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Exam Number : Salesforce-Certified-Marketing-Cloud-Email-Specialist
Exam Name : Certified Marketing Cloud Email Specialist
Vendor Name : Salesforce
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Salesforce-Certified-Marketing-Cloud-Email-Specialist Exam Format | Salesforce-Certified-Marketing-Cloud-Email-Specialist Course Contents | Salesforce-Certified-Marketing-Cloud-Email-Specialist Course Outline | Salesforce-Certified-Marketing-Cloud-Email-Specialist Exam Syllabus | Salesforce-Certified-Marketing-Cloud-Email-Specialist Exam Objectives
Content: 60 multiple-choice/multiple-select questions
Time allotted to complete the exam: 90 minutes
Passing score: 65%
Registration fee: USD 200, plus applicable taxes as required per local law
Retake fee: USD 100, plus applicable taxes as required per local law
Delivery options: Proctored exam delivered onsite at a testing center or in an online proctored environment. Click here for information on scheduling an exam.
References: No hard-copy or online materials may be referenced during the exam.
Prerequisite: None required; Email Essentials (EEB101) course attendance is highly recommended (Content Builder is covered in this course).
The Salesforce Marketing Cloud Email Specialist exam measures a candidates knowledge and skills related to the following objectives. A candidate should have hands-on experience with the Marketing Cloud Email application and demonstrate the knowledge and use of each of the features/functions below.
Email Marketing Best Practices: 15%
Given a customer scenario, evaluate the elements and techniques of email marketing to design an effective email campaign.
Given a customer scenario, recognize situations where legal compliance may be an issue during an email campaign.
Given a customer scenario, differentiate elements of an email that can impact message deliverability.
Given a customer scenario, demonstrate appropriate and effective subscriber acquisition methodologies.
Given a customer scenario, apply best practices of communicating with a population.
Email Message Design: 13%
Given a customer scenario, recommend email design best practices to implement.
Given the desired output functionality, recommend methods for creating responsive emails.
Given the desired output requirements, recommend strategies to A/B test email elements.
Given a desired sending process, recommend Marketing Cloud tools to use when preparing an email for send.
Given an email message design, determine the correct use of Approvals.
Content Creation and Delivery: 18%
Given a scenario, create and customize an email message to meet a customer's need.
Given a scenario, send and deploy an email campaign to meet the customer requirement.
Given a scenario, know how to manage content needed to deploy a customers email campaign.
Describe various send capabilities in the Email application.
Marketing Automation: 19%
Given a customer scenario, recommend the appropriate marketing automation solution.
Given a scenario to manage customer data, configure the appropriate marketing automation tools.
Subscriber and Data Management: 28%
Given the desired output requirements, set up Subscriber Lists and Data Extensions in the Marketing Cloud.
Given a customer's business requirements, determine how to import data into Marketing Cloud as per best practices.
Given a customer's business requirements, configure segmentation tools to accurately model subscribers and data.
Given a customer scenario, recommend the marketing unsubscribe subscription management solution that meets the requirement based on customer frequency, permission, and preferences.
Tracking and Reporting: 7%
Given a customer scenario, explain the different metrics available for email campaigns and what each one means.
Given an email campaign, describe the steps involved to analyze the performance results.
Given a need to run reports, configure and run Marketing Cloud ad hoc and automated reports.
