As the originator of the SaaS industry, Salesforce has carried out a series of layouts around SaaS CRM. This article focuses on its four cores: Sales Cloud, Marketing Cloud, Service Cloud and eCommerce Cloud, and analyzes Salesforce from the perspective of product layout…
The super SaaS ecosystem created by Salesforce, which we discussed, is actually a closed loop around CRM: get a contract – customer management – customer service – commercial monetization – repayment, and the invisible intelligent support and data technology behind it. An in-depth understanding of the products it provides can help us better understand the nature of the CRM business and its affiliated businesses.
It is worth mentioning that Salesforce has built a moat to a certain extent by cross-selling and up-selling its product matrix services and tools.
Product Matrix, Not a Tool, neither Tools
The core products provided by Salesforce are marketing cloud, sales cloud and customer service cloud, which respectively correspond to the sales closed loop of pre-sales, sales and back-end sales.
This part of the business contributes to the largest proportion of revenue and serves the whole process of enterprise sales activities…
But the recently launched eCommerce Cloud is the test of Salesforce’s involvement in the e-commerce sector, reflecting its ambitions in the B2C market. The rest of the products provide the role of back-end support, enabling core business to run quickly, efficiently, and correctly. The list of product matrices provided by its official website may not reflect the relationship between the various businesses, we reorganized them.
The Cloud Platform, Analytics Cloud, IoT Cloud provide support for core products. Application Cloud provides access to massive SaaS applications. The Lightning platform provides a graphical programming approach to building a personalized process framework. Analysis Cloud provides data visualization and intelligent analysis services to visualize and analyze sales process data. The learning platform provides an environment for developers and users to learn and learn. The IoT Cloud is a recent launch of its product.
The developer platform provides platform cloud Force.com, development tool Heroku, integration tool integration, and test environment Sandbox, mainly used by developers, providing a quick solution for secondary development, deployment, data invocation and testing. Integration Tools Integration provides a free combination of business processes. The sandbox provides a safe and isolated test environment.
The artificial intelligence platform Einstein Einstein provides AI technical support for specific businesses, providing predictive analysis, image recognition and knowledge mapping technology with machine learning and deep learning as the core, serving online and offline.
In the data services platform, thunder provides IoT data, CRM Data provides sales data, as well as mail, calendar and social data. Mulesoft, the data integration platform, has access to all aspects of data.
The cornerstone of all services: Sales Cloud
Salesforce’s sales cloud business accounts for the largest share of total revenue and are the first to receive successful services. With the addition of artificial intelligence technology, the current sales cloud can automatically collect data through sales automation (SFA) technology, gain instant insights, and actively guide sales representatives to win transactions through forward-looking forecasts.
At the same time, it connects data in sales, service, marketing and B2B business to provide consumers with a seamless and personalized experience, which greatly simplifies the work of sales staff and reduces the dependence of the company on the personal ability of sales personnel.
In terms of segmentation, the sales cloud has achieved four points:
- More sales leads. The sales leads are fully profitable from the success of the marketing side, and through the omnichannel marketing activities, the sales department has a steady stream of sales leads.
- More opportunities to become single. The single opportunity comes from the grasp of the customer’s personality and actual needs. Through the Salesforce customer information management function, the sales representative can obtain the information of the customer on the popular social media websites such as Facebook, Twitter, LinkedIn, YouTube, etc., to achieve the purpose of familiarizing with the customer. The customer information management function provides key market information such as trading stage, product, competition, and quotation.
- Improve sales efficiency. This is a basic service, and Salesforce provides mobile representatives with mobile office apps, file synchronization and sharing, email integration, instant messaging, and more.
- Sales forecasting and decision making. The management and integration of all sales information lead to sales dashboards that not only provide forecasts of sales results but also turn data into actionable recommendations that allow everyone to use the action to guide action at any time and any place.
