IBM+我的差距：通过在整个企业范围内集成Salesforce+Cloud获取更多价值.pdf

《IBM+我的差距：通过在整个企业范围内集成Salesforce+Cloud获取更多价值.pdf》由会员分享，可在线阅读，更多相关《IBM+我的差距：通过在整个企业范围内集成Salesforce+Cloud获取更多价值.pdf（29页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、IBM Institute for Business Value|Research InsightsMine the gapsExtracting more value by integrating Salesforce Clouds across the enterprise2IBM has a long history both as a customer of Salesforce and as a provider of support services to Salesforce customers.Leveraging our extensive teams of Salesfor

2、ce consultants across industries and around the globe,our customers work to optimize their Salesforce investments.Salesforce Consulting Services from IBM helps clients transform their businesses by combining the power of Salesforce with the right strategy,design,integration,and technology to create

3、intelligent experiences,drive innovation at scale,and capture growth opportunities.We help clients unlock the next wave of value from Salesforce and make their businesses smarter.For more information,please visit https:/ IBM can help1Break free from tactical silos by strategically connecting Salesfo

4、rce Clouds.Organizations that have integrated Salesforce Clouds reaped 40%more average revenue per Salesforce license than those that have not.Create a cyclone of continuous improvements.Companies that connect multiple Salesforce Clouds report embedding Salesforce in continuous process improvement c

5、ycles 33x more than companies that do not integrate.Double your transformative strategies and drive differentiation.Organizations that connect Salesforce Clouds are planning“broadly inclusive”or“fully comprehensive”enterprise transformations at 2x the rate of their counterparts operating in silos.Or

6、ganizations that have integrated Salesforce Clouds reaped 40%more average revenue per Salesforce license than those that have not.Executive summary2Certain organizations find significant additional value in the connective tissue between Salesforce Cloud solutions.3The Salesforce platform:Connection

7、is powerSalesforce is a force to be reckoned with.Often regarded as the number-one customer relationship management(CRM)organization in the world,its market share was almost a quarter(24%)in 2021 surpassing that of its top four competitors,which had just 19%combined.More than 150,000 customers world

8、wide use the Salesforce platform.1 Perhaps most importantly,Salesforce,with its large and growing array of solution clouds,is keeping pace with evolving customer requirements that address rapidly changing market dynamics.2Salesforce is renowned for the performance of its cloud-based software solutio

9、ns for sales,marketing,commerce,analytics,digital experiences,industries,and more.Each new Salesforce solution has been embraced by a market that demands positive returns on each purchased license.But we have found that certain organizations find significant additional value in the connective tissue

10、 between Salesforce cloud solutions.Salesforce customers can look to nature for a strong example of the power of connecting multiple individual Salesforce solutions.Consider this:the largest organism on the planet is not a whale or an elephant;it is an aspen grove.An aspen grove,on the face of it,ap

11、pears to contain more than 20 disparate trees.Yet in reality,an aspen grove is one organism that has grown from a single seed and shares an underground root system.34Organizations can view Salesforce in a similar fashion.Each individual Salesforce Cloud adds value to its users,the company,and the ec

12、osystem.But Salesforce approaches peak power when those individual Clouds are connectedsharing insights that both nourish the individual and support the collective.Do Salesforce users embrace this concept?Is connecting Salesforce Clouds standard practice?How are organizations actually optimizing the

13、ir Salesforce implementations?We surveyed more than 1,100 organizations across 11 countries to find out.Two groups emerged from our respondentsSalesforce Silo Specialists and Enterprise Connectors.Salesforce Silo Specialists are typically exploring Salesforce platform expansion across the enterprise

14、 but have implemented Salesforce in select functional areas in a siloed manner.They comprise almost half(46%)of the survey population.On average,they use 8.9 Salesforce Clouds,about the same as our Enterprise Connectors,who use 8.5 Salesforce Clouds on average.Salesforce Enterprise Connectors,at 12%

15、of respondents,is a fraction of our larger population.While their number of Salesforce Clouds is almost identical to Silo Specialists,Enterprise Connectors have integrated Salesforce solutions enterprise-wide and benefit from the value that comes along with more networked Salesforce capabilities.4 T

16、he small number of Enterprise Connectors sits in stark contrast to their large-scale results.While Silo Specialists achieve$2.6 million revenue per Salesforce license,on average,Enterprise Connectors have achieved 40%higher average revenue per Salesforce license.In the current economic environment,o

