Salesforce Business Units

Part
01
of six
Part
01

Salesforce - Brand Marketing

Salesforce's brand marketing team focuses on its product development and layout, vision, and go-to-market strategy worldwide. Three of the main executives for Salesforce's brand marketing include Bret Taylor, Shane Tapp, and Nicole Granucci.

Roles of Salesforce's Brand Marketing

C-level or Directors of Salesforce's Brand Marketing

  • Bret Taylor - President and Chief Product Officer
  • Shane Tapp - Senior Director of Global Brand & Cross-Product Marketing
  • Nicole Granucci - Senior Director of Product Marketing, Service Cloud

Global Revenue

  • The global revenue of Salesforce for 2018 was approximately $10.5 billion.

Research Strategy:

To describe what Salesforce's brand marketing team does, we first reviewed employee positions with brand marketing titles. We searched through LinkedIn profiles and identified some employees with brand marketing titles at Salesforce. From there, we then analyzed the roles they serve at the company to provide insights on the team's responsibilities.

Next, to list at least three of the main executives (c-level or directors) for this business unit. We first determined the definition of brand marketing. By definition, it is "the process of marketing products and services in a way that supports the brand and helps consumers understand the mission of the company." Then, we focused our research on those executives (c-level or directors) responsible for marketing products or with brand marketing titles. We successfully identified at least three of the main executives (c-level or directors).
During our research, we were unable to find the global revenue specific to Salesforce's Brand Marketing business unit. We first looked for existing information on the global revenue specific to Salesforce's Brand Marketing business unit. We explored through Salesforce's recent annual report hoping to find a breakdown of there global revenue by business unit. We also searched through Bloomberg, Crunchbase, etc. The information we found was only limited to the company’s overall global revenue. There was also data on its quarterly revenue. We found no information specifically addressing the revenue of Salesforce's brand marketing business unit.
We then searched for any data points we can use to triangulate an answer like the percentage share of the company’s brand marketing business unit to the overall global revenue of the company. To find this data, we searched through the company website, media articles, company analysis and reports, etc. such as ZD Net, CNBC, and Forbes, among others. Also, we examined the company's SEC filings, hoping to find any data points we can use to triangulate the global revenue specific to Salesforce's brand marketing business unit. However, we only found the global revenue of the company. Other information we came across was not relevant to the request, such as recent updates and news about its subscription.
Finally, we attempted to triangulate an answer by using the global revenue of Salesforce's other business units such as campaigns/DemandGen, tech and product, finance, legal, HR, and real estate, etc. We searched through sources such as FinancialForce, NASDAQ, PRNewswire, and Yahoo Finance, among others. Nevertheless, we only found an overview of each business unit, and no revenue information was available for the other business units. Due to the lack of available data on the revenue generated from Salesforce's brand marketing business unit specifically, we presented the global revenue of the company.

Part
02
of six
Part
02

Salesforce - Product & Solutions Marketing

Salesforce's product and solutions marketing responsibilities include product marketing for unified customer engagement solutions, handling regional product marketing function, incorporation of marketing programs and onboarding newly acquired companies. The main executives for this business unit are Monica Mirolami, Fergus Griffin, and Becca Krass.

Overview

  • The Salesforce team consists of the following departments: Sales, Tech & Product, Customer Success, Marketing, IT, Finance, Legal, HR & Real Estate and Futureforce.
  • According to Salesforce, the product marketing team is in-charge of closely working with the business in delivering strong, consistent corporate and product messaging that is in line with their CEO's vision.

Product & Solutions Marketing Team Responsibilities

  • The marketing team has the following responsibilities:
    • In charge of product marketing for unified customer engagement solutions to assist companies in connecting and delivering exceptional customer experiences.
    • Handles regional product marketing functions.
    • Incorporates marketing programs to major customer groups in customer service, marketing and IT.
    • Onboards newly acquired companies.

