We explore the exciting world of Salesforce and its ever-evolving data landscape. As Salesforce professionals, we understand the paramount importance of data in powering CRM systems and driving business success. In this roundup, Kapsys will delve into some notable Salesforce trends that have piqued our interest, explicitly focusing on the dynamic realm of Salesforce data. Join us as we uncover the latest developments and shed light on the top data priorities that occupy the forefront of every Salesforce professional's mind.

1. Customer Data Platforms (CDP)

In recent Salesforce trends, there has been a connection between Customer Data Platforms (CDPs) and the Salesforce platform, particularly in relation to Marketing Cloud. In 2022, Salesforce introduced Genie, which encompasses the functionalities of the Marketing Cloud Customer Data Platform (formerly Salesforce CDP). Genie shares the same purpose and benefits as CDPs, offering data unification, identity resolution, and activation across Salesforce's comprehensive "Customer 360" product portfolio. This advancement allows Salesforce CDP customers to leverage the power of data within the broader Salesforce ecosystem. The integration of Salesforce data has proven advantageous for organizations seeking to maximize their marketing efforts and enhance their customer experience.

2. First-Party Tracking

In line with current Salesforce trends, there is a growing emphasis on privacy and the diminishing effectiveness of third-party cookies for collecting data from online visitors. As a result, organizations are recognizing the importance of leveraging first-party data that they collect directly. This shift has increased the significance of Customer Data Platforms (CDPs) as a solution to address this challenge. CDPs enable organizations to become more sophisticated in the data they collect, particularly regarding profile unification, and provide a centralized storage solution. Salesforce refers to this as "walking the 'personalization vs. privacy' tightrope," highlighting the delicate balance between utilizing data for personalized experiences while respecting privacy concerns. However, there are trade-offs involved when considering personalization and privacy. Organizations must carefully navigate these trade-offs to ensure they strike the right balance and maintain the trust of their customers.

3. Salesforce Industries

In the realm of Salesforce trends, there is a significant surge in the adoption of Salesforce Industries. Organizations recognize the value of implementing industry-specific data models aligning with their unique business models. Also, rather than developing their Salesforce data models from scratch, these organizations leverage Industry Cloud products, providing pre-built solutions tailored to specific industries. These Industry Cloud products are ready-made "skin" layered over Sales Cloud and other Salesforce offerings. Moreover, the range of Industry Cloud products offered by Salesforce is extensive, including Health Cloud, Financial Services Cloud, Salesforce for Insurance, Media Cloud, Consumer Goods Cloud, Communications Cloud, Energy & Utilities Cloud, Manufacturing Cloud, Automotive Cloud, Government Cloud (Public Sector Solutions), Nonprofit Success Pack (NPSP), Education Cloud, Vaccine Cloud, and Net Zero Cloud. Furthermore, these Industry Cloud products have gained immense popularity, with organizations eagerly adopting them. The demand for Industry Cloud products surpasses the available supply in all regions. Staying current with this trend is crucial, especially if your industry falls above the list. Awareness of and leveraging the appropriate Industry Cloud solution can significantly benefit organizations by providing industry-specific Salesforce data models and empowering them to thrive in their respective sectors.

4. Leveraging Unstructured Data

As we delve into Salesforce trends, unstructured data is poised to take center stage in 2023. Furthermore, unstructured data refers to data lacking standard formatting, and it is important to spotlight it. Moreover, Customer Data Platforms (CDPs) offer a solution to bring standardization to unstructured data sources, enabling them to be utilized alongside their structured counterparts. By structuring unstructured data, organizations can take a crucial step toward maximizing the full potential of their data resources. A noteworthy example of unstructured data discussed in 2022 is Slack conversation data. Also, the merger of Slack and Salesforce is intriguing, considering that Salesforce emphasizes highly structured collaboration, while Slack is founded on unstructured collaboration. The key question arises: How much control can organizations exert over Slack data to make it valuable for enriching Salesforce? To achieve this, organizations can leverage Slack apps and workflows. These tools provide the means to harness and manage Slack data effectively, ensuring it becomes a valuable asset for enhancing Salesforce.

5. "Well-Architected"

One of the notable Salesforce trends announced at the Dreamforce '22 Architect Keynote is introducing the "Well-Architected" framework. Also, in a highly customizable platform like Salesforce, architects must channel their efforts in the right direction when designing and constructing robust and scalable solutions across the Customer 360 platform. The "Well-Architected" approach emphasizes transforming solutions into trustworthy, user-friendly, and adaptable entities. Furthermore, this framework also considers the importance of complying with regulations and developing composable solutions and reusable components. By adhering to this framework, architects can ensure that their designs are aligned with best practices, leading to the creation of well-structured and sustainable solutions within the Salesforce ecosystem.

6. Salesforce Flow

Salesforce Flow is a vital trend in the Salesforce ecosystem. Just like veins and arteries carry lifeblood, flows move and transform data within your CRM. Also, to master the tool, focus on advanced logic elements like Data Elements, Collections, Loops, and Assignments. Furthermore, the native Flow datatable component, introduced in the Winter '23 release, is a crowd favorite for working with multiple records in a Screen Flow. Elevate your Salesforce Flow skills to optimize data movement and enhance your CRM processes.

7. Data Security

Security concerns often keep Salesforce administrators and professionals awake at night. The stakes are high as malicious attacks and insider threats continue to rise for companies leveraging Salesforce. Insider threats involving compromises to organizational data security by colleagues, intentionally or due to negligence, are a significant concern. It is crucial to establish proper controls and safeguards to prevent data loss. However, some individuals overlook these blind spots due to a lack of complete understanding of the Salesforce Shared Responsibility Model. Protecting data entails a joint responsibility between the customer and Salesforce. It is essential to comprehend the division of security elements for which Salesforce is responsible and those within the customer's domain. To address this, a guide has been created to outline these responsibilities, ensuring a comprehensive understanding of the shared responsibility model for Salesforce data security.

8. Address Data

In the realm of Salesforce trends, one unexpected but significant area of focus is address data. This trend has gained considerable attention, as evidenced by the remarkable 8,250 votes and 81,940 points accumulated on the IdeaExchange platform. The importance of creating a custom Address field becomes evident for various reasons. Previously, organizations might have resorted to (not recommended) custom workarounds to fulfill their specific use cases. However, with the latest advancements, it is now possible to create this type of field, enabling the opportunity to streamline and enhance address data integrity. Also, this presents an opportunity to rectify any past instances where unconventional methods were used, ensuring cleaner and more standardized address data within the Salesforce ecosystem.

 Salesforce Data Trends: Conclusion

In conclusion, with data's increasing importance and vulnerability in today's digital landscape, safeguarding, preserving, storing, and ensuring data quality should be the foremost concern for any business. Fortunately, Salesforce offers a range of powerful tools to address these challenges, as highlighted throughout this guide. By embracing Salesforce trends and leveraging its robust data management capabilities, organizations can fortify their data protection strategies and enhance overall data integrity. Remember, Kapsys is here to assist you in implementing Salesforce best practices and optimizing your data management processes. Contact us today to embark on a journey towards secure and efficient Salesforce data management.