The artificial intelligence platform Einstein provides intelligent insight into sales. Einstein Lead Scoring rates and ranks lead based on the likelihood of a lead conversion transaction, which is prioritized for sales to follow up. Einstein Opportunity Insights evaluates the probability of a final transaction through customer sentiment, competitor engagement, and overall lead interaction. Einstein Activity Capture connects email and calendar with Salesforce to better plan your itinerary for sales representatives. Einstein Account Insights provides M&A activities and company extension updates related to the main business.
Provide customers with “customer-centric” service capabilities: Service Cloud
Salesforce’s service cloud is a leader in Gartner’s Magic Quadrant, enabling customers to gain service capabilities during the aftermarket.
Customer Service Cloud centrally dispatches and manages all customer service personnel through the Lighting Customer Service Console, and aggregates all the information needed by customer service personnel to solve customer problems. The customer’s personal information helps the customer service to provide personalized feedback.
Live Chat Software Live Agent is an online tool that helps customer service staff communicate with customers 24 hours a day, 7 days a week.
Customer communities based on customer problem solving and peer-to-peer communication provide a place for customers, customer service and other employees of the company to better interact and solve problems faster.
Salesforce’s service cloud extends from call center software to self-service portals to anticipate customer needs with faster, more intuitive, and more flexible support.
Einstein’s artificial intelligence technology also plays an important role in the customer service field. Chat robot Einstein Bots uses natural language processing techniques to perform simple tasks such as viewing application status or modifying orders. For complex tasks, Einstein Bots collects and verifies customer information and seamlessly forwards this information to customer service personnel.
The problems encountered by the customer are very strange. The AI analyzes the new case to make predictions on the case field, realize automatic classification and transfer, and make follow-up steps to recommend. The setup, deployment, tuning, and implementation performance monitoring of these AI services are all done in a simple manner.
Open online and offline attempts: eCommerce Cloud
The Commerce Cloud is a new attempt in the new field for Salesforce, including two modules, B2B and B2C. In particular, it is characterized by business innovation in the B2C field, so it is important to talk about business cloud attempts in the B2C field.
Although there is already a head-end e-commerce platform in the US or China, it is still unable to meet some of the needs of the brand side. The business cloud provided by Salesforce still hopes to provide an independent brand of online and offline channels that meet the requirements for ambitious brands to communicate better with consumers.
The goal of Commerce Cloud is to help brands create a smart, unified buying experience across all channels (mobile, social media, web and store), and technologies such as IoT and AI are intensively displayed in online brands. Features include marketing, sales, content, promotions, customer service, order fulfilment, and artificial intelligence. Unified consumer experience is reflected in:
- The satisfaction of the offline experience. Whether it’s online or offline, you can choose the in-store purchase option, or choose to return at the store or service center to make the shopping process easier. Intelligent management of digital channels and inventory, sales, promotions within the store, all operations are carried out through a shared view of information such as customers, orders and more.
- Digital consumer experience from stores, mobile phones and social media. Engage customers and turn them into consumers through marketing, sales and promotions. Open the online shopping experience to online and offline.
The growth point of future business: Marketing Cloud
The billion-dollar think tank, with the rapid development of marketing technology MarTech and advertising technology AdTech, marketing cloud business will be the focus of Salesforce’s future efforts. Tool-based CRM meets the requirements for compliance and information recording in the sales process, but the demand for customers cannot be met by such CRM, so the injection of marketing capabilities in CRM will become the focus of attracting users. Salesforce gave Pardot, a marketing automation tool for B-side, and Customer360 for C-side, which will be highlighted in a future article.
Although Salesforce’s product matrix is more complex, after a deep understanding, it will be found that all the business is actually grown on a backbone, that is, the optimization of the entire process of sales. Salesforce’s main business is very prominent, and its core capabilities directly reach the customer’s revenue growth end.
Whether it’s the B-market or the C-market, Salesforce offers a portfolio of products that, surprisingly, can be coexisted under the same system.
Another amazing point is that AI capabilities seem to exist everywhere in sales, customers, marketing tools, which may prove that the future AI capabilities will be silent in the tools, non-professional Companies only need to buy tools. Salesforce is able to apply AI technology benefits to sales processes, and customers only need to consider whether their data is valuable.