November 12, 2018
Marketing Cloud has gone through many iterations since Salesforce acquired ExactTarget five years ago. New functionality, increasing data volume, and the growing complexity of the customer journey make it especially challenging for marketers to keep pace with change. This past year has seen Salesforce on an acquisition streak that bolsters Marketing Cloud capabilities–MuleSoft, CloudCraze, Attic Labs, Datorama, and most recently, interactive email service provider Rebel. In the last reported quarter, Salesforce extended its strategic alliance with Alphabet’s Google to deepen the integration between Google Analytics 360 and Salesforce Marketing Cloud.
With all these changes to Marketing Cloud, it’s challenging to align marketing strategy to technology investment. And as we found from our global survey of over 2,500 Salesforce customers, The State of Salesforce, marketers’ top priorities for the coming year are:
- Integrate and align marketing tech stacks
- Improve attribution, tracking, and reporting
- Enrich data and analytics
Below, we share key insights and trends from our seventh annual The State of Salesforce report to help companies decide how they should invest to meet marketers’ growing needs.
- Make collaboration easy. When marketers can share and use data across the business, it is easier to tie marketing activity to business value. Strategies to accomplish this may include org rationalization, ensuring all teams contribute to and abide by an agreed-upon data governance model, and integrating collaboration tools from the Salesforce Store (formerly “AppExchange”).
- Invest in your data architecture–sooner than later. The best indicator of Marketing Cloud success is an established data governance framework. So, it’s no surprise that 8 out of 10 marketers feel that strengthening their partnership with IT is important. Data quality makes or breaks a marketer’s ability to drive personalization and create compelling customer journeys.
- Expose sales and service insights. Marketers who can access customer data from interactions, across the full life-cycle, can deliver experiences that are more targeted and engaging. This data often already exists inside Salesforce—marketers just need access to it.
- Unite the marketing tech stack. Integrated marketing tech stacks are a competitive advantage. Marketers who say integrating marketing apps is extremely important to their strategy are 49% more likely to excel at delivering personalized experiences and 36% more likely to excel at measuring marketing attribution.
Get all the insights for marketers and more from The State of Salesforce report–download your copy, now.