Salesforce Research Third Marketing Intelligence Report

THIRD EDITION
Marketing
Intelligence
Report
Insights from 2,500+ marketers worldwide
on data, analytics, and privacy in the
digital-first era
SALESFORCE RESE ARCH M A R K E T I N G I N T E L L I G E N C E R E P O R T, 3 R D E DI T I O N 2
What You’ll Find

in This Report
For the third edition of the Marketing Intelligence
Report, Salesforce surveyed over 2,500 marketing
decision makers globally to discover:
• How marketers define their roles in the

digital-first era
• How marketers are adapting to a

privacy-focused data ecosystem
• The role of data in marketing-led growth

and customer experiences
• Trends in cross-channel marketing

and analytics
2,583 marketing decision makers

surveyed worldwide
Salesforce Research provides data-driven insights to help

businesses transform how they drive customer success.
Browse all reports at salesforce.com/research.
What You’ll Find

in This Report
Data in this report is from an online survey conducted Breakdown of Marketing Performance Levels
from December 16, 2021, through January 14, 2022,
that generated 2,583 responses from marketing analysts, In several parts of this report, we classify survey
strategists, managers, directors, VPs, and CMOs. respondents across the following tiers of
Respondents include marketers from B2B, B2C, and marketing performance.
B2B2C companies across North America, South America,
Asia Pacific, Europe, the Middle East, and Africa.
Additionally, six in-depth interviews were conducted High Performer (n = 439)

by telephone from January 10–14, 2022, with senior 17%
>50% marketing-led growth over the past year
marketers in each of the following countries: Australia,
U.K., and the U.S.
Due to rounding, not all percentage totals in this report

equal 100%. All comparison calculations are made
from total numbers (not rounded numbers). 69% Moderate Performer (n = 1794)
All other marketers
See page 22 for detailed survey demographics.
Underperformer (n = 321)
15%
0–10% marketing-led growth over the past year
Contents
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 05
01 | Marketers Welcome a Dual Mandate in the Digital-First Era . . . . . . . . . . . . . . . . . . . . . . . . . 06
02 | Data Privacy Changes Inspire Strategic Shifts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 08
03 | Success Means Data, and Data Means Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
04 | Cross-Channel Views Are a Dream Under Construction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
05 | Data-Driven Marketing Requires Speed to Insight . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Look Ahead: Tactics and Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Survey Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Executive
Summary 01 Marketers Welcome a Dual Mandate in the Digital-First Era
Marketing’s role has evolved to satisfying two mandates: driving
growth by optimizing ROI, and improving the customer experience.
Marketers define customer satisfaction and return on marketing
As customer behavior becomes investment as the two most important success metrics.
digital-first,* marketers have embraced
02
equally critical mandates: customer Data Privacy Changes Inspire Strategic Shifts
satisfaction and growth.
New digital privacy policies are here to stay, and marketers
Data is the foundation of both of are pivoting. Ninety percent of marketers agree that recent
these objectives. Marketers use data data privacy changes have fundamentally changed how they
to personalize customer experiences measure marketing performance.
and build trusted relationships, and to
optimize the return on investment (ROI)
of campaigns and programs. 03 Success Means Data, and Data Means Success
A strong data foundation is critical to success — but not without
its challenges. Nearly four in five marketers say data quality
But gathering that data, preparing it,
is key to driving marketing-led growth and improved
analyzing it, and ultimately turning it into
customer experiences.
insights is not without its challenges. As
the quantity and variety of data continue
to increase, and rules and norms around
privacy take hold, effective use of data is
04 Cross-Channel Views Are a Dream Under Construction
Nearly all marketers (98%) say it’s important to have a complete
becoming central to marketing success. view of cross-channel marketing. Yet more than seven in 10
evaluate performance of channels separately, rather than in
one centralized place.
05 Data-Driven Marketing Requires Speed to Insight

Marketers' top data analysis challenge is applying learnings to
marketing strategies, and speed to insight plays a large role.
Twenty-seven percent of marketers monitor cross-channel
performance monthly or less.
* Salesforce State of the Connected Customer, October 2020.

