Move to the Leanest Possible Technology Stack

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Technology generates the reach and scale you need to make customer centricity an act of business. In fact, all businesses are becoming technology companies, using digital platforms to enable more personalised customer experiences at scale.</p> <p>Let’s be honest, though. How much of your current IT spend is focused on keeping the lights on, compared to investing in and delivering this vision? Is it 50%, 60%, or even 70%?</p> <p>You’re not alone. Most IT organisations are on a journey to flip the cost pyramid from keeping the lights on to investing in bigger-picture innovation.</p> </div> </div> <div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive center-img-horizontally " alt="Create one team aligned around the customer." src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/transformation-playbook/transformation-playbook-2020-color-wheel.jpg"/> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-60-right-lg margin-0-right-md text-size-default line-height-32 "> <p>For most businesses, this flip starts with replatforming in the cloud, typically with global, hyperscale providers. Here, leaders develop modular architectures with reusable, modular data sets and processes. The next layer of digitisation is around business practices. An API strategy that enables an application network with massive reuse becomes a powerful part of this future-fit, lean technology stack. This is where Salesforce focuses with a complete strategy around customer relationship management (CRM), integration, and data.</p> <p><b>Moving away from legacy technology debt has never been more important. </b>The role of IT is quickly evolving from managing backlogs and dealing with frustrated business partners to enabling business teams to compose low- and no-code apps in service of customer outcomes. IT leverages this leaner technology stack to experiment faster and deliver more effectively on the ever-changing needs of the business.</p> </div> </div> <div class="headingComponent parbase section"> <div id="key-actions-to-take" class=" h3 text-stratus text-left salesforce-sans-bold margin-10-top-lg margin-10-top-xs margin-20-bottom-lg margin-20-bottom-xs " style="; "> <span class=" header-text "> Key Actions to Take </span> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-right-lg margin-20-bottom-lg margin-0-left-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-60-right-lg margin-0-right-md margin-0-bottom-lg text-size-default line-height-default "> <ul class="enhanced-unordered-list"> <li><b> Ensure everyone believes in a customer-centric vision.</b><br /> </li> </ul> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-0-top-lg margin-60-right-lg margin-0-right-md margin-20-bottom-lg margin-10-left-lg text-size-default line-height-32 "> <ul> <li>Work across functions to collaboratively define a clear vision and strategy.</li> <li>Ensure that everyone within the organisation can communicate the vision, inspire action, and align projects to the outlined strategy.</li> </ul> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-right-lg margin-20-bottom-lg margin-0-left-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-60-right-lg margin-0-right-md margin-0-bottom-lg text-size-default line-height-default "> <ul class="enhanced-unordered-list"> <li><b> Help employees reach their full potential.</b><br /> </li> </ul> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-0-top-lg margin-60-right-lg margin-0-right-md margin-20-bottom-lg margin-10-left-lg text-size-default line-height-32 "> <ul> <li>Equally invest in employee experiences to allow for cross-team collaboration from anywhere that improves the customer experience.</li> <li>Apply incentives to individual behaviors that drive the business goals.</li> <li>Encourage groups with different expertises to solve customer problems together.</li> </ul> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-right-lg margin-30-bottom-xs margin-0-left-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-60-right-lg margin-0-right-md margin-0-bottom-lg text-size-default line-height-default "> <ul class="enhanced-unordered-list"> <li><b> Empower teams to act in the customer’s best interest.</b><br /> </li> </ul> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-0-top-lg margin-60-right-lg margin-0-right-md margin-20-bottom-lg margin-10-left-lg text-size-default line-height-32 "> <ul> <li>Define your brand values and company culture in order to empower all employees to suggest improvements and better the company.</li> <li>Give teams the authority to act in the customer’s best interest. Include partners to help you drive connected customer experiences and increase value to customers and employees.