Prediction Series 2019: Interview with Daniel Incandela, CMO at Conga

Hi Daniel. Welcome back to MarTech Series. Tell us what comes to mind when you think of Dreamforce.

Two things instantly. Companies are still grappling with their own Digital Transformation. And data remains one of the most valuable resources.

Which sections and speakers are you excited to attend and interact with? And, why?

Conga has a long-standing history with Salesforce as the #1 paid app on the AppExchange and a platinum partner. It was an amazing experience to see the AppExchange keynote, where the product is heading and see Conga’s President and COO Bob DeSantis share our story.

I also enjoyed the Industries Keynote as well as a manufacturing panel that Conga hosted at our Dreamforce HQ ThirstyBear. Manufacturing was (and will continue to be) such a huge opportunity for Salesforce and Conga.

Who are you planning to huddle with, at the event?

I spent a lot of time at Dreamforce talking to our customers. This should go without saying, but understanding their experience, their pain points, their wins make marketers better at their jobs.

You have been part of the Salesforce Marketing team, and today Conga is rated as one of the leading names in the MarTech space for Digital Document Transformation. What has been the most challenging moment of your career as a MarTech CMO?

Conga has been an incredible but rewarding challenge. As the leaders of Digital Document Transformation, it requires a Marketing team that can tell that story and build a strategy that will support that. This is a massive amount of work, but I am so proud of the Conga Marketing team. They are making this happen and systematically defining a space.

No two MarTech CMOs seem to agree on one-true definition of Customer Experience and its result on Sales growth, and yet agree ‘It’s important”. What is your benchmark for CX in B2B Marketing and Sales and how Conga delivers on this? 

This is directly tied to one of our core values: 5-Star Value. As a company, it is in our DNA to help our customers. It’s been like that since day one. And as a company, we talk about and celebrate this often.

Outside of this, we boast an incredibly high NPS and use other customer-related metrics to understand the overall health. But in reality, it is the people at Conga that work with our customers to help them be successful. We take the voice of the customer very seriously. Without them, we’d be nothing.

What has been the biggest technology-related development of the decade for you? How does it impact your Marketing and Sales operations?

As a CMO, it has to be the complete visibility into a Marketing team’s performance. We have a variety of dashboards reporting in real-time on conversion rates, individual channel performance, campaigns, ROI analysis, and forward-looking projections. This is incredible; it drives tremendous transparency across the team and enables us to work more closely with sales.