17、rganizations will also leverage Salesforce best practices and process improvement to drive essential and timely cost reductions.Finally,Enterprise Connectors say they are planning“broadly inclusive”or“fully comprehensive”enterprise transformations at almost twice the rate of Silo Specialists.Convers

18、ely,Silo Specialiststhose users of multiple Salesforce Clouds but connectors of nonecould well be missing out on revenue gains and transformational opportunities.We will explore the potential benefits that result from connected Salesforce Clouds,as well as concrete actions that will help Silo Specia

19、lists evolve into Enterprise Connectors.(Note that 42%of organizations fell between our two identified groups,displaying characteristics of each to various degrees.See“Research methodology”section on page 23.)PerspectiveTwo groups emerged from our research Salesforce Silo SpecialistsSalesforce Enter

20、prise Connectors 46%of the survey population Typically exploring Salesforce platform expansion across the enterprise Have implemented Salesforce in select functional areas in a siloed manner On average use 8.9 Salesforce Clouds.12%of respondents Have integrated Salesforce solutions enterprise-wide B

21、enefit from the value that comes along with more networked Salesforce capabilities On average use 8.5 Salesforce Clouds.5Silo Specialiststhose users of multiple Salesforce Clouds but connectors of nonecould well be missing out on revenue gains and transformational opportunities.6Configurable workflo

22、ws and platform integration help grow revenueLets clarify a key point:integrating Salesforce Clouds is not customizing Salesforce Clouds.Salesforce has invested considerable time and resources in its configurable workflows,intelligence,and automation,crafting widely used“best practices”for its broad

23、 client base.5 To the extent possible,the Salesforce platform is intended to be used as designed,with over-customization resulting in unplanned and expensive obsolescence.6 But the integration of Salesforce Clouds is another matter entirely(see Perspective,“A critical difference”on page 7)one that i

24、ntensifies both the power and value of Salesforce investments while optimizing Salesforce platform design.Heres an example:one global medical device company struggled to influence sales in a critical product category.The company wrestled with disjointed data from multiple Salesforce Clouds,making it

25、 challenging to cull high-value customers from a vast array of doctors offices and hospitals.The scattered data also hampered the accuracy of ROI estimates.This company has integrated both additional enterprise information sources and Salesforce Cloud data into Salesforce CRM.The strategy has helped

26、 it identify customer needs in its target segment,increase marketing efficiency,support integrated ROI tracking,and unify data across clouds.7 Lets clarify a key point:integrating Salesforce Clouds is not customizing Salesforce Clouds.7PerspectiveA critical differenceintegrating Salesforce Clouds ve

27、rsus integrating external data into Salesforce CloudsIts conventional wisdom:integration is critical to Salesforce success.Salesforce experts have long warned that immature data integration strategies often prevent companies from realizing additional Salesforce Cloud value.8 For many organizations,i

28、ntegrating data from standalone enterprise systems,ranging from SAP ERP to Outlook,into Salesforce Clouds is a standard and successful practice.Deploying multiple Salesforce platforms in silos is also common:witness our Silo Specialists,46%of our respondents.They adopt,on average,8.9 separate Salesf

29、orce Clouds.But an untapped opportunityone adopted by all of the Enterprise Connectorsis the integration between Salesforce Clouds themselves.According to our research,its this specific practice that generates impressive results.78Our research reflects this companys experience:the majority of Enterp

30、rise Connectors extract platform insights to forge deeper customer bonds and translate customer needs and insights into action.On the face of it,raw data is raw data.But these Connectors are empowered to use that data more Enterprise Connectors are empowered to use data more creativelyFIGURE 139%mor

31、e likely to reveal new opportunities 61%44%60%39%28%more likely to identify unmet customer needs 59%46%54%more likely to apply AI to generate insights creativelyspotting opportunities,uncovering insights,and identifying unmet needs(see Figure 1).And creativity is not passive:when compared to Silo Sp

32、ecialists,28%more Connectors than Silo Specialists anticipate turning those revelatory insights into action.Salesforce Enterprise ConnectorsSalesforce Silo Specialists9And consider this:Enterprise Connectors realize 40%more revenue per Salesforce license(see Figure 2).From a top-line perspective,its

33、 our most compelling finding.In an effort to establish a virtuous cycle,this Salesforce Enterprise ConnectorsSalesforce Silo Specialists$3.6 M$2.6 MEnterprise Connectors realize 40%higher average revenue per Salesforce licenseFIGURE 2enhanced return on Salesforce investments can be directed toward o

