Proving the Advantage that Marketing Creates

Proving the Advantage that Marketing Creates In this Marketing Over Coffee: Talking with PWC's Ian Kahn and Samrat Sharma at Salesforce Connections! Direct Link to File Samrat Sharma (Strategy, PwC) and Ian Kahn (Principal, Customer & Commercial Excellence Platform Leader, PwC) at Connections Samrat has over 20 years as a strategist - now working at the intersection of growth, strategy and brand Ian launched and grew the firm's Salesforce Consulting arm, and now oversees the customer and commercial excellence portfolios Starting with the customer journey and then following growth opportunities Gone are the days of the giant slide decks without feet on the ground to make it work Agentforce as orchestration layer is what can create opportunities for clients Customer 360 to leverage proprientary data and unlock competitive advantage More than 100 years of accounting rigor is something that can address the current crisis of trust Adoption does not equal business results 8:29 - 9:59 Incubeta: the "old way" of marketing – with creative, media, and data stuck in silos – just doesn't work anymore. Incubeta is a global marketing and AI-outcomes agency and a premier Global Google Partner. They help brands Outperform Marketing, delivering an average of 35% revenue growth in just the first year. Headless allowing clients to take advantage of new technologies at a faster rate The shift from seats to consumption is the way the market has to move Research with Association of National Advertisers and Cannes Lions around the value of marketing: advertising delivers an 80% advantage over 5 years: Marketing in the AI Era: To Matter More or Cost Less?  Additional research: how organizations can redesign their customer-facing functions, including marketing, sales, pricing, and service, into an integrated, AI-enabled "agentic front office" that combines human judgment with AI-driven execution: Your customers' AI is already buying. Is yours ready to sell?  15:12 - 16:56 Use Framer to get websites up and running effortlessly and leave the design tool paywall behind. Ready to design, iterate, and publish all in one tool? Start creating for free at Framer.com/design, and use code MOC for a free month of Framer Pro Greater ownership of end-to-end customer journey is the transition they see on the horizon Looking at total customer investement vs all the segments The early wins from the minority will start generating AI wins across the entire market as successful case studies spread Culpability - the impact AI is having on our lives Follow Ian and Samrat on LinkedIn! Ask for more at Analytics for Marketers! Sign up for the text line: 1-617-812-5494 Join John, Chris and Katie on threads, or on LinkedIn: Chris, John, and Katie Sign up for the Marketing Over Coffee Newsletter to get early access! Our theme song is Mellow G by Fonkmasters