Podcast Creative Toolkit EMEA

Unlock Your Potential

June 1 - August 31
Marketing Cloud
Customer Data Platform
Enablement Kickoff
June 2022
Forward Looking Statements
"Safe harbor" statement under the Private Securities Litigation Reform Act of 1995: This presentation contains forward-looking statements about the company's financial and operating
results, which may include expected GAAP and non-GAAP financial and other operating and non-operating results, including revenue, net income, diluted earnings
per share, operating cash flow growth, operating margin improvement, expected revenue growth, expected current remaining performance obligation growth, expected tax rates,
stock-based compensation expenses, amortization of purchased intangibles, shares outstanding, market growth, environmental, social and governance goals and expected capital
allocation, including mergers and acquisitions, capital expenditures and other investments. The achievement or success of the matters covered by such forward-looking statements involves
risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions prove incorrect, the company’s results could differ materially from the results
expressed or implied by the forward-looking statements it makes.
The risks and uncertainties referred to above include -- but are not limited to -- risks associated with the effect of general economic and market conditions; the impact of geopolitical events,
natural disasters and actual or threatened public health emergencies, such as the ongoing Coronavirus pandemic; the impact of foreign currency exchange rate and interest rate
fluctuations on our results; our business strategy and our plan to build our business, including our strategy to be the leading provider of enterprise cloud computing applications and
platforms; the pace of change and innovation in enterprise cloud computing services; the seasonal nature of our sales cycles; the competitive nature of the market in which we participate;
our international expansion strategy; the demands on our personnel and infrastructure resulting from significant growth in our customer base and operations, including as a result of
acquisitions; our service performance and security, including the resources and costs required to avoid unanticipated downtime and prevent, detect and remediate potential security
breaches; the expenses associated with our data centers and third-party infrastructure providers; additional data center capacity; real estate and office facilities space; our operating results
and cash flows; new services and product features, including any efforts to expand our services beyond the CRM market; our strategy of acquiring or making investments in complementary
businesses, joint ventures, services, technologies and intellectual property rights; the performance and fair value of our investments in complementary businesses through our strategic
investment portfolio; our ability to realize the benefits from strategic partnerships, joint ventures and investments; the impact of future gains or losses from our strategic investment
portfolio, including gains or losses from overall market conditions that may affect the publicly traded companies within our strategic investment portfolio; our ability to execute our business
plans; our ability to successfully integrate acquired businesses and technologies; our ability to continue to grow unearned revenue and remaining performance obligation; our ability to
protect our intellectual property rights; our ability to develop our brands; our reliance on third-party hardware, software and platform providers; our dependency on the development and
maintenance of the infrastructure of the Internet; the effect of evolving domestic and foreign government regulations, including those related to the provision of services on the Internet,
those related to accessing the Internet, and those addressing data privacy, cross-border data transfers and import and export controls; the valuation of our deferred tax assets and the
release of related valuation allowances; the potential availability of additional tax assets in the future; the impact of new accounting pronouncements and tax laws; uncertainties affecting
our ability to estimate our tax rate; uncertainties regarding our tax obligations in connection with potential jurisdictional transfers of intellectual property, including the tax rate, the timing
of the transfer and the value of such transferred intellectual property; the impact of expensing stock options and other equity awards; the sufficiency of our capital resources; factors related
to our outstanding debt, revolving credit facility and loan associated with 50 Fremont; compliance with our debt covenants and lease obligations; current and potential litigation involving
us; and the impact of climate change.
Further information on these and other factors that could affect the company’s financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings it
makes with the Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor
Information section of the company’s website at.
Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law.
Third party trademarks are the property of their owners.
First, some logistics
Questions, answers, and staying in touch

How do you ask a question?

• Raise your hand or post your question in the Q&A
section on your Zoom Window.

How do you turn on Closed Captions?

• At the bottom of your screen, click on “closed captions”
John Smith
Where can you get the presentation?
• We will share the presentation slides with you at the end
of the session via the Partner Community.

Will this be available as a recording after today?

