Salesforce, Inc. (CRM) Earnings Call Transcript & Summary

Good morning, and welcome to our Salesforce webinar, Unlocking Growth: AI and Tech Strategies for SMB Success in 2025. My name is Hannah Shorter, and I'm part of our small to medium business segment at Salesforce. So this webinar today speaks to all the small to medium businesses. And some of the key topics we'll be discussing today is what is the landscape and the current challenges being faced today by small to medium businesses, what role does AI play and how Salesforce can help you build on your success. And finally, we're going to look at how growing SMBs are prioritizing their tech spend to continue to grow in that next chapter of their business. So I would like to start on behalf of the Salesforce team with a very warm thank you to all our small to medium businesses across Australia and New Zealand. Your resilience, your innovation and your passion are the backbone of our economy. And we truly appreciate the hard work and dedication you put into communities. We feel privileged to support and collaborate with you, you're an inspiring group of people, and we're really excited to walk hand in hand with you on the next chapter of your small to medium businesses' journey. I would also like to thank Gavin and a big welcome to him today. So Gavin Slade is the Salesforce and Systems Enablement Manager at Magentus, and thank you so much for joining us today, Gavin. Would you briefly introduce yourself and who Magentus is for the audience?

Yes. Thank you so much for having me. So I am the Salesforce and Systems Enablement Manager at Magentus. We're a medical software company based in Australia and the U.K. I predominantly work with our practice management team part of the business. We support a large number of specialists in Australia to run their practices. So the product we have allows customers to run every aspect of their practice from billing appointment, setting consultations, results. So I work very, very close with the CX side of the business to ensure that Salesforce is there to support them and support our customers.

That's beautiful. Thank you so much, Gavin. So we'll be asking Gavin a few questions throughout today as well. So you'll hear from him plenty. Okay. So a brief overview of today's agenda. So first, we'll review who has been surveyed in our sixth edition of the Small & Medium Business Trends Report. So what are the demographics of that make up the insights of the people there? We'll dive deep into some of these key findings and insights and also, as I've mentioned, talk with Gavin about how he's seeing this come to life in Magentus as well. And finally, we're only going to touch on the surface of this report today. So we'll share how you can find the full report at the end as well. Okay. So who was surveyed in the sixth edition of the Small to Medium Business Trends Report? So we can see there was over 3,300 respondents here, and this is the companies that have 200 or less employees as well. We span a wide range of industries, and we have a global presence in this survey. So about 26 countries were surveyed to provide these insights. So what this shows is the span of the survey really is going to showcase to you how growing SMBs are succeeding across the globe across many different organizations. And I also want to point out the majority of responders were business owners themselves. Okay. So one thing to point out is how we classify businesses in this report. So we look at survey respondents or businesses based on their revenue growth over the past 12 months, and they fall into one of these 3 tiers here: Growing, so obviously, their business is in a growing stage; stagnant, their revenue is flat at this moment; and declining 8%. And what's so exciting is that 62% of the businesses surveyed were in an upward trajectory with their revenues. So this is such exciting times for small to medium businesses. Okay. The other key thing that I would like to point out is that we have bucketed these 4 -- the results from this survey into 4 key buckets. Now these key buckets are: The first, being how is SMBs viewing their current landscape that they're operating within; the next is how they're investing in technology to really drive growth for the future of their organizations; the next key bucket, how are they embracing AI and in particular, this age that we're now in of Agentic AI; and finally, how they're looking at capitalizing on smart data strategies to really change the game and take them to the next level within their organization. All right. So with that, let's look at some of the insights from the first key bucket here today. And the really exciting thing is that SMBs see a really optimistic and bright future ahead. So we're now going to look at what's the current landscape that the SMBs are operating within. Okay. As I mentioned, SMBs are feeling really optimistic about their businesses. And that's really fantastic for everyone here on the call today. 81% of SMB leaders are feeling really positive about their business outlook. And this is a combination of the 47% that are feeling very optimistic and the 34% that are feeling somewhat optimistic. And where does this optimism stem from? Well, it stems from their focus on adapting, innovating and embracing change. Small businesses have a really big opportunity to be agile and adapt to changes, changes that they see within the market, changes in how they want to engage with their customers or how customers are wanting to engage with them. Small businesses have an opportunity to be really nimble within this. They also are recognizing that technology is key to how they're going to drive future success within their organization, empower their teams to do great work and also build really strong customer relationships as well. I really do believe that the resilience and optimism we're seeing within the small to medium business segment at the moment is absolutely incredible, and it's felt throughout the whole world. So if we look at the priorities of SMBs at the moment, again, looking at these through these 3 key tiers that the SMBs have been popped into based on their revenue within the past 12 months, we do see quite different priorities based on their revenue over the past 12 months. So for those SMBs that are in this exciting, growing phase, they are absolutely prioritizing customer experience as a pivotal thing for them to focus on at the moment. So what they're focusing on is not only maintaining, but improving this customer experience and also looking at how they can utilize their current technology and invest in future technologies to really drive growth. Unfortunately, for our struggling SMBs, they're looking to be a little bit more reactive. So they're looking to acquire new customers. They may be looking to cut costs, and they may be looking to how do we explore new markets as a new opportunity to find new revenue. Before I jump to the slide, I actually might ask -- next slide, I might ask a question here for Gavin now. So Gavin, as we saw on the slide before, we know that there's a very strong correlation between growing businesses and those that are embracing technology and AI, what propelled Magentus to look at really investing in technologies like AI? And what do you continue to see -- sorry, and even prior to your journey with Salesforce, why is this such a pivotal thing for Magentus at the moment to really lean into?