01 Marketers Welcome a
Dual Mandate in the
Digital-First Era
At the heart of today’s marketing are two Customer Satisfaction and Growth Define Marketing Success
objectives: foster customer relationships
and grow revenue. Top Metrics Defining Marketing Success
Eighty percent of marketers surveyed

Customer 46%
say their organization leads customer satisfaction 35%
experience initiatives across the business.* Return on marketing 40%

investment 31%
Customer 39%
acquisition 31%
Brand 36%
94% of marketers globally view the awareness 32%
marketing function as critical for Channel 34%

metrics 30%
driving growth, up from 87% last year.
Marketing- 33%
generated pipe 30%
Conversions or 30%
desired actions 31%
21%
This is mirrored by how marketers PR metrics
28%
define success: Nearly half say customer
satisfaction is the most important metric, Marketers who say metric is important
followed by return on marketing investment.
Marketers who say they're completely successful at evaluating metric
However, despite the importance of

Respondents were allowed to select up to three responses.
these metrics, marketers face difficulty
evaluating them. In fact, fewer than two
in five marketers say they're completely
successful at this task.
*
Salesforce State of Marketing, August 2021.
01 Marketers Welcome a
Dual Mandate in the
Digital-First Era
Without a solid analytics strategy, marketers Without Impact, Marketing Analytic Strategies Go By the Wayside
can't be certain they'll gather the data they
need. Analytics strategies are at the heart Ranking of Importance to Marketing Analytics Strategies
of modern marketing, and marketers are
building them on a foundation of customer
and growth objectives. 1 Proving marketing's impact on growth
Case in point: proving marketing's impact on

2 Proving marketing's impact on the customer experience
both growth and the customer experience 3 Accurate, validated data
as the most important aspects of marketing
analytic strategies. 4 Real-time data access
5 Reports and dashboards
6 Connecting data across all channels/sources
Reporting is a massive value
proposition for new business
7 Media planning/pacing practices
pitches. We can demonstrate 8 Data taxonomy practices
that we have an integrated
dashboard that will show
9 Artificial intelligence-driven insights
the success of a campaign …
Clients are able to see how the
campaign is performing, which
streams work best in market,
and which are not delivering.”
INTEGRATED MEDIA MARKETING DIRECTOR
AGENCY; AUS
02 Data Privacy Changes

Inspire Strategic Shifts
As Privacy Regulations Shift, Data Strategies Get a Shake-up Over the past few years, data privacy
regulations (whether regional, such as
Marketers Who Made the Following Revisions in Response to Data Privacy Changes GDPR or CCPA, or from key technology
providers, such as Apple Mail Privacy
Customer data collection 64% Protection and Google’s third-party cookie
deprecation) have pushed businesses to a
Marketing budget allocation 61%
consumer-first, consent-based approach
Marketing performance KPIs and goals 59% to data collection.
Personalization strategies 55%
In response, marketers are focused
Vendor selection 51% on earning and maintaining trust with
Attribution models 34% customer data. Additionally, certain
performance measurements — such as
email opens — are now less relevant as
technology providers promise expanded
Marketers Very Confident in Their Ability to Do the Following in Response to Privacy Changes privacy protections for their users.
Hit sales or business targets 42%
Create personalized 90% of marketers agree that

40%
customer experiences
recent data privacy changes have
Identify and target
relevant audiences
39% fundamentally changed how they
Compare marketing
38% measure marketing performance.
performance across channels
Measure marketing ROI 37%
Accordingly, marketers are facing headwinds

in this new dynamic, most notably in
measuring ROI and channel performance
and understanding audiences.

Privacy Changes Spur Shifting Technology Investments Technology is core to marketers'
adaptation to shifting privacy standards
Marketers' Technology Investments in Response to Privacy Changes and expectations.
More often than not, marketers are

Marketing analytics and
52% 38% 8% increasing or maintaining investments
measurement technology
Customer data platform in platforms that help them measure

50% 38% 9%
technology
performance or understand customers
Real-time interaction and (for example, marketing analytics and
45% 43% 9%
personalization technology
customer data platforms, respectively).
Consent management
44% 44% 9%
technology
Across the board, only a small minority
Identity enrichment and
41% 46% 9%
resolution technology of marketers are decreasing their
technology investments.
Increased Stayed the same Decreased