34、ther transformational efforts,which potentially increases revenue overall.1049%more Enterprise Connectors than Silo Specialists say they plan on accessing Salesforce data in real time.11Operational integration helps reduce costs by optimizing operational improvements and process efficienciesYes,Sale

35、sforce is a CRM tool.But integrating Salesforce Clouds extends the Salesforce influence,creating a wide-ranging operational impact that transcends CRM.Integration creates a transformational foundation,one that identifies and optimizes operational improvements across the enterprise.49%more Enterprise

36、 Connectors than Silo Specialists say they plan on accessing Salesforce data in real time.Salesforces newly announced Genie solution has the potential to make this easier and more effective for organizations hoping to bring together real-time data across multiple Salesforce solution areas.For exampl

37、e,a personalized offer on a website could change instantly based on the opening of a marketing email.9 And access to real-time data bears real-time results:three out of four Connectors agree that Salesforce improves the productivity of their workforce(see Figure 3).And,this research was conducted be

38、fore the release of Genie.3 out of 4 Enterprise Connectors agree:Salesforce improves workforce productivityFIGURE 312In effect,insights are exponentially more powerful when integrated and leveraged across Salesforce Clouds.Our research uncovered a stunning benefit to integration:Enterprise Connector

39、s say they embed Salesforce in continuous process improvement cycles 33x more than Silo Specialistshelping drive Salesforce Enterprise ConnectorsSalesforce Silo Specialists1%33%FIGURE 4a thriving continuous improvement culture across their organizations(see Figure 4).Executives that establish cultur

40、es of continuous improvement can potentially set the organization on a course for long-term cost-reduction cycles over time,which may be especially important in the current economic environment.Enterprise Connectors say they embed Salesforce in continuous process improvement cycles 33x more than Sil

41、o Specialists13Connecting Salesforce Clouds also spawns healthy partner ecosystems.In recent IBV research,64%of respondents say it is important for them to integrate business ecosystem partners into their cloud workloads.10 To benefit from the growth of global partner networks and how these networks

42、 drive revenue streams,organizations need to develop relevant,information-sharing relationships with suppliers,resellers,and service providers.11 Connecting Salesforce Clouds opens doors to those linkages beyond traditional organizational boundaries.For example,aligning Sales,Service,Marketing,and E

43、xperience Clouds creates knowledge,connection,and services to partnersas well as develops rewarding brand experiences.Organizations that prioritize partner relationship management unlock new value for all parties.12Enterprise Connectors engage on this broader playing field:77%agree that enterprise t

44、ransformation is important to ecosystem partners,compared to just 49%of Silo Specialistsa 57%percent difference(see Figure 5).In an increasingly interwoven world,integration improves intra-company interactions and transformational exchanges for mutual benefit.Enterprise Connectors also enjoy the ben

45、efits of ongoing cost reductions.Improving process efficiencies not only creates the potential to reduce labor and other direct costs,but also builds a culture of cost awareness in which employees continue to identify future cost reduction opportunities.FIGURE 557%more Enterprise Connectors agree th

46、at transformation is important to partners 77%49%Salesforce Enterprise ConnectorsSalesforce Silo Specialists 14Case studyConnecting Salesforce Clouds and transforming guest interactions to create competitive advantage13 A global hospitality and leisure company sought to connect multiple brands,platf

47、orms,websites,and back-end systems to reduce internal and external points of friction.It was able to deliver a more unified guest experience by:Connecting more than 143,000 employees through various Salesforce Clouds Increasing user engagement through enterprise-wide promotion,training,and activatio

48、n of targeted employee communities Providing a comprehensive view on guest interactions through Service Cloud Deploying performance dashboards and apps with AI-fueled insights Improving brand reputation by incorporating customer recognition in all guest interactions and constant awareness of guest l

49、oyalty across internal departments and systems Growing revenue and enhancing customer satisfaction by aggressively simplifying,streamlining,and digitizing enterprise processes.1415Connecting Salesforce Clouds opens doors to those linkages beyond traditional organizational boundaries.16Enabling trans

50、formation through strategic Salesforce integration Big ideas thrive on informationin many cases multiple sources of data that interact,percolate,and incubate.Connected Salesforce Clouds open the doors to those big ideas,according to most Enterprise Connectors.Four in five Enterprise Connectors(33%mo