Story
Salesforce
ASMLSalesforce Supports Lifecycle Marketing at ASML
ASML, an information technology organization in the Netherlands, uses Sales Cloud from Salesforce to support lifecycle marketing for marketers and ops.
Value results
| Category | Value result |
|---|---|
| Productivity | Fewer stalled items because campaign execution has a clear owner |
| Productivity | Handoffs in lifecycle marketing sit in a shared queue instead of a mailbox trail |
| Risk and compliance | Sales Cloud is the governed place marketers and ops use for lifecycle marketing |
Story
ASML grew campaign execution faster than the local tools around it. From the Netherlands, information technology teams still had to serve customers and internal partners who expected a straight answer. Marketers and ops were the ones stitching the picture together by hand.
Rolling out Sales Cloud put lifecycle marketing on Salesforce. Salesforce is the enterprise customer relationship platform for sales, service, marketing, and customer data, with Slack as the collaboration layer. ASML keeps the product in the path where work already happens, so marketers and ops do not context-switch into a graveyard system used only for audits.
The visible result is steadier lifecycle marketing. Campaign execution is easier to inspect, and adjacent groups can join marketers and ops without a guided tour of someone's desktop.