Marketers Are Digital-First Amid Privacy Changes From a tactical perspective, about half of
marketers have increased their investment
Investment in Marketing Tactics in Response to Data Privacy Changes in paid social, mobile marketing, and web
experiences. Conversely, legacy channels
such as traditional TV/radio advertising were
Paid social 54% 37% 7%
most likely to see divestment.
Mobile marketing 52% 38% 7%
This reflects a continued trend of
Web experiences 51% 42% 6% expansion into digital mediums as
customers increasingly shop and do
Content marketing 49% 43% 7%
business online. Fifty-eight percent of
Paid search 48% 42% 8% consumers expect to do more online
shopping after the pandemic than before,
Influencer marketing 46% 40% 8% and 80% of business buyers expect to
Email marketing
conduct more business online.*
43% 42% 13%
Event marketing 41% 43% 13%
Programmatic/
display advertising 40% 47% 9%
Affiliate marketing 39% 48% 9%
Out-of-home marketing 38% 44% 12%
Connected TV/
OTT marketing 36% 45% 12%
Traditional TV/
radio advertising 32% 42% 17%
*
Salesforce State of the Connected Customer, October 2020.
03 Success Means Data,

and Data Means
Success
Whether for growth or for the customer Data Quality Drives Growth and the Customer Experience
experience, marketers need reliable
data to demonstrate the value of their Marketers Who Say the Following Is Key for Driving Given Outcomes
programs and to drive outcomes.
Marketing-led Growth Customer Experience
Nearly four in five marketers globally say
data quality is key to driving marketing-led Data quality 79% 77%
growth and the customer experience. Shared marketing and sales
74% 75%
business objectives
According to marketers, the second most Cross-channel analytics 73% 72%
important factor for growth and the Collaboration across
73% 75%
distributed teams
customer experience is that marketing
Real-time personalization 71% 74%
and sales teams share business objectives.
Alignment on goals may encourage these Testing new marketing
71% 72%
channels/platforms
teams to cooperate with each other and Artificial intelligence
69% 71%
performance insights
serve customers in a more unified way.
Unified customer profiles 67% 71%
"Key" is defined as rating the factor "absolutely essential" or "very important" for driving
growth or the customer experience, respectively.

and Data Means
Success
Harnessing data to prove marketing success is, People and Process Gaps Hinder Performance Evaluation
for many practitioners, easier said than done.
Top Challenges in Evaluating Marketing Performance
80% of marketers say their ability Employee resources and skill sets 42%
to track ROI for each marketing
Manual data integration processes 42%
investment needs improvement.
Budget allocation and optimization 40%
Cross-team alignment on
38%
measurement and reporting
Data governance/management processes 36%
Marketers say employee resources and Manual report generation processes 35%
manual data integration are top challenges
Siloed data 34%
that hinder their ability to efficiently
evaluate performance.
Attracting the right people is particularly key
in the midst of the “Great Resignation” and
the rise of the hybrid workplace — and for
many marketers, finding and retaining talent
with analytics proficiency has proven difficult.
Further, data integration processes such as

data retrieval, preparation, and modeling
often require more technical skill sets to
build and can take a substantial amount of
time and resources to manage.

and Data Means
Success
A lot goes into developing an effective Marketing Analytics Strategies Have Room for Improvement
marketing analytics strategy, and
marketers indicate there may be room for Marketers Who Say Their Organization's Performance
improvement in how their organizations go on the Following "Exceeds Expectations"
about it. Only about one in five marketers Total

say their company “exceeds expectations” Real-time 31%
on any analytics component. In particular, data access

28%
21%
27%
AI-driven insights, data taxonomy, and Proving marketing's 31%
impact on growth
27% 27%
media planning and pacing have the most 20%
Connecting data 32%

opportunity for development.
across all channels 16%
28% 27%
30%
Previous research underscores the Accurate,
27% 26%
validated data 21%
importance of addressing AI, with 64%
Proving marketing’s impact 31%
of high-performing marketers having a on the customer experience
25%
18%
25%
defined AI strategy, compared to only Reports 32%
45% of underperformers.* and dashboards

24%
19%
24%
Media planning/ 27%
Prioritizing data quality can also be pacing practices 18%

25% 24%
a competitive differentiator. High Data taxonomy 28%
performers are two times more likely practices 17%

