In case you missed it, SalesForce Research recently published its Fourth Annual State of Marketing report that reveals four key trends driving high-performance marketing organizations:
- Marketers move to evolve customer journeys, but data woes linger. While striving to deliver a single customer experience, marketers struggle with achieving a single customer view as they leverage data from different sources. The difficulty of gaining this view is amplified by heightened customer expectations and the explosive growth of new marketing channels. While high-performing teams do better at managing marketing across channels, most fail to evolve their messaging from one channel to the next.
- Shifting priorities spark organizational change. With the flood of available customer data, companies are rethinking marketing job roles and how marketing processes fit in the broader organization. From account-based marketing to alignment with customer service, top marketers are driving change in their companies.
- Marketing technology makes waves. The adoption of marketing technologies — from IoT/connected devices to lead-scoring tools — will accelerate over the next 2 years. High-performing marketers are heavy tech users, with most reporting better collaboration, increased productivity, and a more cohesive view of customer data. Top teams also cited data management platforms as the most important tool for 1-to-1 marketing.
- Marketing embraces the artificial intelligence (AI) revolution. Marketers expect AI to be the fastest growing technology in the next 2 years. Internally, they believe it will create more efficiency in their operations. For customers, most marketers think AI will produce more insight from their data and ramp up personalization without burdening their teams.
If you would like a copy of this 50-page report, please email me at email@example.com.