Yes. I think for Magentus, we've always had a philosophy but also the understanding that our customers, that what makes our business so great is our customer experience, right? We're constantly referring to it as the secret sauce that makes Magentus successful. And the way we do that is we're constantly evolving and investing in our customer experience side of the business. So we don't see it as a team, especially like a support team that's just being a team that needs to be there to fulfill a business need. We want to ensure that we're always providing a customer support or a customer experience that provides and delights for our customers. So for me specifically, in the Salesforce AI world, I've seen -- whilst we want to grow our customer base, but also maintain our customer base, we need to provide them with the best tools to be able to communicate with us and the best way for them to interact with us and get the right information at the right time. Now being in the medical industry, we've got the benefit of having an older set of customers, but also a new and younger set of customers who are constantly coming through and starting their practices. So we actually have to be well versed in all different technologies. We can't just focus on digital over voice over e-mail. So we're kind of looking at improving all of those channels and doing a little bit in a lot of spaces to improve all of the channels. Yes, that's it.

Thank you, Gavin. Thank you so much for sharing. I love the sentiment of you want to delight your customers as well. I think it's such a really nice way to think about how we engage with our customers. And you're right, you're crossing a wide segment of different audience within whom Magentus supports, so really making sure we're not leaving people behind with where we take our technology advancements within our organization. We're being very inclusive in making sure that people can still engage with us in the channels in the way that they want. It's a really great outlook for Magentus. I love that. Thank you for sharing. So let's move on to the next key insights here. So what is really exciting to see is that SMBs are feeling very confident, and they're feeling confident for a very good reason. They offer something quite unique and valuable to their customers. 54% of SMB leaders believe that they have an edge when it comes to adapting to the market. Maybe it's because the smaller they are, the more nimble they are and the better they're able to adapt to the changing customer demands. A huge 79% of SMB leaders believe they provide a more unique offering to their customers than bigger, larger businesses. And again, this probably comes to then -- comes down to, sorry, their ability to really listen to their customers and act on what their customers are needing. They're able to be agile, flexible and respond accordingly. So 77% of business leaders feel that they also cultivate a really strong relationship and connection with their customers better than our larger organizations do as well. I think what is important is that the emphasis on personal connection can be a massive differentiator in the world as we know it. People are actually looking for those more personalized, unique engagements and not feel like they're speaking with someone that doesn't understand who they are and what they need at this time. We also want to point out that 63% of the small to medium business surveyed acknowledge that they do face competition from the larger players. But again, because of their agility, their ability to deliver personalized services and build long-term relationships, they're feeling confident about their future ahead and what they can continue to deliver for their customers as well. So with that, we're going to dive into our second key bucket that is from our sixth edition of the small to medium business report. And what we're going to look at here is how tech investments are paving the way for growth for our small to medium businesses. So we'll discuss in this how prioritizing the right tools will absolutely propel your small business into the new future that you're trying to tackle. And this is a conversation I have a lot with a lot of my customers. Small businesses don't have the same budget and maybe the same resources as bigger businesses do. So how can you focus your efforts and your technology investments in tools that are going to deliver great customer experience and deliver that ROI that you're hoping to see. So what we can see here is that growing SMBs are leveraging quite a wide range of technologies. It's quite common, and we see this a lot with our engagements with small to medium businesses as well as enterprise businesses that are in this real strong growth trajectory, that they might acquire different products and services to support different departments. So you could have your sales team, your marketing team, your operations team, all working on different solutions here. And what that can do is obviously drive really strong short-term results, but it can lead to long-term pains in terms of lack of collaboration within your organization and inability to see who your customer is and therefore, deliver that great personalized engagement. And also data cleanliness, which we will discuss in a little bit more detail towards the end of this webinar. So I have worked with many businesses on consolidating their technical solutions to really streamline their operations internally. I recently worked with a business who had different tools across all their different departments. And what we help them do was streamline that, move on to one platform that really helps them drive that collaboration and personalized engagement with their customers. So what we have also seen when it comes to consolidation of their tech stack for small businesses is that 53% of small businesses feel a little bit overwhelmed by the inconsistencies in their data. And again, these inconsistencies can often stem from multiple systems being used across your organization. So nearly half feel overwhelmed also by the amount of tools that are available as well. So what this shows is a real growing need for reducing your tech stack, simplifying your solutions and being on one connected platform so that you're all speaking with one another and all speaking with your customers in the way you want to be speaking to them. Gavin, I know this is a big thing for Magentus as well. There was a tech siloed approach beforehand. Can you tell me a little bit about what you found most impactful about transitioning into a reduced tech stack? And what was it like before as well? Like what were some of the challenges you are facing or pain points you are facing within your organization before you did that?