</li> </ul> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-top-xs margin-20-bottom-lg hidden-xs hidden-sm hidden-md hidden-lg text-size-default line-height-32 "> Chapter 1: Understand the Importance of Changing Mindsets in Your Organisation<br /> Chapter 2: Design Customer-Centric Business Practices<br /> Chapter 3: Build One Team Around the Customer<br /> Chapter 4: Move to the Leanest Possible Tech Stack<br /> Chapter 5: Sense and Respond to Customers, Now and in the Future </div> </div> </div> <div class="col text-left col-xs-12 col-sm-3 col-md-3 col-lg-3"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="headingComponent parbase section"> <p id="chapters" class=" h3 text-night text-left salesforce-sans-bold margin-60-top-xs " style="; "> <span class=" header-text "> Chapters </span> </p> </div> <div class="barComponent parbase section"><div class="margin-20-top-lg margin-20-bottom-lg bg-karl-the-fog bar-align-center " style="height:2px;width:100%;"></div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-2 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <p id="01" class=" h4 text-night text-left salesforce-sans-bold " style="; "> <span class=" header-text "> 01 </span> </p> </div> </div> <div class="col text-left col-xs-12 col-sm-10 col-md-10 col-lg-10"><div class="imageComponent parbase section"> <a href="/eu/resources/guides/customer-transformation-playbook-changing-company-mindsets-o/" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Chapter 1 - Successfully Meeting the Digital Imperative Depends on Your Mindset thumbnail image" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/transformation-playbook/chapter-1.jpg"/> </a> </div> <div class="headingComponent parbase section"> <h4 id="successfully-meeting-the-digital-imperative-depends-on-your-mindset" class=" h4 text-cirrus text-left salesforce-sans-regular margin-20-top-lg " style="; "> <a class=" text-cirrus " href="/eu/resources/guides/customer-transformation-playbook-changing-company-mindsets-o/"> <span class=" header-text "> Successfully Meeting the Digital Imperative Depends on Your Mindset </span> </a> </h4> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-40-top-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-2 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <p id="02" class=" h4 text-night text-left salesforce-sans-bold " style="; "> <span class=" header-text "> 02 </span> </p> </div> </div> <div class="col text-left col-xs-12 col-sm-10 col-md-10 col-lg-10"><div class="imageComponent parbase section"> <a href="/eu/resources/guides/design-customer-centric-business-practices/" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Chapter 2 - How You Make Decisions thumbnail image" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/transformation-playbook/chapter-2.jpg"/> </a> </div> <div class="headingComponent parbase section"> <h4 id="how-you-make-decisions-sense-anticipate-and-respond" class=" h4 text-cirrus text-left salesforce-sans-regular margin-20-top-lg " style="; "> <a class=" text-cirrus " href="/eu/resources/guides/design-customer-centric-business-practices/"> <span class=" header-text "> How You Make Decisions: Sense, Anticipate, and Respond </span> </a> </h4> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-40-top-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-2 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <p id="03" class=" h4 text-night text-left salesforce-sans-bold " style="; "> <span class=" header-text "> 03 </span> </p> </div> </div> <div class="col text-left col-xs-12 col-sm-10 col-md-10 col-lg-10"><div class="imageComponent parbase section"> <a href="/eu/resources/guides/build-one-team-around-customer/" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Chapter 3 - How You Engage Customers thumbnail image" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/transformation-playbook/chapter-3.jpg"/> </a> </div> <div class="headingComponent parbase section"> <h4 id="how-you-engage-customers-customer-centric-business-processes" class=" h4 text-cirrus text-left salesforce-sans-regular margin-20-top-lg " style="; "> <a class=" text-cirrus " href="/eu/resources/guides/build-one-team-around-customer/"> <span class=" header-text "> How You Engage Customers: Customer-Centric Business Processes </span> </a> </h4> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-40-top-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-2 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <p id="04" class=" h4 text-night text-left salesforce-sans-bold " style="; "> <span class=" header-text "> 04 </span> </p> </div> </div> <div class="col text-left col-xs-12 col-sm-10 col-md-10 col-lg-10"><div class="imageComponent parbase section"> <a href="#ch4" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Chapter 4 - How You Work thumbnail image" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/transformation-playbook/chapter-4.jpg"/> </a> </div> <div class="headingComponent parbase section"> <h4 id="how-you-work-one-team-aligned-around-the-customer" class=" h4 text-cirrus text-left salesforce-sans-regular margin-20-top-lg " style="; "> <a class=" text-cirrus " href="#ch4"> <span class=" header-text "> How You Work: One Team Aligned Around the Customer </span> </a> </h4> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-40-top-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-2 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <p id="05" class=" h4 text-night