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Salesforce Pricing: How Much Does Salesforce Cost in 2023?Salesforce pricing starts at $25 per user, per month for its Sales Cloud and Service Cloud platforms, with more expensive plans getting as high as $330 per user, per month. These monthly fees will vary depending on the needs and scale of your business. The difference between the above two figures is startling, so the smartest move you can make is to get a direct price quote from Salesforce for how much Salesforce will cost for your exact business needs. You can also use our CRM quote comparison tool to receive quotes from a range of CRM providers, in addition to Salesforce. It's worth noting that, in August 2023, Salesforce changed its pricing across most of its prominent plans, increasing most plans by an average of 9% each. Luckily, the $25 per user, per month plan was unchanged, but more expensive plans did see an increase. The most popular Salesforce platform is the Sales Cloud, which is why we've outlined this in the table below. Scroll down for all of Salesforce's plans and pricing information, including Sales and Marketing solutions. File storage: 1GBData storage: 10GB + 20MB per license File storage: 10GB + 2GB per licenseData storage: 10GB + 20MB per license File storage: 10GB + 2GB per licenseData storage: 10GB + 20MB per license File storage: 10GB + 2GB per licenseData storage: 10GB + 20MB per license $15/user/month Salesforce's most expensive solutions are its robust marketing automation platforms. Prices for this come in at between $1,250 per month and $15,000 per month, so you can see the price tag can vary wildly depending on exactly what you're looking for. Worried about how much Salesforce will cost your business? Compare price plans in a few simple steps with our custom quote tool. Salesforce CRM PricingWhen it comes to determining the best price your business can get for Salesforce, or any software, the most important thing is to understand which pricing plan is sufficient for your exact business needs so you're not overpaying for features you won't use. That’s why we’ve created our unique quote matching tool – it takes seconds to fill out but can save your business time and money. Last year, we helped thousands of businesses like yourself find the right services and products. Fill in a few quick questions about your business and we'll match you to the best solution. Keep scrolling to work out for yourself which Salesforce price plan might best meet your needs. We'll look at Salesforce's costs for each tier and product. Plus, help you decide if this Salesforce is the right CRM system for your company, or if an alternative might offer you better value. Since our last update... For the first time in more than seven years, Salesforce has increased its prices on the majority of its popular plans, with the changes effective from August 2023. The Professional, Enterprise, and Unlimited plans all saw an average increase of around 9%, while the Starter plan fortunately stayed at the competitive $25 per user, per month.What's the reason for the increase? According to the official Salesforce press release, it's because the company has substantially increased its generative AI offerings, including AI Cloud, Einstein GPT, and Sales GPT and Service GPT. As a result, the platform has increased prices to make up for the increased functionality of Salesforce as a whole. Salesforce Pricing PlansSalesforce divides its various services into what it calls “clouds.” Unsure about what service your business might need? Tired of the ambiguous pricing models of business software? We get it – comparing the different pricing plans is confusing and it can be extremely costly should you get it wrong. If you want to save time, you can join the dozens of other businesses who have used our quote-finding form and get matched to a pricing plan much quicker this way. Sales, Marketing, and Service are the primary clouds Salesforce offers. Beyond that, the company has a variety of other services, including a development platform for building Salesforce-powered apps, online forums connected to CRM data, and more. For those just starting out, however, Sales Cloud is the place to start. For pricing, Salesforce offers a wide variety of pricing levels. Essentials is for teams of five or less and applies only to the Sales and Service clouds. As you go up in pricing tiers, Salesforce becomes more customizable and adds higher levels of support. There's also Lightning Professional, Lightning Enterprise, and Lightning Unlimited. The Lightning suite of services all use a different user interface than the classic versions of these plan tiers but offer the basically same features (albeit with a few new productivity tools). You can read more about the Lightning services here. Ultimately, while the “Lightning” name can be a little confusing, the services it offers are just a mildly revamped version of the services we discuss here and come with