Case Study: Financial Times achieves unified customer management and subscription growth with Salesforce

The Financial Times scoops the competition in the digital age

The Financial Times, a 125-year‑old leader in business journalism, has rapidly shifted to a digital, channel‑neutral model to reach a mobile, global audience of more than 2.1 million. That transition required aligning teams and systems to manage subscribers and advertisers in a single, service‑centric platform—something FT leadership called critical to survival as digital subscriptions overtook print.

FT consolidated sales, service, billing, contracts and content systems onto Salesforce (Sales Cloud, Service Cloud, Marketing Cloud and the Salesforce Platform), giving staff a unified customer view, single login and streamlined operations. The move reduced maintenance costs, improved ad and subscriber management, sped issue resolution across 100+ call‑center agents, and boosted social traffic (up 20% in six months), supporting continued digital growth.

Financial Times

Christina Scott

Chief Information Officer