Yes. I think I really hate using this word, but the main benefit was a 360-degree view of the customer, right? So previously, our sales and support teams, our onboarding team, were all in different tools, with support being the #1 tool or number to contact the customer. So customers are calling through to support. They want information about a previous sale, wanting to understand where their implementation is. And our support agents had no view and therefore, couldn't provide any sort of service to them, to update them and provide a great customer experience. So when we moved everyone on to Salesforce, almost instantly, what we saw was the benefit of everyone having the right information at hand at the right time. And that took our NPS up 30 points within 3 months, just I think having that visibility because there was no need to transfer, there was no need to say, "Someone will get back to you." We could give them the right information at the right time. And we've just even more so, probably in the last 12 months, really been on an internal journey of understanding what we could do with the power of one tool. So quite often, our business processes where, "Okay, it has to go to that team because they have access to that tool," "It has to go to that team, they have access to that tool." We've actually been able to simplify our process and speed it up because there's only one tool, and it's been a lot better experience for customers when onboarding, especially when onboarding, because they've got the one tool, we can see the whole journey from beginning to end. So I think I can't overtalk about the impact of one tool. It's just massive to have all your data in one space. And then if we're going to start talking AI, having one tool in your data management, I know you're going to go into that in the future slides, but your AI is only going to be as powerful as the information it can access. And having that information in one space is just so much easier to implement any sort of AI solution than trying to spend more of your effort and time trying to pull information from multiple sources into one place to create a powerful AI. So I could talk for hours about having one tool and the benefits, but I think really just the 360-degree view for the customer and for our agents. It's made internal engagement better as well because our agents feel they can better support their customers and they don't get frustrated with customers complaining like, "Why can't you give me this information? I don't want to be transferred." And now we can give them information and reduce the number of transfers required.