the same benefits and price tags. Marketing Cloud - Engagement Marketing Cloud - Engagement Marketing Cloud - Engagement Marketing Cloud - Account Engagement Marketing Cloud - Account Engagement Marketing Cloud - Account Engagement Marketing Cloud - Account EngagementSalesforce Marketing Cloud Salesforce Marketing Cloud Salesforce Marketing Cloud Salesforce Marketing Cloud Account Engagement (Formerly Pardot) Salesforce Marketing Cloud Account Engagement (Formerly Pardot) Salesforce Marketing Cloud Account Engagement (Formerly Pardot) Salesforce Marketing Cloud Account Engagement (Formerly Pardot) Salesforce Sales Cloud CostsThe Sales Cloud is the standard Salesforce software. The main features will allow every employee in a company to easily manage their accounts, contacts, leads, and opportunities, all from a single interface. It's also one of the few CRM options that allows for sales forecasting functionality across all its pricing plans. AI-powered tools and customizable templates can further streamline and automate daily chores, cutting down on costs and helping agents focus on what matters. Each of the four tiers offers more features and functionality than the last. Sales Essentials costs $25 per user, per month; Lightning Professional is $80 per user, per month; Lightning Enterprise is $165 per user, per month; and Lightning Unlimited is $330 per user, per month. It's worth noting that the Unlimited plan is where you can unlock the built-in AI features, which provide in-depth lead and opportunity scoring, as well as insights into customer interactions and deal health at your business. As is often the case, the closest competitor to Salesforce Sales Cloud is the HubSpot Sales Hub, which offers many of the same features at a slightly lower price (starting at $23 per user per month). You are required to have at least two users though, so starting price is actually a minimum of $45 per month. Salesforce is a good option, but it isn't the best CRM for sales, according to our research. That honor goes to Zoho CRM, which offers lots of features but at a reasonable price point that won't scare off smaller businesses. Salesforce does, however, offer some of the most robust sales dashboards on the market. File storage: 1GBData storage: 10GB + 20MB per license File storage: 10GB + 2GB per licenseData storage: 10GB + 20MB per license File storage: 10GB + 2GB per licenseData storage: 10GB + 20MB per license File storage: 10GB + 2GB per licenseData storage: 10GB + 20MB per license $15/user/month Salesforce Service Cloud CostsService Cloud is a key part of Salesforce's products. It's a fully functional customer service platform that integrates seamlessly with Salesforce, putting your customer data at the fingertips of all those in your company that need it. The Community 360 feature, for example, allows customer service agents to see if your clients have looked for help already on your website or filed any support tickets. This helps the agents get a better picture of what's going on with any given client. With Service Cloud, Salesforce says you can reach any customer on any device to meet their needs as they arise. The costs for Service Cloud are the same as for the Sales Cloud. Essentials is $25 per user, per month, Lightning Professional starts at $80 per user, per month, Lightning Enterprise costs $165 per user, per month, and Lightning Unlimited starts at $330 per user, per month. The availability of Einstein AI features is relegated to the Enterprise plan and Unlimited plan only. Additionally, the functionality will cost extra, running businesses an additional $50 per month for advanced analytics and smart service features. While Salesforce Service Cloud is a respectable option when it comes to customer support platforms, our research showed that Zendesk is actually the better option, depending on your needs. It's more affordable, easier to use, and allows support across virtually every channel you can imagine, whereas Salesforce is missing some, like phone support. Read our full Salesforce vs Zendesk comparison here. Website Live Chat Comms ChannelRequires Telephony Integration Requires Telephony integration Requires Telephony Integration or Service Cloud Voice Add-on Yes – but limited to 1 license Additional cost Yes (Maximum of 2). Yes (maximum of 2) Yes (maxium of 2) Yes (maximum of 2) Salesforce also offers a Marketing Cloud, which is made up of a wide range of different platforms, each with their own set of pricing plans. For the average business, there are two platforms that our research shows are the best fit for you: the Marketing Cloud Engagement platform and the Marketing Cloud Account Engagement platform. As for the difference between the two platforms, Marketing Cloud Engagement is intended for B2C businesses whereas Marketing Cloud Account Engagement is intended for B2B businesses. The difference in the max number of contacts per plan is the key indicator here because Marketing Cloud Account Engagement has a