Salesforce community in 2019


Technology is now at an inflection point. At least according to the annual State of Salesforce report. It is based on more than 190.000 data points collected from more than 2100 global Salesforce customers. This report created by Bluewolf, a division of IBM, gives us an insight into the work of the Salesforce community and tells us which trends emerged from it. 


Fast-developing technologies like artificial intelligence, IoT, blockchain and 5G have led us into a new era of doing business. Employers are trying to use these technologies to empower their teams and help make their work smarter, more productive and secure, while being completely mobile. In order to keep up the pace, Salesforce has enabled more connectivity to legacy applications and is working hard on organizing data in such a way that every part of the enterprise has insight into customers needs. 


This year was all about ‘outside-in’ digital transformation giving way to ‘inside-out’ organizational transformation. This means we’ve mastered the art of data collection and now it is time to organize it and make it useful. 


Four trends emerged following the new approach:




1. Organizations are Being Built Around Customer 360


So, when it comes to data collection we should definitely pay more attention to quality rather than quantity. Instead of piling up loads of data, collect the data essential to your business, which will make your customers satisfied and help your company grow. The best IT teams focus on providing their members with data visibility and access they need to improve their workflow and enhance customer experience. The goal is to create a product or a service which suits the needs of each individual customer. 


2. AI efforts are scaling up

In the vast ocean of collected data, how do we recognize the drops that we need? In other words, how to extract the essential data and put it to good use? Artificial intelligence technology is the one which should help us solve these problems. Though the usage of AI in Croatia is a slow progress, it is definitely making its way. 

IT teams claim that AI helps them greatly in collection, organization and the usage of data. That is the reason why two fields attracting large amounts of investments are NLP (natural language processing), which lets employees search using natural language, and ML (machine learning), used to automate their work, recommend next best actions and personalize customer experiences.


3. Sellers want more mobile

On the global scale, nearly three-quarters of sales personnel work on a desktop computer, while only 8 percent use a mobile device to sell. The hope is that the 5G technology will even things out. Sellers who use Salesforce on mobile devices for their work claim that they engage with their customers more easily because all the information they need is constantly at their fingertips. Being mobile all the time enhances the workflow and speeds up the sales process. As new generations enter the workforce, mobile, personalized and instant approach is definitely expected.


4. 24/7 management moves mainstream


In its beginnings, 24/7 management was uncommon. But, as Salesforce is becoming a business-critical application, this kind of service is turning out to be the new expectation. Its impact on the broader ecosystem, teams, partners and companies has been recognized. An increasing number of organizations choose this kind of management in order to remain competitive and keep up with global trends. 67 percent of organizations who use 24/7 management have a positive return on investment.


In the end…


Even though it seems like this amount of technological changes could become overwhelming, it is fairly easy to avoid such scenarios. Try to recognize the technologies essential to your organisation and choose the ones which will help you improve your business. The important thing to do is to learn from your mistakes and be aware of what your team needs. 




The State of Salesforce report 2020




Ana Rogić, Marketing Assistant, HSM informatika