Thank you so much for sharing. We hear that so much as well from a lot of other small and medium businesses. It's not just the impact on the customer, but it's the impact on the internal teams as well, like employee satisfaction with their job. They want to feel like they're actually helping customers and helping customers in the speed in which they want to. So being able to do that, I think, not only uplifts the customer experience, but uplift how your team are feeling internally, how they support and how they come to work every day and do a great job. So I'm relieved to hear that you have this huge growth in your NPS but as well your internal team is feeling empowered to have the tools to do the right job as well. All right. So in terms of challenges, what are the small to medium businesses considering when it comes to the challenges of technology at the moment? So what is really interesting to find is that security is an absolute priority for small to medium businesses at the moment. And this actually surpasses budget constraints. So this is a primary concern at the moment. So this speaks to the importance of really having platforms that not only provide the functionality that you need to deliver on your customer engagements and do the role that your company is striving to do, but it also needs to be robust in the security features to make sure that data is really held within the platform and you're upholding your customers' data security as an absolute importance within your organization. Another notable challenge is also performance and customization as well. So this does highlight the need of having a system that is agile, is flexible, customizable to really make sure it meets and marries with your business, and it's not a solution that sits on top of your business that doesn't speak to it as well. So something I'm guessing no one is too surprised at here is that AI is absolutely a top consideration when small to medium businesses are considering technology. In fact, 40% of leaders in growing SMBs believe that AI capabilities are extremely important for how they continue to grow within the future as well, and it's a central focus for them when they look to adopt new technologies. And there's a lot to think about when it comes to AI. It's a very short word, but it's a very complicated topic. It's important that we stress that businesses don't look at AI for AI's sake. They look at what business challenge they're facing or what opportunity they're trying to capitalize on to therefore, look at how AI can support them doing that. So it's really important to take a very structured, a very thought-out process, to when you look at how you adopt AI within your organization. And make sure that it's adopted across your board that everyone in your team is onboard with how to use it and where to use it. So some of the other key things that small to medium businesses are considering, of course, with technology is ease of use. Technology is the tool that enables small business to do their job, to bring to life their goal of their business. It isn't the whole part. It's not the center of their business as well. So ease of use, ease of how it integrates within their organization, is absolutely crucial for business leaders as well. And compatibility with existing systems is also important. And many small businesses have invested a lot into their technology, and they don't really want to rip and replace that a lot of the time. They want to look at how solutions can integrate really nicely with them to enhance how they're operating, not take them back a few steps as well. So I'd like now to ask a poll of the audience members as well. So what is your biggest reason for adopting AI? That poll should come up for you in just a moment, and I'll give you a few moments to respond here. So feel free to click sales, customer service or marketing. Marketing is where agent force or AI in general can support your organ. Okay. Here we go. This is really exciting to see here. So majority of our respondents believe that sales is where agent force is going to be of most benefit to your organization at the moment, followed by customer service and followed by marketing as well. So that's really exciting to see. Thank you all so much for showing here. All right. So now we're going to move into the third bucket of the insights report that we're discussing here today. So let's look at this journey. You have your CRM in place, which is your single source of truth, where everyone within your organization centralizes your data with regards to your customers and your engagement with your customers as well. So now you have this in place and your data is really clean. It's organized and it's in a really great position for you to then capitalize on what AI can offer. And Gavin had alluded to this just before. It's really important that you take that structured approach, CRM, organized data and then look at AI because AI is only as powerful as it can be based on the good quality data it has to work with as well. So let's look at the key finding now about how SMBs are embracing AI and also this agentic era as well. So we've talked a little bit about AI for SMBs, and we really want to get a better understanding of how SMBs are using AI to date. And what is great to see is sometimes we might think of AI for larger businesses or enterprise businesses as well. The SMBs are not only adopting AI, but they're doubling down their investments into it. And what's really exciting to see is that 78% of SMBs are considering AI as a massive game changer for their organization. Additionally, what is also exciting to see is that 90% of businesses that are using AI are reporting efficiencies in their operations as well. And we know how important efficiencies is for small businesses. It's crucial for scaling and growing, especially when you have less time, less people and resources when compared with larger organizations as well. Small to medium businesses are also seeing AI as a really powerful tool for scaling services, improving their margins within their organization and staying competitive against larger organizations as well. So next, we're going to explore what are some of the top use cases for small to medium businesses when it comes to adopting AI within their organization. So the top use case for AI at this stage is marketing campaign optimization, which ties in really well to the prioritization around attracting new customers and building their customer network as well. And building loyalty with existing customers, of course, is really important. The next top use case is content generation, so how can they use AI to create lots of content and rapidly deliver on the changing requirements that customers have with regards to the content they want to consume. And finally, we're also seeing a massive focus on customer service use cases, which Gavin has spoken a lot about today. It is so impactful how AI and agents can help us deliver more personalized, more tailored, more timely services with our customers as well. Now what's really exciting to see is 81% of survey respondents say they are getting return on their AI investment as well. So we're really seeing the small to medium businesses who are leaning into this technology seeing results, which is so exciting. So let's take a little bit of a deeper look into this. So if SMBs -- how are SMBs, sorry, realizing the real opportunities that AI offers? And what are they realizing in terms of ROI as well? So some of the SMBs using AI, almost all of them, makes it easier for them to operate. It also helps them scale their business services and it also helps them improve their margins as well. It helps them compete with their larger competitors. And 9 in 10 SMBs with AI experience -- sorry, with AI are experiencing more efficient operations as well. So we've spoken about AI, and there's predictive and there's generative AI, but we've moved another level here. We've moved to what we call the agentic era. And this is what Salesforce have called Agentforce. So at Salesforce, we've spent a lot of time exploring and researching AI, building it within our products, and we know the power of AI to drive customer engagement. It helps us engage with our customers and it helps our customers engage with their customers as well. So AI has absolutely evolved from the predictive and generative era, and now we're in this agentic era. And SMBs across Australia and New Zealand are so excited by this opportunity. We recently held our Agentforce world tour event here in Sydney and the amount of SMBs that attended who were so excited to get hands-on with the product and see what it can do for their organization was really exciting. We know that Agentforce has an opportunity to take SMBs to that next level within their journey. It is a trusted platform. It's very easy to deploy. And what's so exciting is that humans remain in the loop as well. If you go on to our help.salesforce.com website, we are utilizing Agentforce ourselves internally as well. We're calling ourselves Customer Zero. So if you go on to this website, you can see how many support cases we are handling as humans and how many are agents they're supporting with as well. So what we can look at is, if cases are becoming a little bit too complex for an agent to support with, they can then bring a human into the loop to make sure we're engaging with our customers and supporting our customers throughout the more complex cases as well. So what is Agentforce? How is it helping organizations? Well, the best way to think of it is Agentforce is this proactive agent. It's autonomous, and it also provides this specialized always-on support service, and it provides that to your employees as well as your customers. As I mentioned, we use Agentforce internally ourselves as Customer Zero. We use it in our support function, helping our customers on queries or complaints that they have or service issues that they are inquiring about. It helps us in our sales operations as well. We can look at how we can better drive our engagements with our customers to deliver better results for us internally as well as our customers as well through our sales support agents as well. The best way to think of Agentforce is this 24/7 partner that you have within your small business. How exciting does that sound, to have this person here 24/7 with you, helping you take your business to that next level as well. So an idea of an example is, well, let's take a customer service example, for instance. So say you want an agent to help with your customer service engagement on your platform. An agent can really help to work through those processes or system requests from your customers as well. Again, as I mentioned, if it becomes more complex, that's when they can bring a human in the loop. One of your human service respondents can help out in that case. And that allows customer service agents to really prioritize the higher, more -- higher-complexity service requests and the frequently asked questions that can be handled by an agent as well. So really helps us streamline that process, helping, as Gavin mentioned before, increase things like NPS scores as well. So Gavin, I'd love to turn to you here. Agentforce is, obviously, a very exciting tool that Magentus is using within the organization at the moment. So what has your experience been thus far? And what learnings could you share with some of our small to medium business customers here on the call today?

