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Salesforce GTM PMM Marketing ExerciseSusmita DeyThe shift towards a more digital and globalized economy continues to take shape and is primarily driven by the rapid pace in technological innovation. This shift has led to a radical transformation in the way companies think and do business. Companies need to redefine “Innovate or Perish”, a maxim that is typically associated with product innovation, and extend it to customer experiences if they wish to continue remaining relevant in today’s hyper-completive world.A great customer experience (CX) is one of the primary objectives that businesses strive to achieve. One of the ways companies achieve this objective is through customer engagement and dissection of customer interactions. Newer technologies like Artificial Intelligence and Internet of Things (IoT) can aid the engagement process. For example, Artificial Intelligence is the core technology behind Chatbots and Virtual Assistants that continue to transform customer service. According to Gartner, by 2020, 85% of all customer interactions will