25% 24%
27%
than underperformers to report AI-driven insights 24% 23%
15%
exceeding expectations in connecting
data across channels.
High performers Moderate performers Underperformers
*

and Data Means
Success
Despite marketers’ clear need for high- Gaps Exist in Companies' Data Practices
quality data and analytics, many lag
behind in their investment in the people, Marketing Teams That Have or Plan to Have the Following
tools, and processes that make it possible.
Employees dedicated
to analytics 51% 38% 9%
Only 51% of marketing teams Technology dedicated

to analytics
48% 41% 9%
currently have employees Cross-channel

46% 43% 10%
dedicated to analytics. data integration
Established data
45% 44% 9%
preparation processes
Custom metrics/KPIs
44% 43% 11%
across channels
Even fewer have resources dedicated to

analytics technology, or the practices – Currently have Plan to get No plans to get
such as data integration and preparation
– that are key to measuring and optimizing
marketing success.
Still, marketers intend to catch up: About

two in five marketers say they plan to
invest in these areas.
04 Cross-Channel Views
Are a Dream Under
Construction
Marketers Desire a Cross-Channel View, but Are Stuck in Silos Marketers expect the number of data
sources they use to grow year over year,**
How Marketers Evaluate Cross-Channel Performance increasing the potential for siloed data.
Unsurprisingly, marketers feel having a
centralized view of all this data is critical.
29%
Evaluate separately
98% of marketers emphasize
Evaluate in one centralized place the importance of having a
complete, centralized view of
all cross-channel marketing.
71%
Yet 71% of marketers evaluate the

performance of their cross-channel
marketing in silos — either individually at
How Marketers Evaluate Performance*
the channel (46%) or platform (51%)
level, rather than in one centralized place.
Evaluate each channel's
46%
performance separately
Evaluate each platform's

51%
performance separately
*
Base: Marketers who evaluate performance separately.
**
Are a Dream Under
Construction
Integrating and Managing Data Is Critical, but Challenges Remain Data integration and management remain
roadblocks in the quest for a cohesive
Top Challenges Faced with Data Integration and Management view of cross-channel performance.
Marketing analytics can span organizational
departments and disciplines, meaning that
1 Data integration from aligned business units linking disparate data sources is not easy.
2 Data preparation across sources
Marketers report obstacles both in
3 Automating data connections connecting data from aligned business units
(for example, product and sales teams)
4 Data inconsistencies and preparing data across sources
(for example, cleansing, modeling,
5 Data volume
taxonomy) when integrating their data.
6 Creating consistent KPIs across channels/platforms
7 Data and analytics skill sets
8 Adequate data availability and permission When you have these disparate
departments, they're not talking
9 Time spent on manual data preparation
horizontally to one another, and
all of a sudden, you see an email
Respondents were allowed to select up to three responses. go out that has nothing to do with
the print ad that is running, and
social is talking about something
completely different as well.”
VP MARKETING
RETAIL; U.S.
Are a Dream Under
Construction
Automated Data Integration and Preparation Are an Before marketers can use accurate cross-
Opportunity for Efficiency channel data in reporting and analytics, they
must ingest it, harmonize it in a data model,
How Marketers Describe Cross-Channel Data Integration and Preparation Processes classify it according to business taxonomy,
and verify its quality.
17%
Adoption of these practices is mixed.
About half of marketers say they perform
42% Mostly or entirely manual
data preparation tasks such as quality
Mostly or entirely automatic assurance checks and data model mapping.
An even mix of the two Many marketers have begun to simplify

and speed up the data integration and
40% preparation process with automation.
The majority of marketers describe the
way their team integrates their cross-
channel data as at least partly automatic.
Marketers Who Perform the Following Data Preparation Processes
Yet nearly one in five marketers still relies
on manual methods.
Regularly scheduled
56%
quality assurance checks
This manual process translates to
Marketing data
56% significant amounts of time. When
model mapping
Defining all attributes
56%
manually integrating data, 29% of
with data classification
marketers spend at least one week
Automating
53% per month collecting, cleansing, and
data connections
Naming modeling data for reporting and analysis.
37%
conventions
05 Data-Driven
Marketing Requires
Speed to Insight
As marketers pursue more data-driven Marketing Strategies Require Connected Cross-Channel Insights
cultures, a number of challenges surface.
Many of these can be overcome by Top Challenges Faced with Data Analysis and Optimization
centralizing data across the organization.
Marketers must not only integrate data 1 Applying learnings to marketing strategies
across business units and sources, but
also share this data to connect marketing
2 Connecting marketing investments to business outcomes
to business outcomes, and foster 3 Optimizing campaigns in real time
teamwide collaboration.
4 Cross-channel marketing insights
These challenges are interconnected,
with both reliant on a cohesive data
5 Creating effective data visualizations/reports
foundation – whether across marketing 6 Collaboration with other teams
channels or between marketing and
aligned business stakeholders. 7 Personalizing content/offers
8 Customer journey insights
9 Audience segmentation insights

