FOURTH ANNUAL
State of
Marketing
Insights and trends from 3,500 global marketing leaders
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State of Marketing2
About This Report
In our fourth annual “State of Marketing” report,
Salesforce Research surveyed 3,500 marketing
leaders worldwide to explore how:
reshape the marketer’s mindset
organizational changes
bar for efficiency and personalization
Throughout this report, high-performing marketing
leaders are defined as those who are extremely
satisfied with the current outcomes realized as
a direct result of their company’s marketing
investment, as well as their overall marketing
performance compared to their competitors.
See page 3 for detailed performance information.
Data in this report is from a blind survey
conducted in April 2017 that generated 3,500
responses from full-time marketing leaders —
those holding a manager or higher leadership
role within their organization — in the U.S.,
Canada, Brazil, U.K./Ireland, France, Germany, the
Netherlands, Japan, and Australia/New Zealand.*
All respondents are third-party panelists (not
limited to Salesforce customers). Due to rounding,
not all percentage totals in this report equal
100%. All comparison calculations are made
from total numbers (not rounded numbers).
1,000
1,450
700
350
Salesforce Research provides data-driven insights to help
businesses transform how they drive customer success.
Browse all reports at salesforce/research.
* For further survey demographics, see page 48.
Salesforce Research
3State of Marketing
About This Report
Breakdown of Marketing Performance Levels
High-performing marketing teams represent 12% of the overall survey population. Marketers surveyed
include B2B, B2C, and B2B2C teams. For additional demographics, please refer to page 48.
76%
12%
Underperformers
are “slightly or not at all satisfied”
with thecurrent outcomes
realized as a direct result oftheir
company’s marketing investment
12%
High performers
are “extremely satisfied” with the
current outcomes realized as a
direct result oftheir company’s
marketing investment
Moderate performers
either are “very or moderately
satisfied” with their current
outcomes realized as a direct
result of their company’s
marketing investment or are
“extremely satisfied” with it but
not with their marketing
performance compared
to their competitors
Salesforce Research
4State of Marketing
Table of Contents
Executive Summary ..... 5
Introduction: Customer Experience Is the Brand Battlefield ........ 6
Marketers Move to Evolve Journeys, but Data Woes Linger .......... 8
Shifting Priorities Spark Organizational Change ...... 14
Marketing Tech Makes Waves19
Marketing Embraces the AI Revolution ........ 23
Last Look: What Makes Top Marketers Tick .. 26
Country Profiles27
Appendices ........ 37
Survey Demographics . 48
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