text-left salesforce-sans-bold " style="; "> <span class=" header-text "> 05 </span> </p> </div> </div> <div class="col text-left col-xs-12 col-sm-10 col-md-10 col-lg-10"><div class="imageComponent parbase section"> <a href="/eu/resources/guides/sense-and-respond-to-customers/" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Chapter 5 - How You Embrace Technology thumbnail image" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/transformation-playbook/chapter-5.jpg"/> </a> </div> <div class="headingComponent parbase section"> <h4 id="how-you-embrace-technology-digital-first-lean-and-ethical-by-design" class=" h4 text-cirrus text-left salesforce-sans-regular margin-20-top-lg " style="; "> <a class=" text-cirrus " href="/eu/resources/guides/sense-and-respond-to-customers/"> <span class=" header-text "> How You Embrace Technology: Digital-First, Lean, and Ethical by Design </span> </a> </h4> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-40-top-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-2 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <p id="06" class=" h4 text-night text-left salesforce-sans-bold " style="; "> <span class=" header-text "> 06 </span> </p> </div> </div> <div class="col text-left col-xs-12 col-sm-10 col-md-10 col-lg-10"><div class="imageComponent parbase section"> <a href="/eu/resources/guides/how-you-serve-society/" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Chapter 6 - How You Serve Society thumbnail image" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/transformation-playbook/chapter-6.jpg"/> </a> </div> <div class="headingComponent parbase section"> <h4 id="how-you-serve-society-business-as-a-platform-for-change" class=" h4 text-cirrus text-left salesforce-sans-regular margin-20-top-lg " style="; "> <a class=" text-cirrus " href="/eu/resources/guides/how-you-serve-society/"> <span class=" header-text "> How You Serve Society: Business as a Platform for Change </span> </a> </h4> </div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" hidden-xs hidden-sm hidden-md hidden-lg columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="headingComponent parbase section"> <h2 id="related-content" class=" h3 text-night text-left salesforce-sans-bold margin-40-top-lg margin-40-top-sm " style="; "> <span class=" header-text "> Related Content </span> </h2> </div> <div class="barComponent parbase section"><div class="margin-20-top-lg margin-20-bottom-lg bg-karl-the-fog bar-align-center " style="height:2px;width:100%;"></div> </div> <div class="cardComponent parbase section"> <div class="thumbnail bg-snow "> <div class="thumbnail-content " data-href="/?d=cta-related-1"> <a href="/?d=cta-related-1" class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs"></a> <div class="graphic "> <div class=" image-link"> <img class="lazy img-responsive margin-0-top-lg margin-0-bottom-lg " alt="What does Salesforce do blog post thumbnail image" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/crm/crm-integration/wdsd-blog-header-visual.jpg"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <h3 id="blog-post" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-right-lg margin-10-bottom-lg " style="; "> <span class=" header-text "> Blog Post </span> </h3> </div> <div class="headingComponent parbase section"> <h4 id="what-does-salesforce-do" class=" h4 text-cirrus text-left salesforce-sans-regular " style="; "> <span class=" header-text "> What does Salesforce do? </span> </h4> </div> </div> </div> </div> </div> <div class="cardComponent parbase section"> <div class="thumbnail margin-40-top-lg bg-snow "> <div class="thumbnail-content " data-href="/?d=cta-related-2"> <a href="/?d=cta-related-2" class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs"></a> <div class="graphic "> <div class=" image-link"> <img class="lazy img-responsive margin-0-top-lg margin-0-bottom-lg " alt="How Ford Plans to Transform an Icon video page thumbnail image" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/videos/ltc-35-rc_meta-image-768x432.jpg"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <h3 id="video" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-right-lg margin-10-bottom-lg " style="; "> <span class=" header-text "> Video </span> </h3> </div> <div class="headingComponent parbase section"> <h4 id="how-ford-plans-to-transform-an-icon" class=" h4 text-cirrus text-left salesforce-sans-regular " style="; "> <span class=" header-text "> How Ford Plans to Transform an Icon </span> </h4> </div> </div> </div> </div> </div> <div class="cardComponent parbase section"> <div class="thumbnail margin-40-top-lg bg-snow "> <div class="thumbnail-content " data-href="/?d=cta-related-3"> <a href="/?d=cta-related-3" class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs"></a> <div class="graphic "> <div class=" image-link"> <img class="lazy img-responsive margin-0-top-lg margin-0-bottom-lg " alt="How to Launch an Employee Experience Platform report thumbnail image" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/sf-cdp-rc.png"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <h3 