consumer goods
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As legacy industries make the migration to cloud-based digital solutions to run and grow their businesses, Salesforce is hoping that it will get a cut of the action when it comes to their IT investments. The CRM giant has been doubling down on building specialised solutions for individual industry verticals, and today, it is unveiling new business units dedicated to not one but two of them: manufacturing and consumer goods.
The Manufacturing Cloud and Consumer Goods Cloud, as the two new products are called, are the latest in a list of other vertical-specific products the company has created. Other verticals targeted to date include finance, healthcare, media, nonprofits and retail.
The idea behind Salesforce’s strategy to build industry-specific solutions is that while the CRM and sales processes that go into manufacturing and consumer goods do have some aspects in common with other industries, both also have relatively specific requirements, too, around how sales are agreed and clients are managed.
In the case of manufacturing and consumer goods, both are capital-intensive businesses where those working on the physical products might be very removed from those working on sales (not just in terms of job functions, but in terms of the software that’s used to manage each operation), or those who are in the field who are helping to distribute those goods to the people ultimately selling them.
“In the manufacturing industry, changing customer and market demands can have a devastating effect on the bottom line, so being able to understand what is happening on the ground is imperative for success,” said Cindy Bolt, SVP and GM, Salesforce Manufacturing, in a statement. “Manufacturing Cloud bridges the gap between sales and operations teams while ensuring more predictive and transparent business, so they can build deeper and more trusted relationships with their customers.”
In both the cases of manufacturing and consumer goods, Salesforce is not creating these services out of thin air: the company had already been touting solutions for both sectors as part of its bigger push into specific industries. Past acquisitions of companies like Steelbrick — a specialist in quote-to-cash solutions, a cornerstone of how manufacturing sales are made — are likely to have played a contributing role in how the new clouds were built.
With the Manufacturing Cloud, Salesforce says that it has included a feature for sales agreements that link up with a company’s ERP and forecasting software to be able to better predict demand from individual customers as well as the wider market. The services are also coming with more analytical insights by way of Einstein Analytics, and more functionality to work with channel partners. Third parties working with Salesforce on joint solutions using Marketing Cloud include Acumen Solutions, Deloitte and Rootstock.
The Consumer Goods Cloud has some parallel with the Manufacturing Cloud, in that both are targeting businesses that are by their nature and by legacy very rooted in physical goods and are therefore not easily “disrupted” by digital innovation. Indeed, despite all that we hear about the might of Amazon and e-commerce, a full 95% of products are still sold in physical stores. That system has a lot of drawbacks, not least of them being challenges with consumer goods brands having accurate control over how products are distributed and ultimately sold.
“Retail execution remains one of the most important pieces of a consumer goods brands strategy, but so much opportunity is wasted if the field rep doesn’t have the data and technology needed to make smart decisions,” said John Strain, GM and SVP, Retail and Consumer Goods at Salesforce, in a statement. “Consumer Goods Cloud provides these field reps with the tools they need to be successful on the ground while helping build both business opportunities and stronger relationships with their retail partners.”
The company, citing research from PwC, claims that of the $200 billion that’s spent in the U.S. by consumer goods companies each year on merchandising, marketing and sales efforts for in-store sales, some $100 billion of that spend is never used in the way it was originally intended. (That’s one reason so many consumer goods companies have jumped into social media: it’s a way of connecting better and more directly, at least with the customers.)
That represents a huge area to tackle for a company likes Salesforce, and the Consumer Goods Cloud is the start of that effort. The product covers software that addresses areas optimising visits to stores, improving relationships with retailers, using Einstein insights for analytics and ordering software. Partners in the effort include Accenture and PwC.
Another important thing to note here is that Salesforce’s move into the area comes as a competitive strike: Not only are there companies out there that have built products specifically for these markets — Sysco for consumer goods, and Atlatl Software for manufacturing, for example — but Salesforce has to contend with general rivals such as Microsoft and SAP also targeting the same potential customers.
As of last quarter, Sales Cloud now accounts for more than one-quarter of Salesforce’s revenues, but today’s news underscores how “sales” is becoming a more complex and nuanced topic for the company as its business continues to grow, and as cloud-based digital processes become ever more ubiquitous across all sectors beyond simply knowledge workers. As Salesforce builds out more solutions to meet every kind of enterprise’s needs, it’s likely there will be more vertical-specific tools making their way to the platform.
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In the nine years since private equity and venture capital investments into sustainable technologies last crossed the $6 billion threshold, the problems caused by global carbon emissions have only intensified.
Now, as the world confronts the reality that there’s not much time left to reverse course on carbon emissions and the impact they will have on life on earth, both corporate and private investors are once again stepping up their commitments to startups in the space.
