Now that we are in 2024, leaders must navigate an already evolving Salesforce landscape. This article focuses on the current Salesforce trends, providing essential leadership insights to effectively steer through the ongoing wave of digital transformation. With these trends shaping the business environment, understanding and adapting to them is key for staying competitive and leveraging Salesforce’s full potential.

Prioritising Human Connection  

The trend towards prioritising human connection in sales is becoming increasingly important. In the era of digital communication, fostering genuine relationships with customers is key to standing out in the market. This approach includes engaging with customers to understand their daily challenges and preferences, thereby building trust and enhancing the effectiveness of sales strategies​ 

High-volume data Processing and Scalability  

Salesforce’s scalability in processing high volumes of data is crucial for businesses of all sizes. The shift towards cloud computing has democratised access to powerful computing resources. This trend enables businesses to efficiently handle growing data and user demands, fostering innovation and a competitive edge in a rapidly changing digital marketplace​.  

Leaning into Influencer Marketing  

Influencer marketing is not just growing; it’s booming, now valued at a staggering $21 billion. This approach is crucial for both B2B and B2C entities. Why? Because influencers on social media, who have a deep understanding of their niches, can significantly uplift a brand’s credibility and presence. They are at the forefront, shaping how customers see products and what they choose to buy. 

Augmented Reality (AR) for Field Service  

For sectors that depend heavily on field services, the integration of augmented reality (AR) into Salesforce tools is a game-changer. This technology promises real-time visual guidance and interactive tools for field technicians, potentially reducing downtime and increasing productivity. The global AR market’s growth suggests a transformative impact in on-site services, with Salesforce-using organisations already reporting substantial revenue growth per licence.  

Industry Clouds for Maximum Impact  

Salesforce’s Industry Clouds are tailored solutions designed specifically for various industries. They have been a significant factor in organisations achieving higher ROI. These solutions enable Salesforce users to adopt industry-specific, customer-centric solutions, promising increased ROI and a comprehensive approach to industry-specific challenges. The focus will continue to be on delivering digital transformation through these tailored solutions.  

De-risking with Interoperable Data Systems  

Salesforce emphasises the importance of interoperable data systems to centralise data, thereby enabling organisations to respond effectively to disruptions and changes. High-quality, interoperable data systems facilitate agility, eliminate data silos, improve interoperability, and provide better performance and valuable insights on the Salesforce platform. This approach is key for organisations aiming to optimise their data management and leverage the full potential of Salesforce.  

AI and Data-Driven Intelligence  

AI’s integration into Salesforce, particularly with Sales Cloud Einstein, has been a game-changer. With AI tools, it’s transforming into a hub of insightful predictions and recommendations. These tools learn from a wealth of CRM data – evaluating team performance, tracking sales trends, and much more. The acquisition of Tableau Software and the birth of Einstein Voice are testaments to Salesforce’s deep dive into AI and data analytics, aiming to  transform sales, marketing, and service strategies. 

System and Data Integration  

The need for seamless and connected customer experiences has led to a significant focus on system and data integration. Salesforce’s Customer 360 platform connects various clouds (Commerce, Marketing, Service) to deliver a unified customer journey view. Along with MuleSoft Inc., Salesforce aims to enhance data unification, audience segmentation, and personalised experiences. This unlocks a seamless user experience across various channels, which is fundamental for enhancing ROI from these CRM tools. 

Conclusion: Forecast for 2024  

As we look towards 2024, the Salesforce platform is evolving to be more focused on human-centric approaches, driven by data and AI. For leaders and organisations, adapting to these trends is not just beneficial – it’s essential. This evolution will be central to thriving in an increasingly digital world, keeping companies competitive and in tune with evolving customer needs.