know where they're succeeding and where they're falling short, proactively anticipate changing market conditions and pivot when necessary, and data is the compass that can help you make these kinds of decisions quickly. See you next time.