lot less contacts allocated to customers as B2B businesses have less need for a huge library of customer details. Read on for the pricing information about each of these two Marketing Cloud platforms. Salesforce Marketing Cloud Engagement CostsThe Marketing Cloud Engagement platform is Salesforce's one-to-one marketing platform, which integrates with other Salesforce “clouds” for a more complete understanding of your customers' history. The idea with Marketing Cloud Engagement is to meet your customers wherever they are. You can use Salesforce's platform to send out marketing emails, advertise to them online, send them mobile alerts, and encourage them to land on your e-commerce pages. Salesforce says this can all happen at scale, giving your customers a more personalized experience without handcrafting every single message that goes out the proverbial door. Marketing Cloud Engagement's pricing is a little more expensive than the Sales and Service Clouds. It offers three distinct plans: Pro, Corporate, and Enterprise. The Pro plan costs $1,250 per month, and the Corporate plan rounds it out at $3,750 per month. The Enterprise plan requires you to contact Salesforce to get a quote. For the best AI-powered results, you'll need to subscribe to the Corporate or Enterprise plans, as the Pro plan does not have AI functionality built in. With these features, you can supercharge your marketing campaign with smart insights to reach and convert customers. In our research, we found that Salesforce Marketing Cloud Engagement platform isn't the best CRM for marketing, particularly if you're worried about price. It's very expensive and outside of extensive data visualizations, doesn't offer as much as our top pick, HubSpot Marketing Hub. With this robust option, you'll be able to take care of all your marketing needs from a single hub, including email, social, content, and paid. It's also quite expensive, but at least you're getting a lot of bang for your buck. Custom automation builder30 days 30 days 30 days Salesforce Marketing Cloud Account Engagement Costs (Formerly Pardot)Salesforce acquired the marketing automation service Pardot in 2012, and now offers it as an add-on for Salesforce users. Formerly known as Salesforce Pardot and now referred to as the Marketing Cloud Account Engagement platform, the service streamlines a marketing team's daily and long-term tasks, from automating all the simple chores to sending custom alerts that can jog agents' memories to ensure they follow up on all of their clients' needs. Marketing Cloud Account Engagement offers an impressive range of features in four main marketing categories: lead generation, thanks to tools covering lead tracking, email, social media, landing pages, and A/B testing; lead management, due to custom-designed engagement and nurturing programs; sales alignment, with tools including customer activity tracking, campaigns, and CRM integration; and, finally, ROI reporting, with metrics tracking tools that cover the whole sales funnel. Salesforce Marketing Cloud Account Engagement comes in four plans — Growth, starting at $1,250 per month; Plus, starting at $2,500 per month; Advanced, starting at $4,000 per month; and Premium, starting at $15,000 per month. All four plans cover up to 10,000 contacts at this base price — except for Premium which allows for 75,000 and are differentiated mainly by the features each offers. You'll need to grab the Advanced or Premium plans if you're interested in using artificial intelligence to improve your business. These plans come with Einstein AI built in, so you can reach out to your leads at the perfect moment to ensure a sale is as likely as possible. If Salesforce Marketing Cloud Account Engagement sounds right for you, or you just want to check out whether it will work for your specific business needs, then you can join the thousands other businesses we helped to get set up with the platform. Save time and money by taking a minute to fill out our free, no-commitment form right now. You can check out the pricing table below to see a few main differences, though you'll need to head over to our dedicated Salesforce Marketing Cloud Account Engagement pricing and benefits page to get the full breakdown. Salesforce Quip PricingIf your team has gone remote during the pandemic, you might be in need of some kind of collaboration platform. With Salesforce Quip, you can connect with your team in a meaningful way alongside your Sales, Marketing and Customer Service tasks, while keeping within the Salesforce suite. Salesforce Quip costs $100 per user, per month on top of other Salesforce plans, and allows for activities including document and spreadsheet sharing, real time updates on team progress, mobile optimization for business on the go, and team messaging to stay in touch easily and effectively. Does Salesforce Have a Free Plan?No, Salesforce does not offer a free plan. The cheapest basic plan is the Sales or Service cloud, either one of which starts