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Sonos
Company
Quick Team Stats
About

Sonos is a sound experience company. We connect millions of listeners all around the world to the content they want, where and how they want it. Since inventing multi-room wireless audio in 2005, we have continuously innovated the listening experience, designing hardware and software that celebrates sound, empowers our customers, and brings the home to life.

Company Details
location

Santa Barbara, CA

founded

2002

employees

1,700+ employees

Leadership

Name
Title
Location
Dharam Rai
Vice President, Customer Experience
San Francisco, CA
Vice President, Customer Experience
San Francisco, CA
Douglas Salch
Director, CRM & B2B Commerce
Dener, CO
Director, CRM & B2B Commerce
Dener, CO
Stephen Chaput
Director, Financial Systems
Lexington, MA
Director, Financial Systems
Lexington, MA
Rachel Dudley
Director of Global CRM
Boston, MA
Director of Global CRM
Boston, MA
Jessica L.
Director, Commerce & CRM (EMEA)
Netherlands
Director, Commerce & CRM (EMEA)
Netherlands

Developers

Name
Title
Location
Shiva Achukatla
Senior Salesforce Engineer
Cary, NC
Senior Salesforce Engineer
Cary, NC
Nithesh Nekkanti
Senior Salesforce Engineer
Seattle, WA
Senior Salesforce Engineer
Seattle, WA
Lindsay Bloom
Salesforce Engineer II (Commerce)
Boston, MA
Salesforce Engineer II (Commerce)
Boston, MA
Robert McDonnell
Salesforce Developer
Boston, MA
Salesforce Developer
Boston, MA
Nick Seman
Salesforce Engineer (Service)
Ventura, CA
Salesforce Engineer (Service)
Ventura, CA

Administrator

Name
Title
Location
Daniel Kearney
Sr. CRM Administrator
Santa Barbara, CA
Sr. CRM Administrator
Santa Barbara, CA
Daniel Hayen
Senior Salesforce Administrator
Netherlands
Senior Salesforce Administrator
Netherlands
Zahid M.
Dynamics GP Admin (ERP)
Melbourne, Australia
Dynamics GP Admin (ERP)
Melbourne, Australia
Chad Conlon
Senior Administrator
Lake Tahoe, CA
Senior Administrator
Lake Tahoe, CA
Matt Zuffo
Salesforce Administrator
Santa Barbara, CA
Salesforce Administrator
Santa Barbara, CA
Azmi Wahab
B2B Salesforce Administrator
Netherlands
B2B Salesforce Administrator
Netherlands

Business Analyst/Product Owner

Name
Title
Location
Skuli Gudmundsson
Sr. Manager, Enterprise Systems Development
Boston, MA
Sr. Manager, Enterprise Systems Development
Boston, MA
Piers Jalandoni
Sr Manager, ERP Applications
New Zealand
Sr Manager, ERP Applications
New Zealand
Jared Smith
Sr. Business Systems Analyst
Seattle, WA
Sr. Business Systems Analyst
Seattle, WA
Michael Castillo
Program Manager, Internal Knowledge
Santa Barbara, CA
Program Manager, Internal Knowledge
Santa Barbara, CA
Kiz Richter
Principle Systems Lead
Santa Barbara, CA
Principle Systems Lead
Santa Barbara, CA
Alex Seyb
Manager, CRM Applications
Portland, OR
Manager, CRM Applications
Portland, OR
Justin Kauffman
Manager, GTM Strategy & Analytics
Boston, MA
Manager, GTM Strategy & Analytics
Boston, MA
Jennifer Walker
Principal Technical Program Manager
Boston, MA
Principal Technical Program Manager
Boston, MA
Sharif Kadri
Manager, CRM & Subscription
Santa Barbara, CA
Manager, CRM & Subscription
Santa Barbara, CA
Elaina Rife
Manager, Business Ops Enablement
Carpinteria, CA
Manager, Business Ops Enablement
Carpinteria, CA
Jack C.
Finance Systems Manager
Boston, MA
Finance Systems Manager
Boston, MA
Josh Friedman
Financial Systems Analyst
New York
Financial Systems Analyst
New York
Marie Schnyer
Finance Systems Analyst
Santa Barbara, CA
Finance Systems Analyst
Santa Barbara, CA

Architects

Name
Title
Location
Avi Goldyne
Principal Web Architect
Santa Barbara, CA
Principal Web Architect
Santa Barbara, CA

The Salesforce team at Sonos isn't necessarily a massive org by the numbers - a total of 17-18 people - but their accomplishments and the direct business impact is astounding.

