The Salesforce Marketing Cloud Customer Journey Drivers leading to the Marketing Cloud investment Interviews Role Industry Region Annual Revenue Director of marketing operations Digital marketing provider United States headquarters, $142 million national reach Vice president of digital Retail (convenience store) United States headquarters, $10 billion experiences national reach Director of product marketing Finance United States headquarters, $24.5 billion global reach Chief marketing officer Healthcare and Life Sciences United States headquarters, $350 million (HLS) national reach Marketing manager Retail United States headquarters, $260 million North America reach KEY CHALLENGES proved to be problematic because they caused Before Marketing Cloud, interviewees described duplicate records.” multiple siloed marketing technology environments • Marketers could not create insights from mired with inefficient processes and expenses, which scattered customer data. The marketing hindered revenue opportunities from marketing manager in the retail industry shared their activities. The interviewees consistently noted how frustrations with the inability to capitalize on the their organizations struggled with marketing customer data their organization had gathered in challenges: a siloed capacity. They said: “For years and Limited understanding of the customer in their years and years, all of our data would sit in each prior marketing technology environments. individual store on a computer. To be able to gather that data and learn from it was very • Data silos created multiple, incomplete views challenging.” of the customer. Efforts to better understand • Challenges persisted in properly parsing, customers through a single view were blocked validating, and segmenting customer data, due to departmental silos. The chief marketing particularly in marketing organizations with officer and their team at the HLS organization multiple geographies, business units, or noted the incumbent technology was not products. Legacy tools did not provide the compliant with their organization’s patient system analytical capabilities needed to make use of of record, which made it impossible to effectively customer data. The marketing manager in the use patient information to segment marketing retail industry shared: “We did not have any type experiences. They further explained: “We grew of tool or solution prior to Marketing Cloud. by acquisition and inherited a lot of different Before, it was on our franchisees to slice and platforms. The practices that we acquired were dice their own data and then create an email and siloed into their own different populations, which send it out.” THE TOTAL ECONOMIC IMPACT™ OF SALESFORCE MARKETING CLOUD 6