A new age of marketing has arrived, where customer and revenue reign supreme and the Chief Marketing Officer is the driver and orchestrator of growth. Gone are the days of loosely connected campaign-driven operations guided by marketing metrics derived from rear-view mirror looks into past performance. Transformational marketing practices are actively shifting towards autonomous operations engines that empower teams sitting far beyond marketing’s own walls to ensure engagements and experiences stand at the ready to meet the customer’s expectations and their micro-moments of need. Digital transformation is not “enough”…marketing as a whole must transform and transcend channel.
Learn how organizations will activate transformation and embrace the need to put customer before channel and shift from a mindset of reporting on metrics to thriving on advanced analytics that feeds and informs holistic business strategy. Understand the success stories and the lessons learned as leaders must work in a rapidly evolving paradigm where revenue is the metric that matters, and customers are the drivers of their own experiences.
Salesforce rolled out Agentforce additions across its Marketing and Commerce Clouds as well as Slack as it harmonizes its platform with AI agents.
Adobe reported better than expected third quarter earnings as its primary segments delivered double-digit growth from a year ago. However, the fourth quarter outlook was lower than expected.
Salesforce's purchase of Own Company for $1.9 billion highlights how the company has to play small ball with mergers and acquisitions given the scrutiny it gets with big deals. But keep in mind that small acquisitions such as Airkit.ai, which powered Salesforce’s Agentforce strategy, can have bigger impact.
Enterprise software giants have spent heavily on sales teams, channel strategies and cross-selling playbooks, but it increasingly looks like sales are going to run through AWS Marketplace and similar efforts from other cloud giants.
With Agentforce, Salesforce is betting that it can charge by conversation and find the path back to growth.