• Yes, a recording of all sessions will be available
on-demand. Bookmark the enablement resource guide
• https://sfdc.co/Jun22CDP1Stop
Meet the CDP (Technical Ecosystem Enablement) Team

Tracy Novotny Vlad Silak Arvind Raman

Sr Director, Cloud Solution Director, Cloud Solution Director, Cloud Solution
Alliances - Marketing Alliances - Marketing Alliances - Marketing
The Market Continues to Evolve

Digital Workforce Cookieless Trusted MarTech

Acceleration Transformation Future Marketing Growth
Rapid Resignation & Privacy & Ethics Proliferation via
transformation relocation VC investments,
to digital-first Deprecation of third- Consent-based scale-ups, & IPOs
Work from anywhere party cookies personalization
New customer culture Consolidation &
behaviors & Focus on first party Data residency evolution
expectations data
 SofiaAlmaStr
awleyLloyd

The Customer Data Platform is our Solution for this Future

~78%
Duplicates Guest Orders Legacy Loyalty Data
Unintentional Gold member
Service Profiles
00800 753 3333
Samantha Smith Guest Checkout
Samantha Smith,
Samantha Smith sam@mystyle.com,
s.smith.58221@gmail.com +44 800-753-2333

Different phone numbers Commerce Profile

Sam Smith
s.smith.58221@gmail.com
In-Store POS Data (0) 800-753-2333
SKU 8wr7013 Multiple Emails

Marketing Profiles
sam@mystyle.com Community Profile
StylishSam
s.smith.58221@gmail.com
Known &
~75% Unknown Data BI Tools/Data Science Social Handle Only
No Name High LTV
 GENERALLY
Customer Data Platform AVAILABLE

Personalize every interaction with AI at hyperscale

Build a Trust-Based First Party Data Asset

Track consent preferences in compliance with consumer privacy laws
while capturing known and unknown data

Create a Single Source of Truth

Ingest and unify data from anywhere to reconcile customer identity and
understand the complete picture for each individual

Go Beyond Marketing
Use unified data to make every engagement contextual, personalized,
and human across marketing, commerce, service, and sales

Supercharge Analytics
Make better decisions faster by understanding your customer in any
moment through AI-powered insights and analytics

Adapt to the Cookieless Future

Empower your teams to build applications, unleash data science with
an AI workbench, and automate experiences across clouds
Platform Functionality Drives CDP Success
Data Velocity Data Variety Data Veracity Data Volume Data Value Built-in Activation Endpoints

Ingest Transform Identity Data Lake

Batch ingest Canonical Resolution Big Data Messaging & Marketing Activation
Models & Reconciliation Processing E-mail, Mobile, SMS, Push
Relationships Spark, Presto
Journeys
Journey Builder

TB files

Industry Standard Resolve identities Process

AppExchange
CIM model across clouds @ scale on Advertising Activation
(Fuzzy, Direct) Hyperforce Data Enrichment,
Advertising Google, FB, LinkedIn
Measurement, and
(via Advertising Studio)
Activation

Streams
Realtime ingest Personalization
Realtime
Schema Create a Single Per Tenant Interactions Event Triggers, Web/App Personalization,
on Read Source of Truth 50B Profiles Realtime Journey Management
1T Events
External
Data Lake
100k RPS 1Pb store

x Power of the Platform

Media Analytics and Business Intelligence
Analytics Media Analytics, Media Optimization,
CLICKS NOT CODE! Business Intelligence
Training Session Format
 4 Week Enablement Steps
Expectations for Completion of the Training Course

Step 4
Step 1

Step 3
Slack
Kick-off Call Slack Channel
Step 2
(#help-jun22-cdp-wor
Live Introduction to Step 6
kshop) for all
Enablement Enablement
Materials and Setting
Expectations.
Curriculum clarification questions
or hands-on exercise
Navigate to the CDP
troubleshooting
Get Started Curriculum (in PLC), start
Join the “Official:
at the top and complete
Step 5 Credential
all 10 courses! Register Accredited
Customer Data
Platform (CDP) Includes Provisioning Professional credential
Partner Community instructions for CDP
Group demo account
Bookmark the CDP Bookmark the CDP
Pocket Guide Enablement 1 stop Office Hours
resource
Join live office hours for questions related to
feature functionality, best practices, strategy
or road map, pre-submit questions
 How do Partners get to Partner Learning Camp?