Main Executives

Research Strategy:

To provide a description of what Salesforce Product & Solutions Marketing team does, we leveraged Salesforce's website, LinkedIn site and job openings, among others. From there, the research team gathered different job positions on product and solutions marketing to analyze the team's responsibilities. However, the US and global revenues for the industry were unavailable. To shed light on why we have determined this information is unavailable, our research strategies are outlined below.

We first searched in Salesforce financial reports to checked for precompiled information. We looked into the company's annual report, and SEC filings, among others. We did not find revenue for its product and solutions marketing business. What we found were breakdowns of revenues for subscriptions and support, professional services, and other segments. Hence, we did not find relevant information.

Next, we searched for the company's press releases hoping to get financial statements mentioning the product and solutions marketing unit from the Salesforce CEO or other executives. We looked into CNBC, PRNewswire, Forbes, etc. We still did not find information specific to the business unit. Most of the information we found was financial information for Salesforce CRM Market, overall Salesforce revenue, etc.

Lastly, we tried to triangulate the information by finding the percentage of business and applied it to the overall Salesforce revenue. We again looked at the Salesforce annual reports, SEC filings, as well as press releases to determine the percentage of product & solutions marketing business. This is mainly because the company did not disclose any information specific to the product and solutions marketing business unit.
Part
03
of six
Part
03

Salesforce - Campaigns/DemandGen

Salesforce Campaign/DemandGen unit is responsible for driving all facets of digital demand generation such as SEM, lead purchase, third-party email, content syndication, develops strategies, formulates plans, creates alignment, and implements campaigns across several verticals and products. This team is also responsible for developing ideas for customer email campaigns through inter-department collaboration.

Demand Generation Team Roles

  • The Campaigns/Demand Generation team is responsible for driving all aspects of the digital demand generation that include third-party email, lead purchase, content syndication, paid social media, review sites, SEM, and various other innovative streams. The team is also responsible for providing shared services with a center of excellence throughout the organization for webinars, digital projects, and account-based marketing projects.
  • The Demand Generation team develops strategies, creates alignment, formulates plans, and campaigns across various verticals and products. According to Ben Howell, the vice president of Digital Demand Generation at Salesforce, the team's tactical focus across the different aspects of marketing drives economies of scale, significant understanding of the market, and subject matter expertise.
  • This team is responsible for coordinating and launching automated, online lead generation marketing campaigns to enforce its strategic objects. The team designs, develops, and implements multi-touch and multi-channel campaigns with the help of marketing automation tools. The members of the team set up best practices email content through HTML Code, WYSIWYG HTML editor, and Dreamweaver.
  • They also create and develop ideas for prospect and customer email campaigns by collaborating with other departments and by examining the email content and layout to create relevant and compelling content.
  • Marketing Cloud: With Salesforce's Marketing Cloud offering, customer data can be integrated with the Service Cloud and Sales Cloud as contacts, leads, and customer service cases to provide companies with a holistic view of their customers.
  • Commerce Cloud: This offering helps brands unify customer experience across all aspects of commerce, including store, social, mobile, and web. With embedded artificial intelligence that delivers a personalized and unique shopping experience, along with a robust partner ecosystem, Commerce Cloud assists businesses to increase their revenue, customer loyalty, conversion, and engagement.

Revenue

  • The company's marketing and commerce cloud revenue for 2018 was reported as $1,349.9 million.

Demand Generation Executives at Salesforce

  • Ben Howell — Vice President, Digital Demand Generation and Center of Excellence.
  • Craig Downing — Sr. Director Corporate Marketing, GTM, Campaigns & Demand Gen Programs.
  • Matthew Gleim — Senior Director, Demand Generation.
  • Ryan Johnston — Director, Industry Demand Generation.
  • Tracy Foster — Director, Small Business Integrated Demand Generation.