How much time do we have? So I guess one thing I would share from the get-go, I think something that Salesforce has been really good about is the Einstein Trust Layer. I'm not sure if you're going to touch on that later. But us, being a medical software company, our data is the most important thing to us. It cannot go outside of Australia. We have to be very careful where it's processed. So knowing that Salesforce is using everything inside of its own ecosystem through the Einstein Trust Layer was massive for us. But in the use of AI, we've really taken it slowly. And by going slowly, we've actually been able to learn a lot along the way and become more and more complex. The one tool or thing that we found out after 2 weeks going live that has been massive, and I love sharing is we take a lot of customer feedback about our tool, so a lot of voice of customer information about product enhancements and things like that. And that was taking agents on the phone 10 to 15 minutes every time a customer is providing feedback. We're now using AI and Agentforce to assist with that, and we've taken that 10 to 15 minutes down to 2 to 3 minutes. So by using things like voice transcriptions and using the agent to go away, look at our knowledge bases to see what could be a suitable solution and then actually having Agentforce looking and knowing our product and starting to think about its own solution and then going away and creating all that information in the back end of Salesforce has been massive saving. We've used that 300 to 400 times in the last 3 months that we've had that functionality running. So our team love it. Another huge one, but so small, so out of the box, is just conversation summaries. We get on some very technical phone calls and go for an hour, 1.5 hours when we're dealing with a lot of technical issues. And our agents are able to no longer have to really focus on constantly taking notes about what's happened in the call, and they can put a lot more focus and effort into the customer and trying to resolve the issue, knowing that the agent or the AI is in the background recording all that and will provide a detailed summary at the end. So those two things have been absolutely massive. And then kind of following on, when we started, we really took all of the Salesforce out-of-the-box tools. We said, "Cool, we're going to use what Salesforce is, out-of-the-box, turn it on, let's go." But what's great is that Salesforce gives us the ability to now edit those tools. So if like our summaries, we want them to be a bit longer, so we're actually able to go in and change the prompt to make them a bit longer. My biggest complaint, we could put them in Australian English rather than in American English, so little things like that, where we looked at a lot of other AI tools, and they were very locked down and you couldn't adjust them for your business. So I think that's been our experience with Salesforce AI and Agentforce is that it's really designed as a tool that we can customize and make sure that it fits us rather than changing our process to fit the tool, which is something I say to a lot of people, any tool you use, you should not have to change your process to use it. It should fit your process and be able to change the tool to make it work better. So I mean, we've got a long way to go with our Agentforce journey. I think a lot of customers do. It's constantly evolving and changing and improving. We launched a service agent about 2.5 weeks ago. And I think every second day, we've made a small tweak to make it better, and we will continue to do that. But once again, low code, no code, right? This is something I can do without a lot of cost and overhead. I can make small tweaks, we can test it, we can use it for a couple of days and then iterate, which is just huge. Working in a company that develops software, I know and understand the benefit of being able to iterate and change quickly. So yes, it's been a great experience, and I'm sure it will continue to be.