id="report" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-right-lg margin-10-bottom-lg " style="; "> <span class=" header-text "> Report </span> </h3> </div> <div class="headingComponent parbase section"> <h4 id="how-to-launch-an-employee-experience-platform" class=" h4 text-cirrus text-left salesforce-sans-regular " style="; "> <span class=" header-text "> How to Launch an Employee Experience Platform </span> </h4> </div> </div> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" hidden-sm hidden-md hidden-lg columns-wrapper column-container-component"> <div class="bg-mist bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-mist bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-1 col-md-1 col-lg-1"> </div> <div class="col text-left col-xs-12 col-sm-11 col-md-11 col-lg-11"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-9 col-md-9 col-lg-9"><div class="headingComponent parbase section"> <h2 id="up-next-chapter-5" class=" h3 text-stratus text-left salesforce-sans-bold col-lg-12 margin-40-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> Up Next: Chapter 5 </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin-20-bottom-lg text-size-default line-height-default "> So you’ve moved to a culture of collaboration and sharing. Now it’s time to take action to <b>embrace technology and ensure it’s used in ethical and humane ways</b>. </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-40-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-4 col-md-4 col-lg-4"><div class="imageComponent parbase section"> <a href="/eu/resources/guides/sense-and-respond-to-customers/" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Chapter 5: How You Embrace Technology: Digital-First, Lean, and Ethical by Design" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/transformation-playbook/chapter-5.jpg"/> </a> </div> </div> <div class="col text-left col-xs-12 col-sm-8 col-md-8 col-lg-8"><div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-default "> <p>Read on to discover how to:</p> <ul> <li>Shift from “departmental IT” to a holistic, digital operating model</li> <li>Simplify technology to empower the people closest to your customers</li> <li>Ensure ethics are central to your approach</li> </ul> </div> </div> <div class="buttonCTAComponent parbase section"> <div class="margin-10-top-lg margin-10-bottom-lg text-left "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container "> <a class="btn btn-lg btn-primary salesforce-sans-regular " data-content-replacement-close-color="sfdc-swap-button-day" href="/eu/resources/guides/sense-and-respond-to-customers/"> <span> Go to Chapter 5 </span> </a> </div> </div> </div></div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-3 col-md-3 col-lg-3"> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" hidden-xs columns-wrapper column-container-component"> <div class="bg-snow bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-mist bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-1 col-md-1 col-lg-1"> </div> <div class="col text-left col-xs-12 col-sm-11 col-md-11 col-lg-11"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-9 col-md-9 col-lg-9"><div class="headingComponent parbase section"> <h2 id="up-next-chapter-5" class=" h3 text-stratus text-left salesforce-sans-bold col-lg-12 margin-40-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> Up Next: Chapter 5 </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin-20-bottom-lg text-size-default line-height-default "> So you’ve moved to a culture of collaboration and sharing. Now it’s time to take action to <b>embrace technology and ensure it’s used in ethical and humane ways</b>. </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-40-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-4 col-md-4 col-lg-4"><div class="imageComponent parbase section"> <a href="/eu/resources/guides/sense-and-respond-to-customers/" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Chapter 5: How You Embrace Technology: Digital-First, Lean, and Ethical by Design" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/transformation-playbook/chapter-5.jpg"/> </a> </div> </div> <div class="col text-left col-xs-12 col-sm-8 col-md-8 col-lg-8"><div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-default "> <p>Read on to discover how to:</p> <ul> <li>Shift from “departmental IT” to a holistic, digital operating model</li> <li>Simplify technology to empower the people closest to your customers</li> <li>Ensure ethics are central to your approach</li> </ul> </div> </div> <div class="buttonCTAComponent parbase section"> <div class="margin-10-top-lg margin-10-bottom-lg text-left "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container "> <a class="btn btn-lg btn-primary salesforce-sans-regular " data-content-replacement-close-color="sfdc-swap-button-day" href="/eu/resources/guides/sense-and-respond-to-customers/"> <span> Go to Chapter 5 </span> </a> </div> </div> </div></div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-3 col-md-3 col-lg-3"> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="spacerComponent parbase section"><div class="spacer " style="height:60px;"></div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" hidden-xs hidden-sm hidden-md hidden-lg columns-wrapper bg-left-center bg-cover column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="visible-lg"> <div style="background-image:url('//www.salesforce.com/content/dam/web/en_us/www/images/salesforce-resource-center/articles/about-the-author-illustration-desktop.png');" class="columns-wrapper column-container-image bg-left-center bg-cover" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/salesforce-resource-center/articles/about-the-author-illustration-desktop.png"> </div> </div> <div class="visible-md"> <div style="background-image:url('//www.salesforce.com/content/dam/web/en_us/www/images/salesforce-resource-center/articles/about-the-author-illustration-desktop.png');" class="columns-wrapper column-container-image bg-left-center bg-cover" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/salesforce-resource-center/articles/about-the-author-illustration-desktop.png"> </div> </div> <div class="visible-sm"> <div style="background-image:url('//www.salesforce.com/content/dam/web/en_us/www/images/salesforce-resource-center/articles/about-the-author-illustration-desktop.png');" class="columns-wrapper column-container-image bg-left-center bg-cover" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/salesforce-resource-center/articles/about-the-author-illustration-desktop.png"> </div> </div> <div class="visible-xs"> <div style="background-image:url('//www.salesforce.com/content/dam/web/en_us/www/images/salesforce-resource-center/articles/about-the-author-illustration-desktop.png');" class="columns-wrapper column-container-image bg-left-center bg-cover" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/salesforce-resource-center/articles/about-the-author-illustration-desktop.png"> </div> </div> <div class="container"> <div class="row columns-wrapper xs-min-height-300" style="min-height: 300px; 500"> <div class="col text-left col-xs-12 col-sm-1 col-md-1 col-lg-1"> </div> <div class="col text-left col-xs-12 col-sm-11 col-md-11 col-lg-11"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-30-top-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-6-ten col-md-6-ten col-lg-6-ten"><div class="headingComponent parbase section"> <p id="about-the-author" class=" h3 text-night text-left salesforce-sans-bold margin-10-bottom-lg margin-0-bottom-xs " style="; "> <span class=" header-text "> About the Author </span> </p> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-top-lg margin-20-bottom-lg margin-10-bottom-xs margin-20-left-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="visible-lg"> <div class="columns-wrapper row column-container-image lazy bg-left-center bg-auto" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/resource-center-author-image-elizabeth-pinkham.png"> </div> </div> <div class="visible-md"> <div class="columns-wrapper row column-container-image lazy bg-left-center bg-auto" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/resource-center-author-image-elizabeth-pinkham.png"> </div> </div> <div class="visible-sm"> <div class="columns-wrapper row column-container-image lazy bg-left-center bg-auto" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/resource-center-author-image-elizabeth-pinkham.png"> </div> </div> <div class="visible-xs"> <div class="columns-wrapper row column-container-image lazy bg-left-center bg-auto" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/resource-center-author-image-elizabeth-pinkham.png"> </div> </div> <div class="row columns-wrapper xs-min-height-100" style="min-height: 100px; 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="bodyCopyComponent parbase section"><div class="margin-30-top-lg margin-10-top-xs margin-100-left-lg margin-100-left-xs text-size-default line-height-default "> <b>Elizabeth Pinkham</b><br /> Executive Vice President of Global Real Estate, Salesforce </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="bodyCopyComponent parbase section"><div class="margin-20-top-xs margin-40-bottom-lg margin-30-bottom-xs text-size-default line-height-default "> Elizabeth Pinkham is responsible for Salesforce’s global real estate strategy, overseeing the company’s real estate portfolio and workplace design, as well as creating one-of-a-kind experiences for Salesforce’s employees, customers, partners and the community. </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-4-ten col-md-4-ten col-lg-4-ten"> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper column-container-component"> <div class="bg-snow bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="headingComponent parbase section"> <h4 id="more-resources" class=" h1 text-night text-left salesforce-sans-light margin-60-top-lg margin-40-top-sm margin-60-bottom-lg margin-40-bottom-sm " style="; "> <span class=" header-text "> More Resources </span> </h4> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper margin-0-bottom-sm column-container-component"> <div class="bg-snow bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-4 col-md-4 col-lg-4"><div class="cardComponent parbase section"> <div