An unfortunate theme of 2020 was the pandemic's impact on Retail and the need for businesses to undergo digital transformations at record speed to pivot to eCommerce - but what does that actually look like within a Salesforce org?

Step 1: Deploy Commerce Cloud

Sonos lost 90% of their sales overnight when the brick and mortar retailers they rely on to sell speakers shut down. At the time, only 10% of total sales came from eCommerce.

Successfully transitioning from a Retail sales model to eCommerce sales and a direct relationship with the customer is not as simple as just standing up an eCommerce site to reroute your buyer's journey - although starting with a straightforward Commerce Cloud deployment is a necessary step and for Sonos, it powered an online sales jump from 10% of total to 21% nearly overnight. So, it was a start.

Step 2: Integrate Service Cloud

However, these kinds of shifts have large downstream effects on the business. For example, Retail partners absorbed a significant percentage of customer interaction (for purchases and post-sale support), so moving to a direct customer relationship via eCommerce also meant Sonos would see a dramatic increase in customer support volume - a 24% increase to be exact. Enter Service Cloud, Chatbots, and AI-powered 'Next Best Actions' to drive service times down to a manageable level.

Establish a direct relationship with customers: Check

Deliver support to those customers post-purchase: Check

At this stage, identifying how to drive online sales is the critical step to ensure the eCommerce model is viable long-term and not simply a stopgap during the Retail disruption.

Building a true interactive digital experience around the Commerce Cloud store through deep integrations to Marketing Cloud and an adoption of Salesforce Customer 360 helped increase sales for Sonos 300%. That's a mouthful of jargon, so what does it actually mean?

Step 3: Drive Organic Traffic via Marketing Cloud

Changing a buyer's psychology starts with marketing. Historically, a Sonos customer wanted to start the purchasing journey in a physical store - after all, Sonos is a listening product - so, identifying a way to build an emotionally connected experience was an important step in replacing the IRL interaction. Using behavioral data captured about a consumer's music habits and listening preferences, analyzed within Marketing Cloud, Sonos built highly personalized marketing campaigns to deploy across email, mobile, and social channels that helped replace the in-store experience and drive direct sales online.

The speed at which Sonos had to run an end-to-end digital transformation is a prime use case where Salesforce Consulting Partners or Salesforce Freelancers are the right solution. You are looking for a high degree of specialization, which isn't typically found on the internal team as companies look to deploy new products.

NeuraFlash is is the expert in AI-powered Salesforce experiences and identifying this type of specialized vendor for a unique use case is the right approach.

The Internal Salesforce Team

Over the course of 2020, there was massive change to the Salesforce org at Sonos, which has resulted in additional hires across the board. The current team is ~18 people, including Administrators, Developers, an Architect, Business Analysts, and several Product Owners.

Disclaimer: this does not include the headcount in Marketing that uses Marketing Cloud for campaign strategy & execution on a daily basis; however, it's important to note that this also requires specialized knowledge - even just to be a user.

It's now left to the internal Salesforce team at Sonos to evolve what was implemented throughout 2020. The key difference between external resources (i.e. a Consulting Partner) vs. an internal team (FTEs) is that an external group is building for the state of your business today and the internal team needs to have an eye for the future, designing solutions that the business will grow into years down the line.

Building an internal competency around Salesforce that enables this type of proactive, forward-looking product strategy is the only way to maximize a company's investment on the tool. The most difficult step in an enterprise company's digital transformation journey is getting started. It can be a painstaking process to get executive buy-in on the technology switching costs, particularly when the perceived benefits are all projections and estimates.

Sonos ran a relatively lean Salesforce team until they were forced into digital transformation when the pandemic hit - in the long-term, this will benefit the organization immensely.

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