I love that. Thank you so much for sharing. The customization of these things is so important. Before you go, I'd love to ask one sort of thing from you. What would be one learning or one key insight you would give on any businesses looking to take this next step into bringing agents within their company?

I've become known at this internally, but it's data, data, data, right? And I think I said it earlier, if you don't have, you want it to. And I've had a lot of -- I've just come back from TDX in San Francisco, and I had a lot of conversations there with people who are using Agentforce who aren't particularly loving it. But when you start talking to them, it's like, well, hold on, you've got a knowledge base with like 20 articles in it. You've not given any RAG data. So you've not made a smart AI agent and you need to improve it and you'll see the benefit. So if anyone who's looking to start down that AI journey, start by looking at your data. Do you have all the data where you need it to be? Is it structured or unstructured? And if it is unstructured, that's fine. But is it unstructured in a way that it's correct is another thing to look at, right? So yes, once again, just data, data, data. That was the biggest learning for us. We thought we had an immaculate knowledge base. We've got over 1,300 articles. But once we started putting AI in, we realized that, "Hey, yes, we've got these amazing 1,300 articles, but have we been writing them in the right way that they're actually useful for the customer." So we've been working on editing our articles to make them more useful to the customer, but also more useful to the AI. So yes, it's just continued improvement; continuous, continuous improvement. It's not a set and forget. I love having conversations with other Salesforce users who think that they can implement Salesforce and they'll be good for the next 3 years. It's a tool that you need to constantly iterate on and improve and the same with your AI and your data.

Great insights. I couldn't agree more. It's going to segue nicely into our last section, which is about data as well. So we'll move on now to this. So as Gavin alluded to, AI is only as powerful as the data it has to work with as well. So AI requires a very solid foundation of good data, clean data, data that you would like your AI agent to use to, therefore, be able to deliver those experiences to your customers as well. And SMBs do realize how important robust data strategy is. But it can be very daunting for them, thinking about how they consolidate their data and how they remove those inconsistencies within their data as well. So let's break down this trend as well. So majority of SMBs do believe themselves or do feel that they are data-driven themselves. But they are having this struggle of being able to translate their data into actionable insights that inform how they operate as a business as well. Not surprising here is one of the top reasons why is that they have limited resources within their organization. They might have a lack of expertise, a lack of experience in analyzing data and consolidating data, and also a lack of time. And what small businesses also start to do is acquire a lot of data. So it becomes a bigger problem as they continue to grow and succeed as well. Another reason why it's so hard for SMBs is that they do have these disconnected systems in place. Something we spoke about at the top of the webinar is a lot of small businesses as well as big businesses acquire a lot of different point solutions along the way. And what this does is create siloed systems of data, and it can create duplicates of data as well. So they have a challenge of not only unifying this data, but really providing that one source of truth of your data, of who your customer is as well. So with data being this cornerstone of AI effectiveness that Gavin alluded to, SMBs are absolutely prioritizing data management as a key focus for them at the moment for them to then utilize tools like AI to deliver great customer experiences. 85% of SMB IT professionals recognize that AI outputs are only as effective as the inputs and the data you put within it. And this is especially true for SMBs. And of those using AI at this moment, 82% of leaders say improving the quality and cleanliness of their data will improve the productivity of their organization as well. And again, we know how important improving productivity is for small to medium businesses because you have those limited resources and you want to scale as well. So it's key that all your data sources are coming together in one system, a system like a CRM, and that it is your single source of truth, your SSOT, what we call it in Salesforce. You want to have a unified data platform, therefore, for AI to really work within this as well. Gavin, you've alluded to this before, but what does data management mean for you and the team at Magentus?