05 Data-Driven
Marketing Requires
Speed to Insight
Data-driven marketing is a work in Marketers Paint a Mixed Picture of Data Use
progress. Less than half of marketers
are completely satisfied with their ability Marketers Completely Marketers Completely Satisfied with Their
to leverage data for specific marketing Satisfied with Their Ability to Use Ability to Drive the Following Conversions
Data for the Following
tasks, most notably in spend pacing and
% more likely
segmentation and targeting. (high vs. low)
58%
When aiming for specific outcomes, Content/offer
45% Sales 46% 57%
personalization 37%
high performers are more likely than low
51%
performers to say they are completely Content strategy 44% Audience/
follower growth 34%
46% 50%
satisfied with their ability to drive 51%
Form fills
conversions across categories.
Campaign/journey
optimization 43% and sign-ups 34%
44% 50%
51%
Connecting
marketing to sales 43% Product
adoption 35%
44% 46%
Lead generation/ Content 51%
scoring 42% downloads 35%
45%
46%
Segmentation and Website 52%
targeting 41% visits 37%
51% 41%
A challenge always is using Spend pacing 40%
Email 48%
42% 33%
opt-ins
data to make informed decisions. 36%
50%
Ecommerce
Too often, we use it for reporting transactions 38%
45%
32%
but do not push it back into the Mobile 48%
41% 20%
channels to make decisions.” opt-ins 40%
MEDIA STRATEGY DIRECTOR High performers

AGENCY; U.K.
Moderate performers
Underperformers
05 Data-Driven
Marketing Requires
Speed to Insight
Marketers of all performance levels face Insights Are Too Slow for Marketing Decision-Making
difficulty gaining insights at the speed
needed to put them into action.
40%
34%
Less than half of marketers strongly agree
23%
they can access data at the speed they need
it. Additionally, only 11% say they get real-
33%
High performers
time performance alerts, and 27% monitor
cross-channel performance monthly or less. Moderate performers
of marketers strongly
agree they gain insights
fast enough for impactful Underperformers
However, while many marketers struggle with decision-making
insight speed, high performers are almost
twice as likely as low performers to strongly
agree that they can quickly receive insights.
Frequency Marketers Monitor Cross-Channel Performance
If I don't get the data on

40%
a daily basis, I can't respond
quickly enough. If I have to 22% 21%
book two months in advance, 11%
6%
then that's also a handicap. We

In real time Daily Weekly Monthly Quarterly
need to be more nimble and we (via automated or less
need to look at the data more.” alerts)
CHIEF MARKETING OFFICER

RETAILER; U.K.
LOOK AHEAD:
Tactics and Strategies
Over the next year, there are a number of Marketers Seek Improvements in the Coming Year
areas that marketers hope to improve.
Boosting performance is key as marketers

Top Desired Improvements to Marketing Performance over the Next Year
rebound from uncertain times and budgets
remain under scrutiny. Marketing spend 1 Marketing spend optimization
optimization, or the process of forecasting
and tracking spend across campaigns and 2 Real-time data access
channels, is the top tactic marketers are
focused on to ensure results.
3 Customer journey analytics
Meanwhile, marketers want to improve the

4 Automation of data integration
relevancy of their marketing to enhance 5 Marketing funnel analytics
customer experiences: whether through
loyalty programs or personalized content
and offers. Loyalty programs and customer Top Desired Improvements the Customer Experience over the Next Year
consent are also critical ways marketers
can continue to provide individualized 1 Personalized content and offers
experiences without the need for
third-party cookies.
2 Loyalty programs
3 Customer consent management
4 Customer journey analytics
5 Ecommerce programs
Respondents were allowed to select multiple responses.

