Case Study: Financial Times achieves a single customer platform and stronger digital engagement with Salesforce DMP

The Financial Times scoops the competition in the digital age

Financial Times needed to unify customer, subscriber, advertiser, and service operations across a rapidly shifting digital news business. Using Salesforce DMP as part of its broader Salesforce setup, the company aimed to manage customers on a single platform, replace legacy systems, and support its channel-neutral strategy for readers and subscribers worldwide.

Salesforce DMP helped Financial Times consolidate data and workflows across Sales Cloud, Service Cloud, Marketing Cloud, and other systems, giving teams a common view of customer information and improving support efficiency. The impact was significant: the company reported lower maintenance and support costs, easier access with one login, and social media traffic to FT.com increased by 20% in the first six months of 2012, helping drive new customers.

Financial Times

Christina Scott

Chief Information Officer