Yes. Well, I think I've said it, but really, data has become kind of central to everything I do almost every day. I joke with some of the internal team that I wish we could just start fresh, have a whole new database and really understand the importance of data. But unfortunately, we can't. We have to live with what we've inherited. So definitely, over the last 18 months, moving to one tool has helped. And I'm very lucky. I have an internal data team that I can rely on a little bit to help me with that and to get the right data. But it's been a big education piece over the last 6 months to our sales team. I mean, I don't like to rag on sales, but we all know salespeople aren't the greatest in inputting correct data. But it's been a whole business education piece about like, yes, data is important. This is why it's important. I understand it's easier just to go to a customer, "Oh, you don't know your phone number right now? Cool. I'll just put a dummy number in, and we'll deal with it later." But other people start to understand that data powers basically everything, right? Everything we do is data-driven. The decisions we make about what we should invest next in our own product, the decisions we make in when should we operate our contact center, what channel should we support and continue to support is all data-driven. And voice of customers, customer satisfaction, all of that is data-driven. One big thing we've just done is move even just our NPS surveys from a siloed tool into Salesforce, so we can have information directly in Salesforce and therefore, keep driving. So now when our support agents pick up a phone call from a customer, they can see previous NPS results and NPS comments, and they can interact with that customer in the way they need to because not every customer is the same. Some customers have had a poor experience in the past, and you need to probably treat them a little bit with kid gloves or you can see the customers who are constantly contacting us. So I can't say enough, data is everything. And I think just looking at the stats on that current slide, everyone knows that data is important. I think I've just taken a little screenshot of that and actually sent it to a couple of colleagues internally because it's a great stat to show that the business world sees that data is important, and so do we at Magentus. So I know that was a very long answer, but I just can't emphasize enough how important data is. And if you'd ask me 12 months ago what I do as a Salesforce admin, it was like, "I create new fields. I create flows." Now it's, "I'm constantly optimizing the tool to better capture data and to better understand the data we're capturing."

Yes, I love that. I think data also, as you alluded to with the NPS scores, it provides context. And I think what that is -- how important that is with your customer engagements as well to say this is what our previous engagement involved, this is how a customer is feeling about their previous engagement, really it can help shape the way that next agent reaches out and engages with that customer as well. So data provides this context that if you don't have, you could not engage with the customers the way you'd want to as well. Thank you so much, Gavin. Really appreciate it. All right. I think we have some questions here that we might be able to answer in a minute, and then we'll wrap up for today as well.

Yes. So a good question from Jason here around the survey data. So yes, it's globally. So it's 26 countries, and Australia and India is covered within that survey as well. That segues nicely into the next slide as well, which is where you can actually download the full report. So today was a very condensed version of some of the insights that we gathered from our sixth edition of the small to medium business trends report. So on screen here are the QR codes for you to scan here and download that full report. You can also look at everything Gavin shared with us today with regards to Magentus' AI journey. You can find a little bit more information here as well. You can explore some of the top use cases for AI for our start-ups as well. And then importantly, as we mentioned, we're in this agentic era as well. So why not look at how Agentforce can operate within your organization and you can demo it for yourself here today. It's so easy for you to go on to Trailhead as well and build your own agent. It can take a matter of minutes as well. So I highly suggest you doing that. But with that, I will wrap up today. Thank you so much for your attendance to everyone on the call. Thank you so much, Gavin, for your fantastic insights. We really appreciate your time today. Thank you so much, everyone.