Research Strategy

We began our search by looking into Salesforce's official website, its annual reports, and press releases. We found that these channels do not provide a specific definition of Salesforce's Campaigns/DemandGen business unit. We then looked into the LinkedIn profile of the company and searched for Demand Generation executives and team members. We were able to find five people with positions of Vice President, Senior Directors, and Directors in DemandGen business unit at Salesforce. With the help of the definitions provided for the company's business segments in its annual report and corroborating it with the description of responsibilities of the team's executives through their LinkedIn profiles, we were able to determine that the Marketing and Commerce cloud segment is the closest related business segment to Campaign and DemandGen.

After an extensive search through industry report, market studies, company profiler websites such as Bloomberg, databases such as Hoovers, and media reports from websites such as Forbes, we found no information on the global or the United States revenue for this business unit. However, we provided the revenue of the 'Marketing and Commerce Cloud' segment instead.
Part
04
of six
Part
04

Salesforce - Digital Media

Salesforce's Digital Media team is responsible for creating and upholding the Salesforce brand across the digital marketing spectrum of the company. Different members of the team have specific roles that include engaging clients and followers on social media platforms, meeting clients of Fortune 500 companies, developing digital media content, and communicating the company's news publications with top media outlets.

Digital Media Team- Salesforce

  • The digital media team of Salesforce consists of designers, web developers, copywriters, videographers, content specialists, and social media marketing specialists who are with the responsibility of creating and upholding Salesforce brand and other concepts encompassed by the brand.
  • The team is responsible for planning and executing large-scale digital marketing campaigns that support lead generation, pipeline creation, brand awareness, revenue generation, and customer acquisition for the company.
  • The team is tasked with meeting clients of Fortune 500 companies, engaging clients and followers on social media networks, showcasing the innovative solutions of the brand, and interacting at "briefings with top-tier media publications".

Revenue of the Digital Media Market

  • In 2019, the US revenue for the digital media market was estimated to be US$46,591 million.
  • Video games represent the largest market segment in the US digital media market with an estimated market volume of US$17,832 million in 2019.
  • The global revenue for the digital media market was estimated to be US$134.6 billion in 2019.
  • Video games, video-on-demand, epublishing, and digital music are the largest market segments that generate the most revenue in the global digital media market.

Top Executives for the Salesforce Digital Media Team




Part
05
of six
Part
05

Salesforce - Sourcing

Unfortunately, the executive leadership nor the national and global revenue for Salesforces’ saucing unit were found. However, the names of some senior directors on the Strategic Sourcing team are Brain McKinney, Kat Bernardo, and Fadi El Mouallem. More information is located below.

SALESFORCE SOURCING TEAM

  • The Global Sourcing and Procurement team works to source the company's spend strategically.
  • This includes ensuring strategic cost and driving superior sourcing in crucial spend areas.
  • Strategic sourcing involves procurement, team building, and supplier management.
  • Sourcing under this category could include analyzing spend data and market research.
  • Overall, the Salesforce sourcing team handles working with suppliers, various spends, spend strategies, market research, and team building.

SALESFORCE SOURCING REVENUE

  • Unfortunately, neither the global nor national revenue for the sourcing team was found.

SALESFORCE SOURCING EXECUTIVES

  • Brian McKinney is a senior director of strategic sourcing at Salesforce.
  • Kat Bernardo is a senior manager on the strategic sourcing team.
  • Fadi El Mouallem is a senior director on the strategic sourcing team.

RESEARCH STRATEGY

Your research team research was able to find information about the sourcing team at Salesforce but was unable to find the revenue or executives for the sourcing business unit. The initial search was done on the Salesforce website. There were no mentions of the revenue or executive leadership of the sourcing team. Since this strategy didn’t produce the required information, the next approach was implemented.

The next strategy was to search business databases and indexes like Dunn & Bradstreet and Hoovers. There were the company’s revenue data and executive leadership available, but not specific to the sourcing business unit as requested. Since there was no information related to the sourcing team, it was decided to move to the final strategy.