class="thumbnail margin-0-top-lg margin-60-bottom-lg bg-snow "> <div class="thumbnail-content thumbnail-linked" data-href="/eu/form/pdf/state-of-the-connected-customer-3rd-edition/?d=cta-footer-49"> <a href="/eu/form/pdf/state-of-the-connected-customer-3rd-edition/?d=cta-footer-49" class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs" title="State of the Connected Customer 3rd Edition">State of the Connected Customer 3rd Edition</a> <div class="graphic "> <div class=" image-link"> <img class="lazy img-responsive margin-0-top-lg margin-0-bottom-lg " alt="State of the Connected Customer" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/state-of-the-connected-customer.jpg"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <div id="research" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-top-lg margin-10-top-md margin-10-top-sm margin-10-top-xs margin-10-right-lg margin-10-bottom-lg " style="; "> <span class=" header-text "> Research </span> </div> </div> <div class="headingComponent parbase section"> <h5 id="state-of-the-connected-customer" class=" h3 text-cirrus text-left salesforce-sans-regular margin-10-bottom-lg sales-head-1" style="; " data-equalize="sales-head-1"> <span class=" header-text "> State of the Connected Customer </span> </h5> </div> <div class="buttonCTAComponent parbase section"> <div class="margin-10-top-lg margin-10-bottom-lg margin-0-bottom-xs text-left "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container hidden-xs hidden-sm hidden-md hidden-lg "> <a class="btn btn-lg simple-link salesforce-sans-bold " aria-label="State of the Connected Customer" data-content-replacement-close-color="sfdc-swap-button-day" href="/eu/form/pdf/state-of-the-connected-customer-3rd-edition/?d=cta-footer-49"> <span> Learn more <span class="salesforce-icon icon-sfdc-icon-right-arrow"></span> </span> </a> </div> </div> </div></div> </div> <div class="card-overlay-container"> <a class="screen-reader-text" href="/eu/form/pdf/state-of-the-connected-customer-3rd-edition/">State of the Connected Customer 3rd Edition</a> </div> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-4 col-md-4 col-lg-4"><div class="cardComponent parbase section"> <div class="thumbnail margin-0-top-lg margin-60-bottom-lg bg-snow "> <div class="thumbnail-content thumbnail-linked" data-href="https://salesforcecustomer360.herokuapp.com"> <a href="https://salesforcecustomer360.herokuapp.com" class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs"></a> <div class="graphic "> <div class=" image-link"> <img class="lazy img-responsive margin-0-top-lg margin-0-bottom-lg " alt="Create your Customer 360 in two simple steps." src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/resource-center-report-SF-cust-360.jpg"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <div id="guide" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-top-lg margin-10-top-md margin-10-top-sm margin-10-top-xs margin-10-right-lg margin-10-bottom-lg " style="; "> <span class=" header-text "> Guide </span> </div> </div> <div class="headingComponent parbase section"> <h5 id="create-your-customer-360-in-two-simple-steps" class=" h3 text-cirrus text-left salesforce-sans-regular margin-10-right-lg margin-10-bottom-lg sales-head-1" style="; " data-equalize="sales-head-1"> <span class=" header-text "> Create your Customer 360 in two simple steps. </span> </h5> </div> <div class="buttonCTAComponent parbase section"> <div class="margin-10-top-lg margin-10-bottom-lg margin-0-bottom-xs text-left "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container hidden-xs hidden-sm hidden-md hidden-lg "> <a class="btn btn-lg simple-link salesforce-sans-bold " aria-label="Create a Customer 360 in two simple steps" data-content-replacement-close-color="sfdc-swap-button-day" href="https://salesforcecustomer360.herokuapp.com"> <span> Learn more <span class="salesforce-icon icon-sfdc-icon-right-arrow"></span> </span> </a> </div> </div> </div></div> </div> <div class="card-overlay-container"> <a class="screen-reader-text" href="https://salesforcecustomer360.herokuapp.com">Create your Customer 360 in two simple steps</a> </div> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-4 col-md-4 col-lg-4"><div class="cardComponent parbase section"> <div class="thumbnail margin-0-top-lg margin-100-bottom-lg margin-40-bottom-sm bg-snow "> <div class="thumbnail-content thumbnail-linked" data-href="/eu/form/conf/sales/idc-digital-transformation-study/"> <a href="/eu/form/conf/sales/idc-digital-transformation-study/" class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs" title="The Importance of Digital Transformation in Times of Change">The Importance of Digital Transformation in Times of Change</a> <div class="graphic "> <div class=" image-link"> <img class="lazy img-responsive margin-0-top-lg margin-0-bottom-lg " alt="The Impact of Digital Transformation During Times of Change" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/resource-center-card-navigate-change-with-technology.jpg"/> </div> </div> <div class="caption"> <div class="labelSmallComponent 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