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It's no secret that cloud computing is our global technology future, and while there are many cloud solutions available, Salesforce and its ecosystem are the dominant players in today's customer relationship management (CRM) market. They have 18.6 percent market share, their closest competitor has 6 percent, and International Data Corporation's (IDC) 2015 report highlights the tremendous growth of the Salesforce ecosystem – $272 billion in gross domestic product (GDP) impact worldwide by 2018.1

For over 15 years, Bluewolf has been customizing Salesforce and delivering transformative results for clients, and we're just scratching the surface of this immense opportunity. Why is that? While public cloud spending surpassed $50 billion worldwide last year, it still represents less than 3 percent of total spending on IT.2 We are still at the inception of IT innovation, but more than ever, we're seeing companies recognize the value of Salesforce and other cloud solutions to transform their business. We are also in the midst of the evolution of design and design thinking, two business elements that are beginning to appear more and more in forward-thinking conversations. As these markets grow together, we'll start seeing some powerful results and partnerships between Salesforce and companies like IBM iX.

As Salesforce's longest running partner, Bluewolf has a deep understanding of how and why Salesforce's technology helps deliver an exceptional customer experience. While we consider ourselves technology agnostic, Salesforce plays a large role in our work and features prominently in many of the stories and examples you'll read in this book.

While Bluewolf uses Salesforce, the purpose of this book isn't to sell you on their particular cloud solution; it's to take you on a journey through the current digital landscape and provide insight into how to sustain competitive advantage in a diverse, rapidly evolving global economy. Whether or not you use Salesforce, this book will provide you with a strategic framework to drive business transformation for your organization and your customers, and give an understanding of how cloud technology influences, and is influenced by, current trends and developments in design, analytics, and customer and employee culture.

If your company has already embraced Salesforce, this book should help to uncover ways that you can use it to gain a better competitive advantage; if your company is thinking of using Salesforce, this book can show you how to avoid early pitfalls and become a best-in-class user of it; and, lastly, if your company uses a different solution, this book will give you the secrets to replicating the success of Salesforce in your own environment, to the extent that is possible.