When we think about Digital Rooms, we see a tool with transformative potential, yet many organisations still struggle to adopt it fully. Some love the technology but question what “good” looks like in practice, while others view it as too much effort or are hesitant to break away from their current methods. This hesitation underscores a common challenge: understanding not only the benefits for sellers but also what customers are truly looking for in the experience.
Whether you’re starting or refining your customer experience strategy, equipping customer-facing teams with tools for seamless, interactive, and personalised experiences is key to standing out. A quick win? Define a clear strategy for leveraging digital sales rooms.
Recently, I had the opportunity to speak with a few transformational leaders who have successfully implemented Digital Rooms. Matthew Littlefield (Senior Manager, EMEA SE Strategy & Programs) from Salesforce shared his insights on how Digital Rooms can revolutionise the way we engage with customers. His story provides a powerful example of how to overcome adoption hurdles and deliver meaningful outcomes through this technology.
The North Star: Customer Outcomes, Not Just Outputs
As Matthew shared, success with Digital Rooms starts with a clear focus on the desired outcomes for the customer. It’s not about obsessing over technical features or implementation details but rather about ensuring that the customer experience is seamless, engaging, and impactful.
Matthew explained, “The biggest thing that’s going to impact the bottom line is the outcome of your customer’s experience when they engage with you. That’s the North Star—the thing you’re trying to change.”
At Salesforce, this customer-centric mindset is deeply ingrained. Go-to-Market employees, like Matthew, undergo extensive training to understand customer needs, uncover business challenges, and craft compelling stories that drive change. This approach resonates with a fundamental truth: customer expectations are shaped by their consumer experiences. As Matthew puts it, “Customers’ expectations are set by their interactions with consumer brands. That’s the bar we need to meet or exceed.”
A Case in Point: Winning with Digital Rooms
Matthew shared a powerful example of how his team used a Digital Room to progress an RFP (Request for Proposal) process to the final stage. RFPs can be overwhelming, often boiling down to endless lists of technical questions and requirements. Instead of getting lost in the details, the team used a Digital Room to elevate the conversation and alter the customer experience. ‘This ensured our value proposition was heard and stood out from the competition,’ said Matthew.
They consolidated all the information—product details, use cases, and solution overviews—into a single, easy-to-navigate space. This approach allowed the customer to move beyond technical specs and focus on the overall value proposition.
The result? The customer chose Salesforce as their vendor of choice, citing the Digital Room as a key factor. As the customer explained, “The experience you gave us was so professional and made it so easy to consume your portfolio of solutions. We’re really excited to see what you can do for us moving forward.”
This example highlights the critical role of experience in driving decision-making. Customers will often pay more for a solution if the experience of engaging with the seller is seamless, professional, and personalised.
Best Practices for Driving Engagement with Digital Rooms
Matthew’s story also provides a roadmap for effectively leveraging Digital Rooms to create standout customer experiences:
Personalisation is Key
A personalised touch can make all the difference. For instance, a personalised video greeting at the top of the Digital Room can set the tone and make the customer feel valued. As Matthew noted, “People engage far more when you speak directly to them.”
Variety in Content
Not all people consume information the same way. To maximise engagement, include a mix of content formats—videos, PowerPoint decks, articles, and text documents. As Matthew pointed out, “Mixing mediums ensures you capture the attention of as many audience members as possible.”
Keep It Simple
Simplicity doesn’t mean cutting corners; it means making things easy to navigate. Consolidate all relevant information in one place so customers don’t feel overwhelmed. This is particularly important for organisations with complex portfolios, as it allows customers to focus on the value instead of getting lost in the details.
The Path to Adoption
While the benefits of Digital Rooms are clear, successful adoption requires more than just rolling out the technology. Matthew highlighted the need for programmatic change, including thoughtful planning and execution. Key elements include:
- Defining clear goals tied to customer outcomes.
- Building internal value and ensuring senior leadership buy-in by demonstrating the potential impact.
- Providing training and education to ensure teams are equipped to succeed, while also generating excitement about how the sales team’s experience can transform. ‘In my view, a positive experience doesn’t stop with the customer—when sales teams have a great experience, customers benefit from that too’.
As organisations adopt Digital Rooms, the focus must remain on creating exceptional customer experiences. Technology is an enabler, but the real differentiator is how that technology is used to meet customer needs, solve challenges, and deliver value.
Conclusion
Matthew’s story is a powerful reminder of why Digital Rooms matter. By prioritising customer outcomes, delivering personalised and engaging experiences, and simplifying the buyer journey, organisations can transform the way they connect with customers and differentiate themselves from the competition.
Digital Rooms are more than a tool—they’re a platform for elevating conversations, deepening engagement, and driving meaningful results. When implemented with care and focus, they have the potential to redefine how we sell, engage, and grow.