Partner

From the PLC Learner Dashboard, a user can:

Learners can access PLC from the Learn Page in
● View Courses they are currently enrolled in
Partner Community or by going directly to
● Search the PLC Course Catalog for more
https://partnerlearningcamp.salesforce.com/
● Access the PLC myTrailhead

Note
PLC only supports Partner Community login with Salesforce Credentials (e.g. developer/trial org) and not via Marketing Cloud account.
If you have any issues logging into the Partner Community or PLC, see this guide (or email consultingpartners@salesforce.com)
 Please make sure to enroll in the new curriculum
https://sfdc.co/GetToKnowCDP

CDP Curriculum
End to End Implementation Enablement Track

10 Self Paced On-Demand Courses containing: 10: Administration

● Interactive Lessons 9: Activation
● Videos
● Trailhead Modules 8: Segmentation
● Hands-on Exercises 7: Insights
● Activities 6: Identity Resolution
● Help Documentation
● Knowledge Checks 5: Data Modeling
4: Data Ingestion
LOE: ~24 hours to complete all assets 3: Setup

2: Implementation Basics
You
sho
the u
1: Overview end ld be h
of th ere
is w by
eek
!
CDP Curriculum in PLC https://sfdc.co/GetToKnowCDP
When to use Slack or Partner Community?
Questions related to enablement, assets and troubleshooting exercises

“I’m having trouble “In the Segmentation

accessing my CDP Exercise my counts are
Demo Account?” not accurate”

“Can I give access to I Need Help! “The data is not

other consultants in my populated in my
firm?” account”
 bmit
a s e Pre-su all
Ple
n s b efore C
io
Quest
When to use Office Hours?
Questions related directly to a customer implementation

“What is the best “What is the best

strategy for setting up practice for managing
data mapping?” multi-brands? ”

“What are roadmap I Need Help! “Are the ingestion

plans for integration
bundles customizable?”
with Commerce?”
 When to use Support?
Questions related to break/fix issues for a customer engagement

“I’m getting an error DO NOT Contact Support for

enablement issues related to
connecting my MC
your partner demo accounts.
account to CDP ”

“Activation to s3 is I Need Help!

throwing an error
message”

Please submit all customer support tickets through Help & Training
Marketing Cloud Customer Data Platform
Accredited Professional Exam
Exam Breakdown
 Recommended Training and References

● Complete the Get to Know Marketing Cloud Customer (CDP) Curriculum

○ 10 hands-on courses to learn the base foundations of CDP to help
you complete successful implementations
● Review CDP Help documentation

Salesforce recommends a combination of hands-on experience, training

courses in Partner Learning Camp, and self-study in the areas listed in
the Exam Outline section of this exam guide
 Marketing Cloud Customer Data Platform
Allotted Passing
Total Question
Time Score

50 75 min 68 %

Exam Outline

Solution Overview | 10%

Setup & Administration| 14%

Activation| 13%

Integrations | 6%

Data Ingestion & Modeling | 24%

Segmentation and Insights | 22%

Identity Resolution | 11%

*Each section detailed in appendix

Goal for this/next week
Verify access to
● Partner Community kk
● PLC (Partner Learning Camp)
● Marketing Cloud Account
Request a CDP Trial Org
● 1st step in Setup (Course 3)
*Trial orgs only available for 30 days
**Only request when ready for hands on

Enroll in the CDP Curriculum Bookmark the 1 stop resource guide

● https://sfdc.co/Jun22CDP1Stop
● https://sfdc.co/GetToKnowCDP

Complete the first 2 courses in the curriculum

● Overview (2 hours 40 mins)
● Implementation Basics (1 hr 27 mins)
CDP Trial Org - Additional Details
❏ CDP Trial Org provisioning is not instant
❏ Takes about ~24-48 hours
❏ Allows you to perform all of the hands on exercises in the curriculum
❏ It will be available for 30 days and will not be extendable beyond that period
❏ No exceptions will be made
❏ Only request when ready to perform hands on exercises
❏ Follow the hands on guide and avoid configuring schedule for the following
activities:
● Segment publishing
● Activation publishing

❏ Restrain configuring any excessive data ingestions and building overly

complex Calculated Insights
❏ Access to the CDP Trial org can be revoked at any time without prior warning
Guided Session (Office Hours)
Dates
● AMER/EMEA: Jun 14, 16, 21, 23, 28, 30 (10 am ET)
● APAC/India: Jun 14, 16, 21, 23, 28, 30 (2pm AEST)

Presubmit questions
● kk
https://salesforce.quip.com/uxu7A4SICD8O

*Office Hours are meant for you to bring your questions.