at $25/user/month. A few big names in CRM – Apptivo, HubSpot, and Zoho CRM – do offer free plans, although all of them come with one big caveat: a limited feature set. Apptivo's free plan only supports a maximum of three users, for instance, compared to Salesforce's minimum of five. Cost is not the only issue to consider, of course: You also have to decide whether the CRM platform you pick has the right features, integrations, and storage capacity for your needs. Not all CRM systems are the same, and any free option is unlikely to have all the features you'll need, particularly if you plan to expand your operation in the future. What you'll notice from the pricing table above is that Salesforce – like pretty much all CRM platforms – charges on a per user, per month basis. Salesforce Essentials for Sales Cloud, for example, charges $25 per user, per month. There's a set minimum of five users, but no maximum. If, however, you need help with marketing, we'd recommend the Salesforce Marketing Cloud Account Engagement platform. This option is just a simply monthly fee, but prices can up from there depending on your needs — it starts at $1,250 per month and goes all the way to $15,000 per month. Annoyed by complicated pricing models? Compare the cost of Salesforce plans in a minute or two with our free quotes tool. Per-user pricing schemes are typical for business software. It ensures the pricing structure is scalable, so it won't break the bank for the smallest companies that only need Sales Cloud for a few users, while still charging a fair price for larger companies. If you need a CRM system for a full five users, you'll be paying around $1,500 per year for Salesforce. If you're a small company of 10 users moving up to the Lightning Professional tier, then you'll be paying about $9,000 per year. When you're considering which clouds to pay for, keep in mind the number of current employees as well as how quickly you plan to expand. Keeping the per-user pricing in mind means you'll always know how much you'll be paying for Salesforce at any given time, which you can evaluate with our price comparison form. New Salesforce Pricing: August 2023 Price Increase ExplainedSalesforce recently announced in August 2023 that the platform would be undergoing a price increase across the majority of its Clouds and pricing plans. The move is a rare one from Salesforce, as the company hasn't seen a price increase to its popular CRM platform in more than seven years. Still, it can be a bit jarring for those familiar with Salesforce, which is why we wanted to explain it as effectively as possible. For starters, it's not a massive increase, which is always good to hear. Pricing plans are getting on average a 9% increase, which certainly won't break the bank. The Professional plan has gone from $75 to $80 per user, per month, the Enterprise plan has gone from $150 to $165 per user, per month, and the Unlimited plan has gone from $300 to $330 per user, per month. As for the reason behind the price increase, the development and rollout of generative AI technology to the platform is the main driver – at least according to the company itself. “Salesforce is leading the way on delivering trusted generative AI for the enterprise and helping customers in all industries adopt and deploy AI.” – Salesforce Salesforce has been hard to work to bring generative AI functionality to its wide variety of platforms. More specifically, Salesforce recently launched an Einstein GPT tool that can improve sales, service, and marketing efforts at your business. On top of that, it has rolled out AI Cloud and Sales GPT and Service GPT, so it's safe to say that the slight price increase is more than worth it. Alternatives to Salesforce CRM PricesWhile Salesforce is an undeniably popular choice when it comes to CRM, it's not ideal for everyone. In fact, given the higher price and the robust nature of the platform, Salesforce can be a bit intimidating for certain businesses. Fortunately, the CRM market is riddled with amazing platforms that can get the job done. Here are some of our top picks for CRM alternatives to Salesforce that can handle marketing, sales, customer service, and small businesses: HubSpot pricing vs Salesforce pricingSalesforce Marketing Hub is a competitive, albeit very expensive option when it comes to CRM, but our research found that HubSpot is your best bet in that regard. Both are quite expensive, with the HubSpot Marketing Hub starting at $45 per month, but HubSpot offers a great free plan, whereas Salesforce merely has a 30-day free trial. Simply put, HubSpot is just more accessible to users than Salesforce, particularly when it comes to marketing. Zendesk pricing vs Salesforce pricingFor customer service, we highly recommend Zendesk for your business as a low-cost alternative to Salesforce. This platform offers a whole bunch of pricing plans and options — starting at $19 per user per month — so you can cater the cost to your particular needs. Zendesk