Inside Salesforce: How We Use Data 360 for Marketing
Salesforce finds only 38% of marketing teams actually use customer engagement data despite AI demands
“83% of marketing teams are expected to use customer engagement data, but only 55% of marketing teams have access to the data they need and 38% are actually using customer engagement data.”
Salesforce's Data 360 team reveals an internal case study showing a significant 'data readiness gap' where marketing teams lack access to the unstructured customer data—call transcripts, emails, support cases—needed to operationalize AI. Salesforce itself processes 300,000 call transcripts and 2 million support conversations but struggles to surface that intelligence to marketing due to volume and data sensitivity concerns. This is a vendor self-promotion piece rather than a novel finding, limiting its signal value for the newsletter.