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1、research2016StateofMarketingTrendsandinsightsfromnearly4,000marketingleadersworldwideANotefromScottMcCorkle,2016StateofMarketing2SalesforceMarketingCloudCEOI’mexcitedtopresentthe“2016Asthisresearchshows,high-performingmarketingStateofMarketing"report,thethirdteamshaveshiftedtheirmindsetandta
2、cticsfromannualinstallmentofthisin-depthmarketingatcustomers,tofocusingonconnectingindustryresearch.everytouchpointintoacohesivecustomerjourney.Marketingleadersoftenask,“WhatdoesaIn2016,marketingisthefocalpointofmanagingcustomerexpectwhentheyinteractwithourcustomersinanentirelynewway.It’sahu
3、gebrand?”Customersexpectconsistency.Theyopportunitytoleadyourbusinessforward,andexpectinteractionsacrossanychanneltobeIhopeyou’llusethefindingsinthisreportasthesame,wheretheorganizationdemonstratesaguide.thattheyreallyknowthecustomer.Thealways-connectedcustomerwantsthatconnectedBest,experien
4、ce.We,asmarketers,canmanagethisnow.Ifwetrulyputcustomersatthecenterofourthinking—consideringhowwecanmakeanytouchpointdelightful—itchangesthewayweapproachScottMcCorkleapplyingallthetoolsavailabletousasmarketers.CEO,SalesforceMarketingCloudIt’snotonlywhatwethinkoftraditionallyasmarketing.It’sa
5、lsoaboutconsideringcustomersupportfunctions,sellingfunctions,communitybuilding—everytouchpoint.Inshort,it’sthecompletecustomerexperience.AboutThisReport2016StateofMarketing3Forthethirdannual“StateofMarketing”report,1,190SalesforceResearchsurveyednearly4,000marketingleadersworldwidetodiscover
6、:•Overalltrendschangingtheroleofmarketing1,706•Howhigh-performingmarketingteamsapproachmarketingintelligenceandcustomerexperience•KeyinsightsonprimarydigitalmarketingchannelsThroughoutthisreport,dataisexaminedrelative726353tobusinessperformancetoidentifypatternsforoverallsuccess.High-perform
7、ingmarketingteamsarethosewhoareextremelysatisfiedwiththecurrentoutcomesrealizedasadirectresultoftheircompany’smarketinginvestment.Seepage4forabreakdownofhigh,moderate,and1Conductedin2016,thissurveygeneratedresponsesfrom3,975full-timemarketingleader
