Top Trends From the “State of Salesforce” 2022-23 Report

By Lauren Westwood

IBM’s insightful, data-driven “State of Salesforce” report has uncovered some interesting trends. Salesforce “continues to be a significant force in the customer success strategy of many businesses”, but what does this mean in the context of day-to-day operations, and how are leaders driving forwards in the current market?

It’s always useful to take stock – looking back allows us to learn from the past, analyze the present, and prepare for the future. So let’s take a look at some of the key trends highlighted in this year’s report, which is well worth a read.

What Is the State of Salesforce Report?

The State of Salesforce Report is a global, data-driven survey that investigates business strategies, investments, and developments, with added insights from IBM’s thought leaders and consultants, as well as other industry experts in the ecosystem. Specifically, this year’s report explores the ways that companies are “unlocking the next wave of value with Salesforce.”

The rapid rise in remote working (and the inevitable acceleration in technology) we’ve experienced over the last few years has certainly raised some important questions.

How have companies endured, adapted, innovated, and invested? How are they facing the most recent challenges of recession and inflation, as well as a widespread shift in people’s values? How will companies be doing business in the next two, five, ten years’ time?

“As the status quo has shifted decisively toward cloud technology, the question isn’t whether to invest – it’s how to strategically optimize those investments to accelerate business value. We are witnessing a pervasive shift in people’s values, expectations and needs in the face of crises, as well as revolutionary advancements in technology.”

– Al Jenkins, Managing Partner, Salesforce | IBM Consulting™

Top Trends

Let’s take a quick look at this year’s top trends.

1. Harmonize Operations With Cross-Cloud

Whether you’re on a mission to reduce costs or to supercharge productivity (likely both), Salesforce’s cross-cloud technology aims to provide the best environment for optimizing digital operations.

Is your business utilizing AI to automate processes? Intelligent workflows go a long way towards reducing geographical barriers, improving employee satisfaction, and streamlining communications. How about Customer 360 integration? Does your company have an innovative data integration strategy in place? These are all questions worth considering – questions that IBM’s report encourages us to consider.

“85% of customers surveyed plan to pair data with AI technologies to streamline and automate business processes in the Salesforce platform.”

2. Thrive in a Trust Economy

Trust is a core value at Salesforce, and the concept of a “trust economy” is becoming more widely used in the ecosystem. This trust takes many forms – you’ll hear phrases like “AI integrity” and “trust as the new currency”. Companies are prioritizing building (and maintaining) a trustworthy reputation in alignment with Salesforce technology to “reinforce values regarding ethics, transparency, security, privacy and safety.”

Data safeguarding is being weaved into business strategies with purpose – companies are investing in platforms like Tableau to deliver secure, engaging, personalized, and trustworthy customer experiences.

“28% of customers surveyed currently use Tableau. 25% plan to invest in Tableau.”

3. Innovate Smarter, Not Harder

An old phrase with a fresh coat of paint – “work smarter, not harder” still holds true. As a constantly evolving platform, Salesforce advocates for agility and innovation to meet, anticipate, and exceed the market’s requirements.

IBM’s report words it nicely, with companies utilizing Salesforce to:

  1. Keep it moving with configuration
  2. Leverage collective wisdom
  3. Embrace infinite innovation

“50% of CEOs surveyed cited delivering more innovation in products and services as a top priority.”

4. Make Sustainability a Transformation Catalyst.

No surprise here – sustainability remains a hot topic and for good reason. There has been a noticeable surge in real, actionable sustainability. It’s clear that we’ve moved beyond conversation at this point; the ecosystem wants to see real change in day-to-day processes in a combined, global effort that starts from the top. It’s great to see more companies like IBM and Salesforce taking responsibility and leading by example.

While there are certainly challenges ahead for leaders to address, from unclear ROI to regulatory barriers, there is at the very least a perceived correlation between increased sustainability efforts and economic progress. Normalizing eco-friendly strategies and data-driven environmentalism is a big step in the right direction.

“83% of CEOs surveyed expect sustainability investments to produce improved business results in the next five years.”

Download the Report

This short article is just a taster; the full report includes far deeper context for you to absorb.

Insights, inspiration, incentives… Everyone will take something different from the report, which is well worth a read – complete the short form below to download the full report and join the conversation.


From harmonizing operations to transforming ambition into action, this year’s State of Salesforce report “celebrates the resilience and combined impact of people, process and technology.”

People are at the heart of the conversation, which is why this survey is so important for understanding the driving force behind innovations – all to “advance human-centered experiences.”

“IBM is proud to share the latest research and insights into the Salesforce ecosystem. We’re excited to continue our work, helping organizations advance in their ongoing transformation journey, as we also work together to improve the state of the world.”

– Al Jenkins, Managing Partner, Salesforce | IBM Consulting™

The Author

Lauren Westwood

Lauren is the Content Director at Salesforce Ben.


    Dinesh Yadav
    October 17, 2022 1:59 pm
    Very insightful article.

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