2016 State ofMarketing - Trends and insights from nearly 4,000marketing leaders worldwide (by salesforce)


About this report:
For the third annual “State of Marketing” report,Salesforce Research surveyed nearly 4,000marketing leaders worldwide to discover:
• Overall trends changing the role of marketing
• How high-performing marketing teams approachmarketing intelligence and customer experience
• Key insights on primary digital marketingchannels
Throughout this report, data is examined relativeto business performance to identify patternsfor overall success. High-performing marketingteams are those who are extremely satisfied withthe current outcomes realized as a direct resultof their company’s marketing investment. Seepage 4 for a breakdown of high, moderate, andunderperformers.

Table of contents:
I. Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
II. Introduction: Priorities, Challenges, and Budgets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
III. Practices of High-Performing Marketing Teams . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
01. Top Marketing Teams Win with a Customer Journey Strategy . . . . . . . . . . . . . . . . . . . . . . 14
02. Top Marketing Teams Are Integrating the Customer Experience . . . . . . . . . . . . . . . . . . . 16
03. Top Marketing Teams Get Smart with Tech Adoption . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
04. Top Marketing Teams Align with Business Leadership . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
IV. Key Insights by Marketing Channel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
05. Real-Time Channel Orchestration Strikes a Chord . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
06. Mobile Momentum Hits a Tipping Point . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
07. Intelligent Email Is Driving Higher Revenue . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
08. Social Sees Massive ROI Growth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
09. Advertising Accelerates on Social Platforms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
V. Last Look: Keys to Becoming a High-Performing Marketer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
VI. Country Profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
VII. Appendices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
VIII. Survey Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69