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How Salesforce Powers Its Own Lead Funnel with Data 360
Explore how Salesforce solved its own data fragmentation challenges, and used the Data 360 + ML Models + Flows to automate instant, configurable assignment to humans and agents in one motion.

, Senior Product Manager, Salesforce

, Director Product Management, Salesforce

Product: Data 360
Role: Marketing
Topic: Salesforce on Salesforce
Session Level: Intermediate
Session Format: Theater
  • Tuesday, Sep 159:00 AM - 9:20 AM PDT
    (4:00 PM - 4:20 PM GMT)
    Moscone West, L3, Learning Lab Theater D
    FIRST COME FIRST SEATED
  • Wednesday, Sep 161:30 PM - 1:50 PM PDT
    (8:30 PM - 8:50 PM GMT)
    Moscone North, Campground, SF on SF Theater
    FIRST COME FIRST SEATED
Session Summary: This session highlighted how Salesforce utilized Data Cloud (formerly Data 360) to revolutionize its lead routing platform, significantly enhancing efficiency and effectiveness. By leveraging Data Cloud's real-time data ingestion and unified customer profiles, Salesforce reduced lead assignment time from 20 minutes to just 20 seconds, cut custom code by 90%, and improved change velocity by 85%. The system integrates advanced machine learning models for lead scoring, customer behavior prediction, and personalized marketing activations, enabling the organization to focus human sellers on the top 25% of leads most likely to convert. Additionally, Salesforce demonstrated enterprise-scale implementation of Data Cloud, managing 150 million customer profiles and achieving highly targeted, data-driven activations across marketing and sales channels, resulting in improved customer engagement and business agility.
Key Takeaways:

• Salesforce reduced lead assignment time from 20 minutes to 20 seconds using Data Cloud, optimizing efficiency and reducing manual effort for sellers.

• The platform's unified customer profiles and machine learning models enable precise lead scoring, personalized marketing, and seamless sales and marketing alignment.

• By cutting custom code by 90% and improving change velocity by 85%, Salesforce achieved greater agility, ensuring policy updates and system changes are implemented in real time.

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