Salesforce & AI: A Not So Distant Future


By Lauren Keepers

Our friends at Salesforce hit the nail on the head when they defined artificial intelligence as, “the concept of machines who have the capacity to think the way humans do and perform mental tasks such as: reasoning, planning, learning and understanding language.”

To catch you up on a how AI has transcended thought and become tangible to the public, take a look at Wikipedia’s comprehensive Timeline of Artificial Intelligence.

So now the question becomes, what new developments will come to fruition in 2019? 

The hotbed of the Digital Era is coming to a slow but certain close. Gone will soon be the days where CRM software to properly run efficient sales, marketing and customer servicing operations within small businesses and large enterprises was enough to adequately serve its customer base.

ProTip: If your organization hasn’t transitioned from manual processes and siloed department communication to streamlined, automated and collaborative sales and marketing methods, contact one of our consulting experts to help your team grow your business in the right direction today.

The next technological revolution is hypothesized to create even more sustainable avenues of operational productivity to advance businesses around the globe. Evident through their headlining plans to acquire AI startup ventures like Datorama, Salesforce’s dream to win the AI race and effectively understand how to integrate its capabilities within their current digital transformation product offerings is changing the pace of the cloud services game at rapid rates.

Salesforce’s Einstein Analytics is that game-changing CRM feature. He’s every business’ favorite data physician and has the capability to successfully predict customer needs based on the likelihood of closed deal data ratios, forecast trend predictions, provide solid product recommendations based on historical customer behavior and prescribe tailored solutions to adhere to the unique needs of each customer. Imagine your organizational dream world – all of your data is connected and housed under one roof so that every department is able to seamlessly interact with another and arrive at data-driven strategic conclusions. That haven is tangible through Einstein and will be increasingly achievable as Einstein’s capabilities become more refined alongside new AI discoveries and enhancements.

Here are the two ways Salesforce and AI are progressing together faster now than ever before:

 

1 | Improved Lead Segmentation 

Personalization is powerful, which is why Einstein Analytics can absorb and analyze customer profile data within your Salesforce org at lightning speed. Demographic and location information, purchase history and general web engagement characteristics will be segmented faster than ever. In conjunction with this, an AI supported CRM is powered by rational, intuitive algorithms that will:

  • Learn from its past decisions.
  • Have the ability to craft highly tailored customer communications.
  • Identify when the most profitable moments are to target specific clients and determine the most appropriate media channel to do so.

Einstein analytics provides marketing teams with dashboard resources to aid more comprehensive campaign planning through insights into pipeline deals, ROI breakout, email engagement, top performing forms, landing page completion tracking and more.

As customization is pushed to the forefront of customer experience design and delivery, Einstein’s AI components helps sales reps to better prioritize hot leads apart from leads that might not be worth putting as much time and resources towards. Through its predictive lead scoring methods and prescriptive recommendations on each individual lead’s action plan, Einstein is paving the way sales and marketing departments interact with one another.

 

2 | Natural Next Step

The paths between Einstein Analytics and AI are not parallel. They’re perpendicular. Future discoveries that are made by AI pioneers, possibly by the likes of Salesforce’s Einstein engineers and developers themselves, are bound to inspire new avenues of exploration on behalf of the CRM-AI relationship. We already know that within 2019, the fruits of their labor will be experienced by the companies that currently utilize Einstein or are planning to do so in the near future. 2019’s Einstein Analytics releases will impact:

  • Custom fields in forecasting
  • Automated flows for bots
  • Faster data visualization
  • Enhanced image detection

The release features above are expected to yield the combined results of increased flexibility, faster setup and easier insights to review and provide feedback on. And with growing consumer demands – the primary being situated in immediacy and competitive price comparisons – the natural and necessary next step for businesses is to adopt AI-assisted CRM technology that positions their business to lean on machines that can do it more efficiently and more effectively than humans can.

 

If you want to learn how Einstein can be configured to best serve your organization’s unique needs or simply want to jump-start the digital transformation conversation, contact one of Canpango’s expert consultants today. CRM robots can be trained to think and act for themselves but they’ll need the right coaches in place to carry out the training.

 

Resources:

http://world-information.org/wio/infostructure/100437611663/100438659360

https://en.wikipedia.org/wiki/Timeline_of_artificial_intelligence

http://fortune.com/2017/10/19/ai-aim-salesforce-ceo-marc-benioff/
https://www.forbes.com/sites/bernardmarr/2017/07/25/28-best-quotes-about-artificial-intelligence/#48567a24a6fc

https://www.martechadvisor.com/articles/crm/5-ways-ai-is-changing-crm/

https://www.pymnts.com/news/partnerships-acquisitions/2018/salesforce-datorama-ai-marketing-platform/

https://releasenotes.docs.salesforce.com/en-us/winter19/release-notes/rn_einstein.htm

https://www.marketwatch.com/story/why-mark-benioffs-ai-bet-will-power-salesforces-next-wave-of-growth-2018-03-27

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