In 2018, global venture capital investment into startups focused on sustainability jumped 127 percent, to $9.2 billion, the highest since 2010, according to a January report from Bloomberg New Energy Finance. Powering that boost was a $1.1 billion investment in the smart window maker, View, and another $795 million for Chinese electric vehicle firm Youxia Motors. In fact, there were no fewer than eight VC/PE financings of Chinese EV specialist companies in 2018, totaling some $3.3 billion.
That stark assessment is coming from more corners of the scientific community, and the reality of the danger is being emphasized by politicians and concerned citizens around the globe.
The simple truth is that things are getting worse. And for the past two years, emissions have been increasing as countries continue to use oil and gas and coal to fuel economic growth, even as the global community realizes that carbon emissions are an increasing threat.
A recent assessment by the U.S. government put the cost of climate change caused by carbon emissions at $500 billion annually by the end of the century. And the financial toll doesn’t begin to assess the cost to the quality of human life and the potential lives that will be lost because of climate-related disasters.
This isn’t the first time the world has realized the threat climate change poses. It’s not even the second. Back in 1979 — and throughout the next decade — the U.S. grappled with how to craft an appropriate response to the coming climate-related crisis. Perhaps unsurprisingly, the government failed, and the issue of imminent climate disaster was set aside.
Former Vice President Al Gore picked up the thread in the mid-2000s in the wake of his defeat to the Connecticut Yankee turned Texas oilman George W. Bush in the contested 2000 presidential election. Through advocacy work and the popular climate-focused documentary “An Inconvenient Truth,” Gore was able to proselytize among a group of technocrats looking for the next big thing in the wake of the internet explosion that had transformed professional and personal lives.
Venture capital investors flocked to invest in renewable technologies — from biofuels to new solar energy generating technologies to new battery chemistries and beyond.
Over the next seven years billion-dollar companies would rise and fall on the back of speculative investment in the promise of a cleaner energy future that would disrupt the oil industry and turn billionaires into multi-billionaires — all while saving the world.
It didn’t work out.
Problems with scaling technologies beyond a controlled laboratory setting; global economic pressures wrought by an explosion of manufacturing capacity in countries like China; and the hubris of investors who thought that their investment acumen in picking winners of the information age could work just as well in centuries-old industries like oil and gas, or electricity, found themselves floundering in complicated, regulated markets with deep-pocketed incumbents and entrenched interests in promoting the status quo.
In the process, investors lost hundreds of millions of dollars in the U.S. alone, and destabilized some of the oldest firms in the investment industry.
Now, companies and investors are returning to the market in a major way. Some of the largest businesses in the food and agriculture industry are investing in new companies that are developing protein replacements and novel cultivation technologies; utilities are investing more heavily in smart grid technologies as electrification and microgrids become more real; automakers and battery manufacturers are backing new energy storage technologies; and frontier investors are backing companies tackling everything from biologically based chemical manufacturing to new construction technologies for smart homes and cities, to new kinds of nuclear power that could transform how the world conceives of energy abundance (along with geo-engineering tech to remove carbon from the atmosphere).
“In the last few years, the number of technologies ripe for investment has expanded dramatically,” Ravi Manghani, research director for energy storage at Wood Mackenzie, an energy research and consultancy firm, told CNBC in March. “It’s no longer just three or four technology verticals.”
While none of these technological advancements are a guaranteed solution to the threats carbon emissions pose, or are surefire commercially viable businesses, the fact that investors are once again looking at sustainability as a viable investment thesis — capable of producing multiple billion-dollar businesses — is a good step forward.
Any plan to address decarbonization has to confront industries as diverse as agriculture, construction, transportation, chemicals and consumer goods from clothes to chemicals.
Failure to confront these challenges would be catastrophic. Even if global warming is restricted to just the 2 degree Celsius target set at the Paris climate agreement, that could mean the extinction of the world’s tropical reefs and several meters of sea-level rise, as The New York Times reported last August. Already the impacts of climate change have meant tens of billions of dollars in damage for the U.S. in 2018 alone.
“The era of incrementalism on climate change is over,” said Massachusetts Senator Ed Markey, one of the architects of the “Green New Deal” legislation, in an interview with Vox. “We are now in the era of the Green New Deal. It’s not going away. It is creating an incentive for governors to do more, for mayors to do more, for companies to do more. The polling says it has political legs that will drive it right into the election of 2020, and when that cycle is done, I think we’re going to see a much greater capacity for us to take the kind of action that we need.”
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The consumer products startup founded by Jessica Alba, The Honest Co., on Friday told The Wall Street Journal that it plans to reformulate its dish soap, laundry detergent and other cleaners after an earlier controversy over their ingredients.
The Honest Co. markets its products as gentler, healthier and more environmentally sustainable than those of mainstream brands in the U.S.
However… Read More
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