As a last resort, the companies SEC filings were reviewed. Their annual reports, 10-k, registration statements, and other company filings were researched in hopes of finding the executives that lead the sourcing team and the revenue of that unit. There were revenue and executive information available none specifically for the sourcing unit at Salesforce.

Since the executives for the sourcing unit were not found, we included senior directors associated with the team.
Part
06
of six
Part
06

Salesforce - Marketing Structure

Salesforce's internal marketing team overlaps with product and sales, is centralized, and includes a marketing technologist. Unfortunately, no information was available on what share of the company each internal marketing team accounts for. Below is an overview of the findings.

SALESFORCE INTERNAL MARKETING TEAMS STRUCTURE

THE MARKETING TEAMS OVERLAP WITH PRODUCT AND SALES
  • According to Tien Tzuo, former chief marketing officer of Salesforce, organizations are focused on the customer and are looking for ways to bring that focus to the forefront and to do so it needs to start breaking down the functional silos to present a single view of the company to the customer.
  • He quotes, "In a business-to-business company, this sometimes means combining marketing and sales under one chief. In a business-to-consumer company, this sometimes means combining marketing and product (or technology) under one chief."
  • The current internal marketing team is structured based on the above ideology. The N-1 structure of the Salesforce organization includes the CMO Stephanie Buscemi and the communication, strategy, product, customer officer departments in combination with enterprise sales, the legal department and the technology depart and report to a single head under the title of Co-CEO.
  • Buscemi leads 1,200 marketers around the world in a field where "product vision, a dynamic market and a world-class sales organization" meet.

CENTRALIZED INTERNAL MARKETING TEAM
  • The company believes that the traditional internal marketing organization structure is being disrupted by the impact of new technologies and the manner in which teams function such as "digital marketing and social expertise, data analysis, new technology platforms and other aspects of marketing [that] can no longer be contained in silos but must be disseminated throughout organizations."
  • A centralized team in a traditional matrix structure is tasked with brand marketing and traditional advertising functions and the different business units are serviced by digital and research or data. Moving further, marketing is moving to adopt marketing team structures that put the customer at the center of all marketing activity and use segment-driven marketing department models that place the customer experience at the heart.
  • The CMO of Salesforce also incorporates this trend in her internal marketing team. The marketing team has integrated various segments like product, sales, and marketing and "define[s] a single differentiated brand across industries and integrate[s] all marketing activities into 1:1 solutions-centric customer journeys"

THE MARKETING TECHNOLOGIST AS PART OF THE TEAM
  • To help bridge the gap between marketing and IT, support the organization in gathering and acting on insights from the data it captures, and get the most out of the marketing technology stack it is building, it is advisable to accommodate a marketing technologist as part of the team.
  • A marketing technologist can probably perform many of the same tasks a chief digital officer can, but they have a better understanding of what can be achieved in the areas of marketing and business growth with new technology platforms.
  • Salesforce is also incorporating this strategy in its internal marketing team and is currently incorporating a marketing technology manager in its sales marketing operations whose responsibility is to grow and oversee the marketing technology stack within marketing operations.
  • The marketing technology manager is furthermore tasked with leading a global Marketing Technology program, overseeing and conducting regular assessments of the MarTech stack, interacting and managing relationships with diverse teams in the marketing and IT departs.

