Marketing teams supporting the nearly 2,500 firms in the Salesforce Consulting Partner ecosystem face an ever-evolving challenge: keeping their sales teams busy with a robust deal pipeline while staying ahead of Salesforce’s relentless innovation. The introduction of Agentforce, and now Agentforce 2.0, has created big shifts in the landscape. As Salesforce leans heavily into AI-driven solutions, marketers must adapt quickly to keep their firms competitive.
But the question remains: How can Salesforce SIs thrive in this new reality?
Let’s break it down.
1. Agentforce Isn’t for Everyone—and That’s Okay
Agentforce is a powerful technology, and the excitement around it is justified. But competition among SIs to win Agentforce work is intense. Before jumping in, firms need to ask: Is the business ready to build a dedicated offering and deliver real results?
Equally important, is the marketing infrastructure in place to support it? From go-to-market messaging and positioning to foundational collateral like one-pagers and first-call decks, the firms who stand out will be those who’ve invested in making Agentforce not just a service line, but a story they know how to tell.
2. Data Cloud: The Key to a Stronger Narrative
Agentforce and Data Cloud work in tandem. Data Cloud delivers a unified, real-time view of the customer. Agentforce puts that data to work through AI-driven engagement.
For marketers, this presents an opportunity. If you’re positioning your firm as an Agentforce expert, a smart way to differentiate is by also showing expertise in Data Cloud. It deepens your value proposition and makes your GTM message stronger. Position the two as a package—not as separate, siloed offerings—and you’ll show a more complete and strategic vision to prospective clients and Salesforce stakeholders.
3. Shift Your Focus: Market to Sales Engineers
Traditionally, Salesforce channel marketing has targeted Account Executives and RVPs. But in the Agentforce era, sales engineers (SEs) are increasingly influential. These technical stakeholders are evaluating partner credibility based on depth, not polish.
To win their attention, marketing must evolve. Think fewer glossy brochures, more technical case studies. Replace generic messaging with detailed examples and workshops. Your job is to build trust by proving you understand how Agentforce, and the supporting architecture, actually works.
4. Specific Use Cases Matter More Than Ever
Quick Starts and Jumpstarts are everywhere. What separates high-performing firms is specificity. Industry expertise and targeted solutions are what move the needle.
You don’t need to convince people that AI is important. Your job is to make it real. Highlight the business problems you solve with Agentforce, Data Cloud, and other AI-enabled solutions. Make it easy for buyers to see themselves in your messaging—and easier still for Salesforce to send opportunities your way.
5. Your GTM Messaging Is the Foundation
Launching a new service line like Agentforce is a perfect time to revisit your go-to-market messaging. A strong GTM foundation gives your firm a clear point of view, differentiated positioning, and a story that can scale across the entire buyer journey.
We help firms build these messaging and positioning frameworks. Once you have it, everything else follows: sales enablement tools, brand and content updates, targeted campaigns. From there, you can verticalize your message, develop use-case-specific assets, and make sure your firm is ready for the conversations that matter most.
The Bottom Line
The Salesforce ecosystem is a complex, competitive space. Agentforce raises the bar—and with it, the stakes. But with a sharp go-to-market message, the right enablement tools, and a strategic focus on Data Cloud and SEs, your firm can carve out a clear path forward.
And yes, we can help you do that. Whether you’re updating your brand, building a differentiated narrative, or standing up new service-line messaging, I’m happy to talk.
Let’s figure out how to tell your Agentforce story—clearly and credibly.