**Does not typically include prepared presentations
Ongoing Enablement
What’s next
Continue to Follow the Official: Customer Data Platform (CDP)
group
Pocket Guide - quip.com/R7EDAHHwrAfQ
Slack - Fill out the form to be added to the
#partner-cdp-troubleshooting channel
CDP Demo Accounts - Trial accounts are good for 30 days. Once
your firm has 2 CDP Accredited Professionals you can submit for a
shared dev org, instructions in the pocket guide
The Trial account should only be used for enablement and not for
POC or other demo needs
If you have any issues logging into the Partner Community or
Partner Learning Camp, email consultingpartners@salesforce.com
Project Intake Form
Submit project, customer and use case details for new implementations

● The Salesforce CDP Product and CSG

teams use the information to establish
relationships with implementation teams.

● This is your ticket into live weekly office

hours.
Wednesdays(APAC friendly):
3pm AEST, 5am GMT

Wednesdays(AMER/EMEA friendly): 10am

EST, 2pm GMT
Fill out the Form!
Q&A
“I Attended” Social Badge
Scan Me

How to use:
Scan the QR Code to download and save this image.
Post on social platforms of your choice.
Share with your network and use the hashtag #SalesforceDays

When to use:
After you have attended at least one Salesforce Days session. Share
with your network what you learned and why you’re excited to be
part of the Salesforce ecosystem.
“I Got Certified” Social Medallion

How to use: Scan Me

After completing your certification, fill out THIS FORM or scan
the QR code
Once you fill out the form and we validate your certification you
will be emailed your social media medallion within 48 hours.

Be sure to then share with your network and use the hashtag
#SalesforceDays
 10%
CDP
Solution Overview

● Define a Customer Data Platform (CDP)

● Explain the benefits of Marketing Cloud CDP
● Describe the key product features of
Marketing Cloud CDP
● Describe data model challenges facing
customers
● Recognize key CDP terminology
● Define the core components of a standard
implementation

Modules to study
● Overview
● Implementation Basics
 14%
CDP
Setup & Administration

● Navigate the CDP interface

● Describe user roles and permissions
● Connect CDP to data sources
● Recall connections that are configured in CDP
Setup.
● Explain supported topologies for each of the
connectors.

Modules to study
● Set Up
● Administration
 24%
CDP
Data Ingestion & Modeling

● Recall nuances of configuration for various data

sources
● Explain how to design necessary transformations for
the raw data as part of the ingestion process
● Describe the process for ingestion of data from
Marketing Cloud into CDP
● Describe the process for ingestion of data from
Salesforce CRM into CDP
● Explain the benefits of the standard data model.
● Outline the steps of the data modeling process.
● Evaluate mandatory data mappings and relationships
for Identity Resolution.
● Examine ingested and modeled data for correctness.

Modules to study
● Data Ingestion
● Data Modeling
 11%
CDP
Identity Resolution

● Explain the unification process within CDP

and significance of Unified Individual
● Outline the steps of the Identity Resolution
process
● Recall recommendations for match rules
configuration
● Examine pre- and post-unified data for
correctness
● Monitor consumption of the allocated profile
utilization for the org

Modules to study
● Identity Resolution
 22%
CDP
Segmentation & Insights

● Navigate the Insights interface

● Understand the types of Insights (Calculated Insights &
Streaming Insights)
● Explain use cases for Calculated Insights and
Streaming Insights
● Navigate the segmentation canvas interface.
● Understand how to use Calculated Insights and
Suggested Values in Segmentation.
● Define key segmentation terms such as segment,
count, publish, and activate.
● Use Identity Resolution to segment data as one
Unified Individual.
● Leverage the sample use cases for Segmentation to
drive your marketing actions.

Modules to study
● Insights
● Segmentation
 13%
CDP
Activation

● Understand the different types of activation

targets.
● Select activation memberships, select contact
points, and add additional attributes when
configuring an activation.
● Publish and activate segments to Amazon
Web Services (AWS) S3, Marketing Cloud,
and CDP.
● Apply best practices when configuring CDP
segment activations.

Modules to study
● Activation
 6%
CDP
API & Integrations

● Understand the APIs available for CDP

● Understand the existing CDP Connectors
(Salesforce CRM, Interaction Studio,
Marketing Cloud, Cloud File Storage etc)

Things to study
● Out of the box connectors
○ Data Ingestion
○ Activation
● Help documentation