offers the most built-in communication channels on the market, as well as some great perks like offline customer service options and ticketing functionality. Zoho CRM pricing vs Salesforce pricingObviously, Salesforce is known for its sales platform, and if you can afford the cost and have a bigger team, we definitely recommend going with Salesforce. Still, Zoho CRM provides a great sales platform that can handle your needs at a lower price, starting at $14 per user per month and offering free plan to try, too. In fact, we found that Zoho CRM is the best option for small businesses, thanks to low prices and still plenty of features. Verdict: Is Salesforce Worth the Cost? As you can tell, Salesforce pricing varies dramatically from plan to plan, with options starting at $25 per user, per month for basic sales and service software, all the way to $15,000 per month for more robust marketing tools.As you can imagine, smaller teams won't need to pay that much for a comprehensive platform that can get work done. Small businesses should stick to the lower priced Sales Cloud and Service Cloud options, as costs are low and competitive with other platforms. For marketing, Salesforce gets pretty complicated and expensive, and there are better options out there, like HubSpot. Still unsure about Salesforce pricing? For a quick price comparison, use our free CRM price comparison tool and receive exact prices matched to your business requirements. It only takes a minute but can save you a lot! Can you pay for Salesforce monthly? No, all Salesforce plans are billed annually, despite Salesforce prices being broken down on a monthly basis. So, you'll have to sign up for at least a full year of service when it comes time to pay. Can you use Salesforce for free? Unfortunately, Salesforce does not offer a free plan. However, if you're wary about purchasing the software for a full year without having a chance to try it out first, have no fear. Salesforce does offer a free trial of 30 days, so you can decide whether or not it's the right CRM software for you and your business. How much does Salesforce cost on average? Salesforce pricing starts at $25 per user, per month for basic sales and service plans, with more expensive plans as high as $330 per user, per month. For more advanced tools like Marketing Cloud, you'll pay between $1,250 per month and as much as $15,000 per month. Simply put, an average Salesforce cost is hard to nail down, but we'd say you can expect to pay around $80 per user, per month for a standard plan as a small business. What is the cheapest Salesforce license? The cheapest Salesforce licenses are the Sales Cloud and the Service Cloud, which individually cost $25 per user, per month. Is Salesforce CRM good value for money? Our research shows that Salesforce is not a great value for the money, due to its high price and somewhat limited feature offering for its less expensive plans. Larger businesses may be interested in its enterprise offerings, but smaller businesses should likely look elsewhere to save a few bucks. Is Salesforce expensive? Compared to other top CRM providers, Salesforce isn't expensive, but it isn't super cheap, either. With a price range of $25 per user per month to $330 per user per month depending on the plan, Salesforce comes in at about the average for the industry. To find out exactly how much Salesforce will cost for your business, check out our Salesforce quote tool.As far as value for money is concerned though, Salesforce does offer a robust features package as well as impressive support options, so you're definitely getting some serious bang for your buck. Is Salesforce the best CRM? Salesforce is considered one of the best CRM software choices on the market today. Between the robust customer support options, the vast catalog of CRM features, and the frequently updated platform to keep up with changing trends, Salesforce offers a high quality, efficient platform across the board.However, it's always important to consider exactly what you need CRM software for at your business before making a decision, and Salesforce may not always match those needs, which is why a little bit of research on other CRM providers can go a long way. 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Click to return to top of page Salesforce State of IT study - IT leaders reckon that business stakeholders have a grasp of generative AI's organizational roleIt’s probably the least surprising conclusion of our times that some 86% of IT leaders around the world say they believe that generative AI will “play a prominent role at their organizations in the near future”. Of more interest - and certainly deserving of more debate - is an accompanying claim that most of the said IT leaders believe business stakeholders have a firm grasp on how generative AI can be “effectively leveraged” within their organizations. What’s the context here? Some headline conclusions from Salesforce’s latest State of IT report, which