Sercante founder & CEO Andrea Tarrell recently met with DESelect founder & CEO Anthony Lamot for the DESelect Heroes of Marketing Cloud (HoMC) Podcast. During the episode, Andrea offered her perspective on the exciting changes happening in the world of Salesforce Marketing Cloud and what it means for existing and future Salesforce customers.
Here’s a preview of everything the pair talked about.
The changing role of marketers
One of the key insights Andrea shared is that marketers’ roles are expanding beyond the traditional boundaries of the marketing department.
“What we’re increasingly seeing is that marketers, it’s no longer just the marketing department that they influence and are responsible for,” Andrea explained. “They’re getting pulled into ‘Okay, how does this influence sales? How does our customers’ experience post-sale factor into how we should be thinking about marketing? Are we doing customer advisory boards? How are we building long-term loyal relationships?'”
This shift reflects the growing importance of delivering seamless digital experiences across the entire customer journey.
As Andrea noted, for many companies, a large portion of revenue now comes from expanding relationships with existing customers. Marketers are well-positioned to orchestrate these end-to-end experiences. However, they need the right technology and strategies to make it happen.
The future of Salesforce Marketing Cloud
Fortunately, the Salesforce platform is evolving to meet these needs. Andrea pointed to the exciting potential of Marketing Cloud Growth Edition, which will bring the power of Salesforce’s Einstein AI to marketing automation and enable tighter integration with sales and service functionality.
“I’m super excited about the vision for the Marketing Cloud roadmap, like where things are going to go in the future,” Andrea said. “And I see it being driven a lot by the frenzy that was AI last year… And so with the latest news from Salesforce about Marketing Cloud Growth Edition and the idea of rebuilding parts of Marketing Cloud on the core Salesforce platform, I really think that connected vision is what’s driving it.”
Navigating the challenges of implementation
Of course, fully capitalizing on these innovations requires a thoughtful approach to implementation and change management. Having guided hundreds of clients through the process, Andrea stressed the importance of being realistic about timelines, resource requirements, and potential roadblocks.
“I think one of the toughest challenges for anyone getting started with marketing automation, in general, is you want the tech to come in and solve the problem for you, but there’s usually so much business process and change management that has to happen to really make it successful,” she cautioned.
Marketers need to be prepared to put in the work to ensure new technology investments pay off.
Sercante’s evolving mission
As the Salesforce ecosystem continues to push the boundaries of what’s possible, Sercante is evolving to help clients stay ahead of the curve. The consultancy recently updated its branding and messaging to emphasize its focus on creating seamless digital customer experiences that span marketing, sales, and service.
True to its roots, Sercante will continue to serve as a trusted partner to marketers at all stages of their journey with Salesforce, bringing a potent mix of technical expertise, strategic vision, and creative execution to every engagement.
As Andrea said, “I basically started Sercante to be what I couldn’t find when I was client-side — strategy, creative, technical execution, analytics, and everything that you need really to execute on revops types of campaigns.”
Watch the full Heroes of Marketing Cloud episode now
Sercante is excited to build on this foundation and help clients harness the full potential of Salesforce to drive growth and customer loyalty in an increasingly digital-first world. Stay tuned for more insights from Andrea and the team.