Reflecting on INSIGHT 2024: A Deep Dive into Marketing and Sales Alignment

We were honored to participate as sponsors at the INSIGHT 2024 conference in Salt Lake City. We had an opportunity to co-present with RainFocus, highlighting the AppExchange app we helped them build that exemplifies the power of aligning marketing and sales through effective event management in Salesforce. 

One of the key issues we discussed during our presentation and 1-1 conversations was the importance of marketing and sales alignment. This often goes overlooked in many organizations, leading to disjointed efforts and missed opportunities. We discussed how unified goals focused on shared outcomes such as revenue targets, conversion rates, and customer lifetime value are essential for this alignment.

Our discussions also centered around the importance of a 360-degree view of a customer, which offers numerous benefits, including enhanced customer understanding, streamlined operations, data-driven decision-making, improved customer experience, and increased revenue.

Many participants were interested in how Salesforce can be used to create the 360-view and how we as a summit SI partner can help them unlock value from their investment in Salesforce. 


Here are some takeaways from our discussions: 

Salesforce Customer 360: Unifying Customer Data

  • By integrating customer data across touchpoints, Salesforce Customer 360 allows businesses to understand customer behaviors and preferences deeply, enabling personalized engagement strategies

Data Cloud

  • Salesforce Data Cloud consolidates and activates customer data from multiple Salesforce and external sources, enabling comprehensive customer profiles through data integration, transformation, and harmonization. Once you unify the data creating a single source of truth, you can use it for analytics and insights, AI predictions, use it in flows, actions and apps. 

CRM and Marketing Cloud Integration

  • Automating and streamlining workflows between sales and marketing not only improves collaboration but also allows teams to focus on strategic initiatives rather than manual processes.

Real-time Analytics for Decision-Making

  • Access real-time insights into events data, marketing campaigns and sales activities in CRM Analytics and Tableau and enable teams to quickly adjust strategies in response to market dynamics or customer feedback

Einstein AI for Enhanced Engagement

  • Predicts future customer behaviors, sales outcomes, and marketing trends, providing AI-driven insights and recommendations to optimize engagement strategies and improve efficiency.
How can we help as a Summit SI partner and expert PDO? 

  • Consulting and Advisory: We provide strategic advisory services to align technology initiatives with business goals, leveraging our deep industry expertise and understanding of digital trends. This includes formulating strategies for digital transformation, customer engagement optimization, and technology innovation to drive business growth and competitive advantage.

  • Professional Services: Our professional services span implementation, custom development, DevOps, and system integration, tailored to meet the unique challenges and objectives of each organization. We ensure seamless adoption of new technologies, custom solutions to meet specific business needs, and efficient, agile development processes to accelerate time to value.

  • Managed Services: Through managed services, we offer ongoing support and development, including capacity enhancement, continuous improvement of technology platforms, and third-line support. This ensures organizations can maintain operational excellence, adapt to changing business needs, and leverage continuous innovation without the need to expand their internal capabilities.

We are delighted with the positive responses from the INSIGHT 2024 attendees and look forward to continuing our work with RainFocus. Stay tuned for more updates!

Need help with your Salesforce digital transformation? Contact us to discuss Salesforce consulting, implementation, product development, and support!

Written by:

Greg Wasowski
Greg Wasowski

VP, Solution Consulting