polled 4,325 IT leaders around the globe to identify prevailing trends in their job function. Given that Salesforce has essentially re-defined itself as an AI firm in recent months, it’s fortunate that AI and automation are top of mind among those polled. The percentages vary by country inevitably. In India, 95% of respondents cite the prominent role claim; in Australia and Thailand, it’s 92%; in Ireland, it’s 91%; and in Brazil, it’s 87%. In the US, it’s 86%, while in the UK, it’s 84%. But in Japan, the figure drops to 78%. It’s worth noting though that a separate survey with a smaller poll base of 500 respondents back in March found that 57% of those surveyed saw generative AI as “a game changer”. Since then the generative AI hype cycle has ramped up and every enterprise tech firm has pivoted to become - or to claim to have become - an AI vendor. Desired or deliverable?So how much of IT leaders views in this latest poll are influenced by theoretical benefits and how much by practical deliverables? The State of IT report notes: AI is a rapidly evolving technology, but it’s no longer novel. As such, the majority of IT leaders can now articulate how AI can play a role in their organizations, even if they haven’t implemented it yet. That said, 78% of respondents insist that the role of AI in their organization is “well-defined”, and, as noted above, there’s a lot of confidence that everyone’s on top of what this means. Eighty-four percent of IT leaders believe they and their peers understand how AI can be applied, while 83% have similar faith in their staff. Meanwhile 81% reckon that their business colleagues have the necessary broad understanding. The report goes on to note: While AI use cases are diverse, organizations are currently most likely to put it to work in customer service settings, such as chatbots. Breaking down use cases, the study found that among organizations currently using AI, service operations optimization leads the way (24%), followed by new AI-based products on 20%, then customer service analytics and customer segmentation, both on 19% a piece. AutomationIn terms of organizational investment in automation as a whole, 87% of respondents reckon that this will increase over the next 18 months. IT workflows around operations management, service management and asset management are already well established, but there’s work to be done around HR workflows and areas such as customer onboarding. In fact, only 42% of IT leaders say that they are completely satisfied with the state of the organization’s process automation. That said, automation is delivering clear ROI, according to poll respondents, with over half of IT leaders citing increased operational efficiency (56%) and improved employee productivity (52%) as the two leading benefits. It also helps to improve customer satisfaction, cited by 49%, but employees aren’t yet seeing such gains, with 44% citing increased job satisfaction and only 39% able to point to the much-repeated pitch for automation of it allowing staff to offload mundane tasks and focus on higher-value work. My takeThis is a good solid report that’s worth a read - download here (some registration data required). Other topics of interest for IT leaders include sustainability; proliferation of data and consequent need for more integration; and the drive for more focus on operational efficiency. But inevitably it’s generative AI and the views around this that catch the eye. Given the way the entire tech industry has pivoted around this tech in the past few months, the level of interest expressed by respondents is only to be expected. What’s unclear from this report is where the dividing line is between excitement/hype around the enterprise potential of generative AI - hype which has largely stemmed from consumer adoption - and deliverable realities. I’m particularly intrigued at the idea that IT leaders appear to believe that their business stakeholder counterparts have a firm grasp and understanding of generative AI practicalities. As many vendors have acknowledged, including Salesforce itself, we’re at the very early stages in rolling out generative AI and while that potential is clearly there, so too are a lot of barriers to adoption that still need to be addressed, not least around areas such as trust and ethics, both topics that Salesforce has identified as priorities. This is the third annual State of IT report. It will be interesting to see what the data around generative AI is by the time issue four comes around next year. By that time, there should be more real-world exemplars of both the benefits and the pitfalls/challenges of the tech. How much that changes IT leadership views will evolve over time. In the meantime, this recent article based on commentary from Patrick Stokes, Salesforce EVP of Product, provides interesting insight into the vendor view of generative AI from a technology, rather than line of business, perspective. |
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