Salesforce State of Sales: The CMOs Role Driving Growth and Accelerating Transformation in 2020

Virtual Events
Thu, Oct 8, 2020, 10:00 AM (PDT)

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About this event

Event Wrap Up:

Join roundtable leader Tiffani Bova, as she shares insights into the digital evolution of sales happening amid the pandemic. Tiffani will share key findings and new growth strategies from Salesforce's 2020 State of Sales report with data from 6000 sales professionals worldwide.

Listen to the full Virtual Roundtable [57:43]

The disconnect between sales and marketing:

  • What’s missing from the conversation between sales and marketing is the customer service portion
  • CMO claiming customer experience. In reality, everyone has to deliver upon customer service
  • Need a cohesive customer experience from marketing, to seller, to the actual buying 

Perspectives on a model for sales, marketing, and service cohesion:

  • End of week - one or two sales leaders, two leaders of product supply, and two leaders of marketing
    • Specifically going through issues that the team is noticing
    • Safe place to talk about issues or opportunities
  • Customer service rolls into marketing
    • Helps the marketing team really understand the customer
  • Account based leaders reporting back on trends or issues they are seeing
  • When an individual contributor raises an issue and it bubbles up to the top, that also helps grow employee trust

What about sales, service, marketing, and product?

  • Build a smart team of analysts who can come together and connect the data from the silos
    • Also, add partnership and alliances too
    • Bottom line: customer-led, product response, with marketing and sales following
    • And employee-centric
  • Complex use cases- really bringing the journey and making it cohesive from in-person to digital, etc.
    • Ex. Salesforce: for the size of the company, we are able to be innovative and agile with changes.
    • Absolute ability to align around the leadership team
  • Delightful experiences are created by making the experience, not doing redesigns every 3 years but improving CX every week/month, listening to customers on what they need but most important what analytics tells about their real needs, ensuring high task completion rates and not time on page like vanity metrics and meet where they want to meet (if they like sales executive, enable the sales executive and not force digital on them as main channel)

Journey mapping and finding/solving friction points for delivering value / products/ service to the customer?

  • Identifying the friction points is one thing, but solving it is an issue
  • Once you identify the journey, it can become objective

The buying journey and the selling process are two very different process

  • Buyer journey is not always steps forward, often involves steps forward and backward
  • Uncovered a number of opportunities by layering the sales experience and customer service experience on top of the buyer experience
    • Interconnecting is key
  • Customer Journey focus usually results in the silos beginning to fall
  • Metrics that don’t benefit a customer, but can be measured and that matter to the company

Customer led is the goal to stay cohesive across the board

  • Example: internet goes out, you’re on the phone, the agent had to hang up every 29 minutes because they would get in trouble for going over 30 minutes
  • Experience was terrible because his metrics caused him to need to hang up 

Listen to the full Virtual Roundtable [57:43]



  • Jon Suarez-Davis

    Jon Suarez-Davis


    SVP, Marketing Strategy & Innovation