One of the biggest challenges when it comes to creating connected, personalized customer experiences is managing multiple systems that are disconnected from one another.

Salesforce has become one of the most pervasive CRMs for facilitating sales, supporting services, and empowering responsive customer engagement, but without a strategy and system for integration, valuable enterprise data can quickly amass in cloud and data silos. With 89% of IT leaders reporting that data silos inhibit digital transformation initiatives, data aggregation is the key to successful technology adoption, maximized investment, and improved business performance.

In 2016, IDC released its FutureScape report that made several important predictions for the IT industry and digital economy for the years ahead. One important one was that by 2020, all enterprises’ performance would be “measured by a demanding new set of digital transformation-driven benchmarks,” calling for a 20 to 100% improvement in business performance. But more importantly, the report predicted at least one third of the top companies across every industry would fail to reach these new benchmarks.

Why build a connected enterprise? It will be the only way to survive and thrive in the next evolution of business, particularly as the concept of “business as usual” has been completely disrupted over the last several months.

Organizations invest in tools such as a CRM like Salesforce with the best intentions of using it to streamline operations, only to have it remain largely unused six months to even a year or two down the road.

The following are the primary roles needed to manage and maintain Salesforce teams in a continually evolving and growing organization.