Modern Marketing Using AI: Leverage AI-enabled Marketing Automation and Insights to Drive Customer Journeys and Maximize Your Brand Equity by Malay A. Upadhyay & Pooja Chitnis

Author:Malay A. Upadhyay & Pooja Chitnis [Upadhyay, Malay A. & Chitnis, Pooja]
Language: eng
Format: epub
Publisher: BPB Publications
Published: 2022-10-15T00:00:00+00:00

Figure 10.1: Salesforce Sales CRM UI (1)

If you notice the top menu bar, each aspect of a sales cycle has a dedicated “object” to store the corresponding information. And they are all interconnected. So, information on a “lead” can be moved to a “contact”, connected to the “account” hosting her organizational information. The “opportunity” can have information on the particular sales cycle with that account. And all such information can be viewed in custom “reports” or in a graphical manner on “dashboards”. Users can also create new custom objects, in addition to any connected app showing in the menu as well.

The CRM is the primary repository of all data and knowledge in the organization on the customer-facing side. Therefore, all other software, including those we have looked at so far, are generally designed to integrate with a CRM and use its data. Think about this ecosystem as similar to your phone that runs on a central operating system and can house many apps which you can purchase from its marketplace to do different things. The Salesforce ecosystem is so big and supports so many apps that the company has churned out the term “The Salesforce Economy”. Sure enough, the CRM has spawned entire career paths, with certifications offered to those who know how to set it up and operate it. That task alone can be so big that we even have companies that focus solely on setting up and supporting the CRM usage by its customers. Its marketplace houses many apps, each of which are companies ranging from startups to global enterprises. When we bring all this together, the Salesforce ecosystem is single-handedly responsible for hundreds of thousands of jobs.

In the first section, we discussed the issue of data unavailability as one of the main impediments to AI usage and insights gathering. While organizing data storage and processing is one (and the biggest) part of the corrective process, companies also have to guard themselves against potential loss of data. Privacy laws in the European Union and Canada are particularly to take note of. For example, in Canada, companies may have to delete all data belonging to an individual if he or she requests it. (2) Una has to ensure the following three things in parallel here:

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