Surprising and delighting your customers is foundational to marketing, but focusing only on campaigns to achieve this can create disconnect with customers. Companies must make the most out of every customer interaction by transforming single moments into personalized journeys. The CMO is now the Customer Journey Officer, whose role is to define and optimize the customer journeys across ALL touch points – marketing, sales, service & product experience.

1. CUSTOMER JOURNEY OFFICER
- THE NEW CMO
Michael Lazerow
Chief Strategy Officer
@lazerow

2. SAFE HARBOR
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make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber
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statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
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on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc.
assumes no obligation and does not intend to update these forward-looking statements.

3. THANK YOU!

4. #1 in Cloud Computing and CRM
#1
Salesforce:
World’s #1 CRM
Cloud Computing
Market Share
#1
World’s Most
Innovative Company
2011, 2012, 2013
#1
#1
Market Leader:
Enterprise, MidMarket,
SMB & Sales Force
Automation

5. 1%
Time
Equity
Product
624,000+
Hours
Service
$65M+
Grants
22,000+
Non-profit
Organizations
1/1/1 Model
Adopted by

6. 50 Billion Connected “Things” THIRD WAVE OF COMPUTING:
“INTERNET OF THINGS”
LAN/WAN
Client
Server
Millions
Thousands
Mainframe
SNA
Terminal
LTE
Cloud
Social . Mobile . Cloud . Connected

8. HOLIDAY SHOPPING Q4 2013 VS PRIOR YEAR
46%
increase
in mobile
commerce
35%
of online
traffic
30%
of
purchases
IBM Digital Analytics Benchmark (10/1/13 through 12/31/13), Jan. 2, 2014. E-Commerce Pulse data for the 2013 holiday season

9. MOBILE ALMOST AS UBIQUITOUS AS TV
% of
Population
Global Users (MMs)
SOURCE: Mary Meeker Internet Trends 2014

10. MOBILE IS NOT JUST AN
ENTERTAINMENT
DEVICE!

12. New York-Reno
August 1, 2013

13. New York-Reno
August 1, 2013

15. THE SWISS ARMY KNIFE FOR MODERN LIFE
% of time
spent in
mobile
SOURCE: Flurry Analytics, April 2014.

16. A GAME CONSOLE IN YOUR POCKET
Time spent on iOS and Android devices
SOURCE: Flurry Analytics, April 2014.
Gaming
32%

17. A PARTY IN YOUR POCKET
Time spent on iOS and Android devices
Social
apps 28%
SOURCE: Flurry Analytics, April 2014.
Gaming
32%

18. THE RAPID RISE OF THE MOBILE ADDICT
Worldwide daily app usage distribution (Millions)
SOURCE: Flurry Analytics, April 2014.
Regular Users
Super
Users

19. THE RAPID RISE OF THE MOBILE ADDICT
Worldwide daily app usage distribution (Millions)
SOURCE: Flurry Analytics, April 2014.
Regular Users
Super
Users

20. THE RAPID RISE OF THE MOBILE ADDICT
Worldwide daily app usage distribution (Millions)
SOURCE: Flurry Analytics, April 2014.
Regular Users
Super
Users Addicts

21. WOMEN OVER INDEX AS “MOBILE ADDICTS”
Mobile Addicts vs. Average Mobile Users (by
SOURCE: Flurry Analytics, April 2014.
Gender)
Average
Mobile
User
Males
Female
s

22. THE BATTLE FOR THE MOBILE ADDICT IS ON
Mobile Addicts vs. Average Mobile Users
SOURCE: Flurry Analytics, April 2014.
Femal
es
Sports fan
Gamer
Parent &
education
Moms

23. THE BATTLE FOR THE MOBILE ADDICT IS ON
Mobile Addicts vs. Average Mobile Users
Femal Males
es
Catalogue
shopper
SOURCE: Flurry Analytics, April 2014.
Sports fan
Gamer
Parent &
education
Moms
Gamer
Parent &
education
Auto
enthusiast

24. YET MARKETERS JUST STARTING TO “MOBILIZE”
% of time spent in media vs % of advertising spend
Global Users (MMs)
SOURCE: Mary Meeker Internet Trends 2014

25. WELCOME TO THE
REWIRING OF
MARKETING

26. Internet of Customers Has Changed Marketing Forever
Consumer
Fragmented 1:Many Anonymous
Customer
Seamless 1:1 True identity

27. Internet of Customers Has Changed Marketing Forever
Consumer
Fragmented 1:Many Anonymous
Customer
Seamless 1:1 True identity
Cookies & Pages People & Connected Products

36. WELCOME TO THE
REWIRING OF GLOBAL
BUSINESS

37. WELCOME TO THE
REWIRING OF GLOBAL
BUSINESS (AND THE
CUSTOMER IS AT THE
CENTER!)

38. Buzzfeed
• 130MM UVs (3X Y/Y)
• 50%+ mobile
• 75% social
• 50%+ age 18-34
• $100MM+ revs
SOURCE: Mary Meeker Internet Trends 2014
News

39. Entertainment
Sky Does Minecraft
• 10MM subscribers
• 2B views
• Zero overhead
• Direct relationship with
customers and brands

40. Transportation
Uber
• 43% of population now
served in just 4 years
• 20,000 jobs created every
month
• $90,766 (NYC) median
income
• Contributes $2.8B/yr to U.S.
economy
• $18.2B valuation
SOURCE: Uber blog (http://blog.uber.com/uberimpact)

44. IT’S DIFFICULT.

45. SOURCE: Exact Target Marketing Cloud / Deloitte “Bridging the Digital Divide” report. April 2014.

46. MOST COMPANIES
FEEL UNPREPARED
66%
of companies lack an
in-depth
understanding of their
customers
IBM Study of 1,700 CMOs
“From Stretched to Strengthened”

47. SOURCE: REDITT, The Illusion of Choice.)

48. #1
Do you know
your customers?

