Last week at Salesforce World Tour New York, the powerful partnership of data and AI-powered tools headlined the latest CRM innovations. What does this mean for RevOps and B2B Go-to-Market strategies? 

Well, the first step is to make your data ready for AI innovations, then “zero” in on better integration functionality. Here are two key takeaways: 

Unstructured Data Unite! 

By preparing data for AI, every team is prepared for a customized AI experience. For instance, marketers believe AI will save them an average of five hours a week. However, Salesforce research found that nearly 40 percent of marketers admit they don’t know how to get the most out of new AI capabilities. 

“This means we are in a crucial time of learning and optimizing,” said Megan Cohn of Salesforce. “Sales and marketing alignment is the foundation of good B2B marketing. And data is the starting point for the alignment. AI models need to be trained to produce high-quality output and they can’t learn the right lessons without good data.”

Zero Copy Partner Network 

Any GTM strategy is only as good as the data, Named the Zero Copy Partner Network, this recently presented ecosystem unites ISVs and SIs with the aim of eliminating the need for custom integrations and intricate data pipelines traditionally necessary for linking and transferring data between Salesforce and external data warehouses. 

This tool presents companies with a more streamlined, secure, and intuitive method for linking data to business applications, contrasting favorably with conventional ETL procedures and data pipelines.

Typically, accessing data from third-party systems required businesses to construct and sustain the connection while also reconciling data alterations over time. Zero-copy integration enables teams to access data directly from its source, either through queries or by virtually accessing the file.

In the context of Go-To-Market strategies, zero-copy integration plays a significant role by enabling real-time synchronization of data between different systems or applications involved in the GTM process. 

For example, customer data stored in Salesforce CRM can be seamlessly integrated with marketing automation platforms, sales enablement tools, and other systems without the need for manual data entry or replication.

By eliminating data silos and ensuring data consistency across systems, zero-copy integration enables businesses to maintain a unified view of customers throughout their journey. This unified customer view is essential for delivering personalized experiences, targeted marketing campaigns, and tailored sales strategies.

Dylan Ferguson, Senior Director of Sales, and Ryan Bott, Chief Revenue Officer, were particularly interested in the simplicity of Zero Copy integrations and data retrieval.  

This functionality works seamlessly with the automated routing capabilities within the Fullcast Territory Management platform. With easier data-sharing, organizations can pick up the GTM pace by automatically routing new leads to territories based on factors like role, capacity, expertise, rotation, or any custom criteria. 

With zero-copy integration, stakeholders across marketing, sales, and other departments have access to real-time, accurate data, empowering them to make informed decisions quickly. This agility is crucial in a dynamic GTM environment where market conditions, customer preferences, and competitive landscapes can change rapidly.

These recent Salesforce announcements are head-spinning, but they also offer exciting opportunities for your Go-to-Market capabilities. Do you have questions? Let’s talk!