Salesforce Data Cloud: Ideation
The Path to Data Powered ExperiencesSalesforce Data Cloud Use Cases
Sales
Referal sharing across multiple orgs. Orchestrate leads across all business units.
Analyzing KPIs such as sales velocity, win/loss rate analysis to increase sales operational effectiveness.
Marketing
Personalized customer interactions and precise segmentation by combining transactional CRM data with web/mobile engagement behavioral data.
Analyze KPIs such as return on ad spend, web traffic to optimize marketing spend.
Service
Multi-BU cases visibility.
Personalized Next Best Action based on CRM + engagement data.
Optimize call center resourcing by monitoring real-time KPIs such as call volume, time to resolution, net retention, CSAT, and resource utilization.
Analytics Use Cases
Data Cloud harmonizes and unifies data making it easy for analytics tools to do deep data exploration across sales, service and marketing use cases. Salesforce analytics tools (e.g., Tableau) have native, accelerated connection to Data Cloud, and provide the ability to analyze both batch and streaming data, and take action on unified data within the flow of work.
Industry Specific Use Cases
The above use cases are generally applicable across all industries. You could use them as examples to further identify business use cases for your specific industry/company. For example, for financial services some use cases could be: Abandoned Application Loan Applications, New Account Onboarding, Customer Acquisition, Product Cross-sell, Compute Financial Health Score, Investment Advice.
What are some business use cases for your industry and company that would benefit from unification of customer data?
Data Cloud Ideation
Business
Do you have a unified view of customers across all your applications? Do you unify your sales, and service and marketing data with that from other systems, such as ERP, HR, MDM to personalize customer experiences?
Service: : Do you offer next best action guidance to service agents that are based on both engagement and CRM data?
Sales: How do you orchestrate leads and referrals across the different LOBs (or across different Salesforce Orgs)?
How do you identify your best customers? Do you have insight into the percentage of your annual revenue they represent?
What are the some of the key measures planned for growing business e.g., new markets, new products, cross-bu lead sharing, customer 360 driven omnichannel.
How many customers do you have and is it better than last year?
Marketing
What data do you use for precise segmentation of customers for marketing outreach (e.g., CRM data, Web engagement data, demographic data from data enrichment companies)?
Are you able to segment your customers based on their spending trends?
Are you able to personalize customer interactions, marketing offers in real time?
Are you able to take actions on streaming data for sales, service, marketing, and ecommerce experiences in real time?
Analytics
What are the analytics tools that you use for business insight?
How do you hyper-personalize customer interactions?
What's your vision for real-time analytics, e.g., streaming insights triggered by abandoned loan applications that in turn trigger marketing cloud journeys.
How do analyze and manage your "Find - Win - Keep" strategy? Where is the data for finding customers coming (e.g., CRM/Service. )
AI
How do you use AI in your company? What's your roadmap for AI?
Do you use external AI models?
Are you able to use your data to make predictions? How do you use AI in your business?
Are you able to leverage all your organizations data for accurate AI predictions and GenAI prompts?
Technology & Security
Can your data solutions scale and work effectively as your business grows and brings in more data?
What are your consent and privacy rules and best practices help to keep customer identities and data safe and protected?
What are your rules for sharing enterprise data across business units and Salesforce orgs?
Do you have an MDM? How would you integrate an MDM system with Salesforce Data Cloud?
Do you have an existing Data Mart /Data Warehouse? How would you integrate these systems with Salesforce Data Cloud?
What are your systems of record and their data owners?
What are your data sources? Which of these can be ingested (in Data Cloud) in real time>?
Details on each of the following: Speed of ingestion today (API, batch, OOTB) vs. need, Data volumes, Current ETL tools
Details regarding identity resolution: do you have a primary identifier that can be used to reconcile data across multiple systems (e.g., existing MDM ID or Salesforce ID and MC sub-key, what are some examples of reconciliation rulesets and rules that you use to deduplicate and resolve identities (e.g., combination of email and first-name), Real-time vs scheduled identity resolution requirements
Build Your POV for Data Cloud
Please use the following questions as a framework to create your own POV on how Data Cloud platform can be leveraged in your company/industry.
- What are your company's projects for growing business this year?
- How can analytics & AI support your business vision for growth?
- How would each of these benefit from customer360 (i.e., single view of the customer), unification of data and personalized marketing?
- What are the challenges that you anticipate in aggregating customer data?
- How would you use Salesforce Data Platform to support your business vision and overcome obstacles?
- What could be a crawl walk run roadmap for your organization that would start with the quick wins focused on top use case (s)?
Participant Readback Template
Utilize the following template to summarize how you would incorporate the knowledge from this workshop in your company.
Please copy the readback template or download it using this link.
Updated Jan 22, 2024. Faizi Fakhruddin