Salesforce Technology and Its Impact on Business Processes Report

This report provides an overview of the technological innovations implemented by Salesforce, a leading cloud-based software company specializing in customer relationship management (CRM). It details how Salesforce leverages technologies like marketing automation, analytics, and artificial intelligence to enhance its CRM solutions and improve customer satisfaction. The report examines the disruptive impact of these technologies on traditional business models, particularly in sales and marketing, and discusses the benefits, such as expanded marketing strategies and increased customer service capabilities. The report also explores the challenges and opportunities presented by the on-demand economy and the rise of competitors, emphasizing the importance of continuous innovation to maintain a competitive edge. The report also references the assignment brief which focuses on disruptive IT and on-demand strategies.

Running Head: TECHNOLOGY OF SALESFORCE
Technological Innovation
Name of the Student
Name of the University
Author Note

1TECHNOLOGY OF SALESFORCE
Technological Innovation of Salesforce
Description of organization
The organization is a software company of America which is totally cloud-based. The
famous services that Salesforce provides are mostly in the area of customer relationship
management. It also provides the solution in the field of marketing automation, application
development, customer service and analytics (Sinisalo, Karjaluoto & Saraniemi, 2015). The
organization uses effective security for the data available to them, they offer scalable cost for
their solutions. The tools of CRM are customizable as per the requirement of the organization.
Innovation in Business
Salesforce has been consistent to include technological innovation in their business with a
varied range of CRM solutions (Bielawski et al., 2015). The approaches that Salesforce have
adopted are as follow:
 Marketing- The marketing techniques have developed to be customer-centric through
personalized emails, marketing campaigns, target marketing and other channels. By the
aide of analytics in real-time, the effectiveness of marketing is observed.
 Analytics- They have strong analytics and with the aid of technology the security of data
is always valuable to Salesforce.
 Infrastructure- The issues of incompatible software for hardware, deployment time and
maintenance program id facilitated by SaaS
 Artificial Intelligence- The added AI with tools of CRM to understand the needs of
customers better. They aimed to improve the satisfaction of the customers.

2TECHNOLOGY OF SALESFORCE
Disruption in business
The introduction of technology in any business have benefited it at a larger scale,
however, as a coin has two sides, similarly Information technology also had its disruptive side. In
the case of Salesforce, the most effective area are their sales, with the incorporation of
technologies and innovations the tradition cycles are changing vividly (Wittmann, 2017). The
organization had developed its internal process of sales to be linear and optimised it in that
manner only. Also with the availability of technology the free entry of the competitors is
increasing too. The use of new digital tools is shifting the customers towards other competitors.
Hence, digitalization is considered to be the disruption of the traditional business process.
Disruption facilitates advantages
The disruption of technologies has forced the organization to expand its marketing
strategies to the online platforms, provide services through the innovative techniques, the
connection with the customers are not limited to one source (Cro, 2017). The introduction of the
competitors is pushing the organization to innovate better and bring new technologies to provide
better customer service and enhance the ways of CRM. The responsibilities of the managers have
increased to maintain customer satisfaction through all means of technology.

3TECHNOLOGY OF SALESFORCE
Reference
Bielawski, S., Kempe, C., McDaniel, A., Tate, A., & Harrison, J. S. (2015). Salesforce. com.
Cron, W. L. (2017). Macro sales force research. Journal of Personal Selling & Sales
Management, 37(3), 188-197.
Sinisalo, J., Karjaluoto, H., & Saraniemi, S. (2015). Barriers to the use of mobile sales force
automation systems: a salesperson’s perspective. Journal of Systems and Information
Technology.
Wittmann, J. (2017). Electrification and digitalization as disruptive trends: new perspectives for
the automotive industry?. In Phantom Ex Machina (pp. 137-159). Springer, Cham.