Welcome to the inaugural episode of my series!
I’m Mariano Baca-Storni, CEO of Inclusion Cloud. With my extensive tenure as the CEO of a Salesforce partner company, I’ve witnessed firsthand the transformative power of Salesforce CRM capabilities across various industries. My goal is to leverage my expertise to guide business leaders currently using or considering the Salesforce ecosystem.
First off, a huge thank you to my team at Inclusion Cloud. Their amazing work in gathering Salesforce insights and FAQs has been indispensable in creating this weekly series. I also strongly recommend following Inclusion Cloud’s LinkedIn page for top-notch Salesforce content and insights into other tech trends.
Now, to the heart of the matter. The aim of this section is straightforward: Answer your most pressing questions about the Salesforce Ecosystem. Clear and simple. Given the expansive nature of Salesforce, my goal is to make it as comprehensible and accessible as possible.
This week, we are covering a hot topic: Is Einstein GPT really a game-changer for modern business or just marketing hype? Let’s dive straight into the questions.
1- Is Salesforce’s Einstein Really Making an Impact?
Yes, it is, but with a caveat. Salesforce’s Einstein GPT is not a magic wand; it’s a tool that enhances efficiency and decision-making. However, its impact largely depends on the quality of data fed into it and how well businesses understand and utilize its features. But the tool has incredible potential. Let’s look at marketing and sales:
In Marketing:
- Predictive Scoring: Einstein analyzes customer behavior to predict future actions. For instance, it can identify which customers are most likely to engage with an email campaign, allowing marketers to tailor their strategies more effectively.
- Audience Segmentation: With this score, you can easily segment your audience.
- Content Recommendations: This feature suggests the most relevant content for each customer. It’s like having a smart system that knows what your customers would like to see next.
- Journey Insights: Einstein tracks customer journeys across different touchpoints, providing insights into which paths are most effective and where improvements are needed.
In Sales:
- Lead Scoring: Like in marketing, Einstein allows you to categorize your potential leads to discover who really wants to buy and who is just window shopping.
- Opportunity Insights: Provides alerts on deals. Basically, it tells you which sales opportunities to focus on and which ones might need a different approach.
- Account Insights: Gives you a quick rundown on customer accounts, helping you understand their needs without sifting through loads of data.
- Automated Data Entry: This is a time-saver. It automatically records your emails and meetings with prospects in the CRM. Less admin work for you.
- Forecasting: Uses data to predict sales outcomes, helping you plan better and set realistic targets.
In conclusion, if you use high-quality data and have the right business strategy, Einstein GPT could help double your leads while also helping your reps exceed their quota month after month.
2- What Are the Adoption Barriers?
I can identify three barriers, in my experience. The main obstacle I see in AI adoption for business is data quality, as I mentioned before. AI systems like Einstein rely heavily on data. If the existing data is poor in quality or limited in quantity, the AI’s effectiveness is significantly reduced. Of course, data scientists are crucial here to set up good data practices and conduct regular data audits.
The second barrier is related to the lack of the right skills. Salesforce is a low-code platform, but that doesn’t mean you don’t need specialized talents. If you don’t have Salesforce professionals with expertise in your industry on your team, the adoption process can seem overwhelming.
Lastly, AI adoption demands a cultural change within organizations. There can be a lack of understanding or trust in AI’s capabilities and outcomes. People might be skeptical about how AI makes decisions or concerned about it replacing human jobs, leading to resistance in adopting these technologies. Not to mention, AI requires changes in business processes and workflows.
3- Will AI Replace Salesforce Talents?
The short answer is no. AI is useful for tedious jobs that we repeat over and over. But when it comes to thinking creatively, making complex judgments, or just knowing other teams and their needs, the story is different. AI cannot replace the human touch and business understanding.
So, while AI is changing how companies operate in Salesforce, it isn’t here to replace Salesforce talents. But we can’t deny that AI is altering the nature of our work. Sure, AI can automate processes and tasks. But can it figure out what a company truly needs? Not at all. That’s where Salesforce specialists come in
Thanks for reading my first episode! If you’ve got questions or something specific you want to dive into next time, just let me know. Your input is invaluable!
P.S.: Don’t forget to follow InclusionCloud and subscribe to my newsletter on LinkedIn!