49. #2
Do you know
where they are
in their journey?

50. #3
Do you have a
strategy to move
them along in
their journey?

51. #4
Are you able to
measure the
business impact?

52. THE CMO IS NOW THE
CUSTOMER JOURNEY
OFFICER!

53. Job description
To define and optimize the
customer journeys across ALL
touch points – marketing,
sales, service & product
experience.
Do you know your customer?
Do you know where they are in their journey?
Do you know the next step for customer?
Can you measure the business impact?
Meet the Customer Journey Officer

54. MARKETING IS THE
JOURNEY.
AND THE JOURNEY IS
MARKETING.

55. THE CUSTOMER
CHOOSES WHEN TO
START THE JOURNEY.

56. HOW THEY WANT TO
TRAVEL ON THE
JOURNEY WITH YOU.

57. AND WHEN TO END IT.

58. AND THEY EXPECT YOU TO BE
THERE EVERY STEP OF THE
WAY – WITH DIRECTIONS,
ASSISTANCE AND
ASSURANCES THAT YOU WILL
BE THERE AFTER THE
PURCHASE.

59. “CRM and advertising
are coming together in
one-to-one marketing.”
-Twitter CEO
Dick Costolo
(1/8/14)

60. click
comment
post
app
device
Behind every is app a customer.
tweet
sale
service call
entry

61. MARKETING’S “LAW OF 1”
SIZE OF CUSTOMER
SEGMENTS WILL
CONTINUE TO DECREASE
UNTIL THEY REACH 1.

63. FUNNELS ARE
THE
AMUSEMENT
PARK CAKES
OF YOUR
MARKETING
DEPARTMENT.

64. THEY TASTE
GOOD BUT
LEAVE YOUR
MARKETING
DEPARTMENT
SLUGGISH
AND BLOATED.

65. CUSTOMER EXPERIENCE
MANAGEMENT IS DEAD.

66. CUSTOMERS AREN’T
MANAGED. CUSTOMERS
MANAGE YOU.

67. SONY BUILDS A SINGLE VIEW OF THEIR CUSTOMERS
Launched PS4 & player community
Complete visibility into the customer journey
Engaging and publishing relevant content across mobile, social and in-game experience

73. SONY VIDEO:
HTTPS://WWW.YOUTUBE.COM/WATCH?V=XNHBUUG-O18

74. This just in …

75. “We’re using technology that enables rich
one-to-one relationships. Our entire
company is built around making every
interaction feel human”
- Brian Spaly, CEO
TRUNK CLUB CONNECTS CUSTOMERS & EMPLOYEES WITH MOBILE APPS
Personalized clothing service runs its entire business on mobile
Employee mobile app gives stylists insight into member interest, preferences, and fits
Integrated sales, service & marketing provides unified view of the customer

76. TRUNK CLUB VIDEO:
HTTP://WWW.SALESFORCE.COM/CUSTOMERS/STORIES/
TRUNK-CLUB.JSP

77. “To win in today’s marketplace you have to have a
centralized consistent experience from every touch
point you have with your customers.”
Jamie Womack, VP Corporate Marketing
REIMAGINING THE CAREER SITE THROUGH A CUSTOMER-CENTRIC VISION
• Largest U.S. Online Job Site: More than 24M users/month
• 24/7 notifications of new positions on mobile devices
• Unified marketing efforts and 1,000+ sales reps
• Report $8M annually ROI from Salesforce efforts

78. CAREERBUILDER VIDEO:
HTTPS://WWW.YOUTUBE.COM/WATCH?V=RCPYIFDML20
&LIST=PLHYDWFM-NBDSD4H6HQPGJFF1IQ4T3BOP8&
INDEX=8

79. CUSTOMERS ARE ON A JOURNEY WITH YOUR BRAND

80. “We need to better serve our current
customers, and increase our share of wallet.”
better serve our current customers
First
Purchase
Repeat
Purchase
Loyal
Customer
Anonymous
Browsers

81. ACLPV: Average Customer Lifetime Purchase Value

84. THE PURCHASE IS NOT
THE END OF THE
JOURNEY. IT’S JUST
ANOTHER STOP ON WHAT
YOU HOPE WILL BE A
LONG AND PROFITABLE
JOURNEY.

85. DATA FUELS THE JOURNEY.

86. CONTENT IS THE VEHICLE
CUSTOMERS RIDE ON THEIR
JOURNEY WITH YOU.

87. MICHAEL LAZEROW
Chief Strategy Officer, Salesforce Marketing
Cloud
@lazerow
salesforce.com