Salesforce Connections 2026: Short-Term ROI on Marketing AI to Drive Long-Term Transformation

This IDC Perspective summarizes Salesforce Connections 2026 and its implications for CMOs and marketing technology buyers. The document covers Salesforce's Agentforce Marketing and Commerce announcements, including the pipeline generation agents Piper and Hunter, the Contentful acquisition, the Agentforce Marketing Goals Agent, and Headless 360 MCP campaign management capabilities."The road to scaling agentic marketing is ultimately an organizational, process, and technological transformation proposition, each step of which will have to pay its way," says Gerry Murray, research director, Enterprise Marketing Apps and Agents, IDC. "By forming its go-to-market strategy on this principle, Salesforce aligns itself with CMO agendas and CFO requirements for funding enterprise-scale investments, which expands account TAM and accelerates Salesforce's ability to capture share of the agentic infrastructure spend."