BACKGROUND IMAGE: iSTOCK/GETTY IMAGES
SAN FRANCISCO -- Cloud CRM platform vendor Salesforce has long touted its products as fully customizable and deeply integrated with other back office applications. At Dreamforce 2015, the company's annual user conference, Sara Varni, Salesforce's senior vice president of marketing for Sales Cloud, dictated a strategy of providing users with a central platform to manage all of their key business units. "Customers need to see how putting CRM at the center affects sales but also how it affects the rest of the organization," Varni said.
Varni discussed Salesforce Lightning Experience, which aims to give sales reps the data they need faster and componentize the app-creation process, enabling sales teams to customize the elements of apps the way they see fit. She also talked about Salesforce Wave, the company's native analytics capability to its Salesforce1 platform, and how it can potentially give sales managers insight into the sales pipeline and assist in team performance management. "It's about giving [sales managers] insights and not having other departments be bottlenecks," she said.
For more, check out the video above; and for more on Dreamforce 2015, check out SearchCRM.