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1、research2016StateofMarketingTrendsandinsightsfromnearly4,000marketingleadersworldwideANotefromScottMcCorkle,2016StateofMarketing2SalesforceMarketingCloudCEOI’mexcitedtopresentthe“2016Asthisresearchshows,high-performingmarketingStateofMarketing"report,thethirdteamshaveshiftedtheir
2、mindsetandtacticsfromannualinstallmentofthisin-depthmarketingatcustomers,tofocusingonconnectingindustryresearch.everytouchpointintoacohesivecustomerjourney.Marketingleadersoftenask,“WhatdoesaIn2016,marketingisthefocalpointofmanagingcustomerexpectwhentheyinteractwithourcustomersin
3、anentirelynewway.It’sahugebrand?”Customersexpectconsistency.Theyopportunitytoleadyourbusinessforward,andexpectinteractionsacrossanychanneltobeIhopeyou’llusethefindingsinthisreportasthesame,wheretheorganizationdemonstratesaguide.thattheyreallyknowthecustomer.Thealways-connectedcus
4、tomerwantsthatconnectedBest,experience.We,asmarketers,canmanagethisnow.Ifwetrulyputcustomersatthecenterofourthinking—consideringhowwecanmakeanytouchpointdelightful—itchangesthewayweapproachScottMcCorkleapplyingallthetoolsavailabletousasmarketers.CEO,SalesforceMarketingCloudIt’sno
5、tonlywhatwethinkoftraditionallyasmarketing.It’salsoaboutconsideringcustomersupportfunctions,sellingfunctions,communitybuilding—everytouchpoint.Inshort,it’sthecompletecustomerexperience.AboutThisReport2016StateofMarketing3Forthethirdannual“StateofMarketing”report,1,190SalesforceRe
6、searchsurveyednearly4,000marketingleadersworldwidetodiscover:•Overalltrendschangingtheroleofmarketing1,706•Howhigh-performingmarketingteamsapproachmarketingintelligenceandcustomerexperience•KeyinsightsonprimarydigitalmarketingchannelsThroughoutthisreport,dataisexaminedrelative726
7、353tobusinessperformancetoidentifypatternsforoverallsuccess.High-performingmarketingteamsarethosewhoareextremelysatisfiedwiththecurrentoutcomesrealizedasadirectresultoftheircompany’smarketinginvestment.Seepage4forabreakdownofhigh,moderate,and1Conductedin2016,thissurveygeneratedre
8、sponsesfrom3,975full-timemarketingleader
