How Salesforce negotiates the new battleground of trust

Salesforce, the cloud-based software firm, believes that trust is going to become increasingly important for companies and brands.

“Trust has been broken on so many fronts in the world around us today,” said Salesforce CMO Stephanie Buscemi. “We can see it across industries, we can see it in our governments, and we can see it in society.”  From fake news to data breaches to a lack of transparency, issues of trust are everywhere, and brands aren’t exempt.

Context

Technology is “the tip of the spear that is changing the way we interact”, she told a DMEXCO audience (Cologne, September 2019) – and the fact that everything is now connected gives marketers an extraordinary opportunity to create powerful customer...

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