SHARE OF COMPANY'S INTERNAL MARKETING TEAM

  • According to the company's report on the changing structure of the marketing organization, the marketing team's 40% budget is spent on digital marketing.
  • The annual report of the company highlights that spending on marketing and sales is its largest cost and "consists primarily of salaries and related expenses, including stock-based expenses, for our sales and marketing staff, including commissions, as well as payments to partners, marketing programs and allocated overhead."
  • The operating expenses related to marketing and sales for the year 2018 was $4,829,291 which is 46% of the total revenues and it will remain a substantial portion of the total revenues in the future as the company plans to grow its customer base, sell more products to existing customers, and build greater brand awareness.
  • As part of a healthy marketing budget policy, Salesforce and similar companies have dedicated 20-50% of their revenue to marketing. This has helped to achieve revenue growth of 25% year-over-year. The company also spends 15% on research and development.
  • The company's podcast, the Key Traits for High Performing Marketing Organization, was based on Salesforce’s Principal of Marketing Insights. In this podcast, Mathew Sweezey interviews more than 7,000 marketers from around the world to understand the difference between high-performers and under-performers. Sweezey highlighted in this podcast that the most important difference between high-performing marketing organizations is that they have full executive buy-in for a new idea.
  • In an interaction with CNBC, Salesforce executive VP and CMO Stephanie Buscemi stated that The World Economic Forum (WEF) is an event that can help address societal issues that affect consumers.
  • Stephanie Buscemi, CMO at Salesforce, quoted that "brand purpose is imperative for every brand and it’s even expected by the employees. Specific to tech, there is a trust crisis."


RESEARCH STRATEGY

Details on what share of the company each internal marketing team accounts for was not available. To determine what share of the company each internal marketing team accounts for, we reviewed the company's official website specifically its annual reports, financial statements, company presentation and related press releases, news articles and transcripts to check if the company had published its share of business and/or revenue related to its internal marketing team. We found that the company reported on its overall share of revenue (%) for marketing and sales but no details on each of its internal marketing team shares are available.

Further, we tried to compile the information from indirect quotes, industry research reports, blog posts and podcasts published by the company on marketing structure and key trends as we thought this could help determine if the company is also following this in its organization and provide it as a response. We found a research report on the "Changing Structure of Marketing" in which the company published its own and other pioneer organization's insights on the internal marketing structure and budget allocations to its departments. However, the information was found to be very limited as it only highlighted the digital marketing segment. Related company blogs promoted the organization structure app and other related software and the company podcast based on the "Traits for High Performing Marketing Organizations " shared the insights on industry trends. No relevant information was found.

Next, we tried to find the information with the help of third-party sources such as Adweek, Adage, Marketing Week, VTL Design, which post indirect information on the company's spending and profits from specific activities such as digital marketing, social media, advertising, consumer insights, marketing, technology and could help to estimate the segment-based share or spending or revenue related to internal marketing teams. We also tried to find information from the interviews of various management team members and the CMO of the organization who could provide information on specific activities or segment or related to the share in the business such as CNBC, Forbes, and others. We found that most of the information available was related to the companies overall point of view and quotes and comments from CMO Stephanie Buscemi was largely related to the overall marketing of the organization, but no relevant information was found.


Sources
Sources

From Part 01
Quotes
  • "Once a brand has been established, the next step is to do brand marketing, the process of marketing products and services in a way that supports the brand and helps consumers understand the mission of the company."
Quotes
  • "As President and Chief Product Officer, Bret Taylor leads Salesforce’s global product vision, design and development, and go-to-market strategy."
From Part 02
Quotes
  • "Our teams. Sales Tech & Product Customer Success Marketing IT Finance, Legal, HR & Real Estate Futureforce"
Quotes
  • "Teams in Marketing"
  • "Product Marketing: Our product marketers work closely with the business to deliver strong, consistent corporate and product messaging in line with our CEO’s vision."
Quotes
  • "Sources of Revenue For revenue reporting purposes, we group all of our service offerings into four major categories: SalesCloud, Service Cloud, Salesforce Platform and Other, and Marketing and Commerce Cloud. Our subscription and support revenues are disaggregated into these four core offerings. For a more detailed discussion, see the “Revenue by Cloud Service Offering” discussion in Management’s Discussion and Analysis. "
  • "We derive our revenues primarily from subscription and support fees for our services. We also derive revenues from related professional services via the Success Cloud."