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.)
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