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Future of Work

Salesforce CMO: ‘Trust is the Anchor Tenet for Us’

Sarah Franklin

Quick take: Sarah Franklin, Salesforce President and Chief Marketing Officer, joined marketing leaders at the Ad Age and Wall Street Journal’s “2021 CXO Tech Agenda” panel to talk about how the pandemic has created a new reality for B2B marketers.

Driving the news: Franklin was joined by Rachel Thornton, Chief Marketing Officer, Amazon Web Services, and Sara Varni, Chief Marketing Officer, Twilio, where they discussed remote work as the new normal and how technology can bring people back together in-person safely.

The Salesforce perspective: Franklin shared her perspective on topics including finding success from anywhere, how trust guides Salesforce’s marketing strategy, and how to create human interaction in this new hybrid world of work. Here’s what she said:

  • “Now, you need to think about your digital HQ first. You need to think about your sales teams not getting on airplanes to meet customers, but meeting them through Zooms, or your customer service people working from their kitchens, and you need to really invest in that. That’s what Salesforce and Slack can do, is bring you that digital HQ… it’s really that success-from-anywhere concept.“
  • “At Salesforce, we’re really focused on how you build trusted, direct customer relationships with everyone — your customers, partners, employees. Technology helps you do that in the digital world — safely and securely at scale. Trust is the anchor tenet for us.”
  • “We have to completely rethink everything. People are facing digital fatigue and craving that in-person interaction and that is something in which you have to think — how can we do things that are bringing people safely together, that’s engaging, that’s bringing that human interaction into the mix.”

Explore further: Go here to watch the full Ad Age and Wall Street Journal panel on demand and check out Salesforce+ to experience more than 125 hours of Dreamforce programming.

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