The Salesforce third annual 2016 State of Marketing Report provides insights from 3,975 full-time marketing leaders (not limited to Salesforce customers) spanning the U.S., Canada, Brazil, U.K., France, Germany, Netherlands, the Nordics, Japan and Australia. The report shows a clear trend: success as a marketer is defined by data, collaboration and the right technology tools. Here are some of the key findings related to these elements, according to Salesforce.

Top performers have a well-defined customer journey

High-performing marketing teams are 8.8 times more likely than underperformers to strongly agree that they have adopted a customer-journey strategy as part of their overall business strategy. Among high-performing teams, 88% say a customer-journey strategy is critical to the success of their overall marketing.

The best marketing teams diligently use CRM

The best marketing teams find that CRM helps them successfully capture data and foster effective team collaboration. High performers are 3.3 times more likely than underperformers to use CRM tools extensively in order to provide marketing, sales and service teams a single, shared view of the customer. Meanwhile, 35% of underperforming marketing teams say they have no plans to use CRM tools in the future.

Successful marketers are far more likely to be heavy users of technology

On average, top performers use more than two times the number of tools and technology that underperformers use. (The study puts predictive-intelligence and analytics tools at the forefront of all such technology.)

Click here to download the full report.

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Posted by Kara Degeorgis

After successfully working as a freelance digital artist for several major publishers and brands, Kara’s passion for art and technology led her to a career in the digital advertising space with Theorem. Since 2014, Kara has played a key role on the creative team, building out Theorem’s brand communications and creative service offerings with award-winning design work. Her current responsibilities include guiding clients through the intricacies of successful ad design and development from innovative ideation through execution. In parallel, Kara’s working towards a Master’s Degree in Strategic Design and Management at Parsons School of Design in NYC.

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