Survey
Demographics
Survey Demographics
Industry Company Type Country
Architecture, engineering, Business-to-business (B2B) ................ 25% Australia....................................................... 6%

construction, and real estate............. 13% Business-to-consumer (B2C) ............. 30% Brazil ............................................................ 6%
Automotive ......................................... 16% Business-to-business-to-consumer Colombia ..................................................... 6%
Communications ................................ 14% (B2B2C) ................................................ 45% France .......................................................... 6%
Consumer goods ................................ 27% Germany ...................................................... 6%
Energy and utilities ............................. 13% Israel............................................................. 6%
Company Size
Financial services ................................ 18% Italy .............................................................. 6%
Government .......................................... 7% Small (200 or fewer employees) .............29% Japan ............................................................ 6%
Healthcare............................................ 14% Medium (201–999 employees) ..............44% Mexico ......................................................... 6%
Life sciences or biotechnology............ 10% Large (1,000+ employees) .......................27% Netherlands ................................................ 6%
Manufacturing .................................... 20% Singapore .................................................... 6%
Media and entertainment ................. 16% South Africa ................................................ 6%
Role Within Marketing
Nonprofit ................................................5% Spain ............................................................ 6%
Professional and business services ... 17% C-Suite .......................................................19% Sweden ........................................................ 6%
Retail .................................................... 26% President, EVP, SVP, VP, Director ............ 41% United Arab Emirates ................................. 6%
Supply chain and logistics ................. 13% Dept. Head, Supervisor ............................19% United Kingdom ......................................... 6%
Technology ...........................................21% Manager, Strategist, Analyst ....................20% United States .............................................. 6%
Travel and hospitality ........................... 7%
Other ......................................................1%
Region
EMEA .........................................................59%
APAC ..........................................................18%
Latin America ............................................18%
United States............................................... 6%
Appendix
Please keep in mind that cultural bias impacts survey results across regions.
The Marketing Intelligence Report for
Australia
Marketing’s Dual Growth and Customer Mandate
Top 3 Factors Driving Growth Top 3 Factors Driving the Customer Experience Top 3 Metrics Defining Success
Collaboration across
1 Data quality 1 1 Brand awareness
distributed teams
2 Real-time personalization Tie 2

Unified customer profiles Tie 2
Customer satisfaction
and Data quality and Marketing ROI
Cross-channel analytics
Testing new marketing Customer acquisition
Tie 3 and Testing new marketing 3
channels/platforms
3
channels/platforms
Data Privacy Changes Inspire Strategic Shifts Cross-Channel Marketing Performance

Top 3 Revisions in Response Top Challenges in Evaluating
to Data Privacy Changes Marketing Performance
87% 97%
1
Marketing performance 1
Data governance/
KPIs and goals management processes
of marketers agree that recent of marketers emphasize
data privacy changes have 2 Customer data collection the importance of having a 2 Employee resources and skill sets
fundamentally changed how complete, centralized view of
they measure performance. all cross-channel marketing. Manual data integration and
3 Marketing budget allocation 3
Manual report generation processes
Technology Investments in Response to Data Privacy Changes
19% 24%
Marketing analytics
43% 43% 10%
and measurement
Customer of marketers evaluate of marketers monitor
47% 41% 7% cross-channel performance cross-channel performance
data platform
in one centralized view. monthly or less.
Real-time interaction
40% 45% 12%
and personalization

Brazil
1 Data quality 1 Cross-channel analytics 1 Customer satisfaction
Shared marketing and sales

business objectives and Collaboration across
Tie 2 2 2 Marketing ROI
Cross-channel analytics distributed teams
AI performance insights Data quality and Unified

3 Tie 3 3 Brand awareness
customer profiles

92% 100%
1 Customer data collection 1 Employee resources and skill sets
of marketers agree that recent of marketers emphasize Manual data integration and
data privacy changes have 2 Vendor selection the importance of having a Tie 2 Alignment across teams on
fundamentally changed how complete, centralized view of measurement and reporting
they measure performance. all cross-channel marketing.
3 Personalization strategies 3 Budget allocation and optimization
28% 19%
Marketing analytics
60% 31% 6%
and measurement
data platform
51% 39% 6%
and personalization

Colombia
1 Cross-channel analytics 1 Data quality 1 Channel metrics

Tie 2 distributed teams and AI 2 Real-time personalization 2 Conversions or desired actions
Shared marketing and Collaboration across
3 3 3 Customer satisfaction
sales business objectives distributed teams

92% 99%
Alignment across teams on
data privacy changes have 2 Customer data collection the importance of having a 2 Budget allocation and optimization
they measure performance. all cross-channel marketing. Manual data integration
3 Personalization strategies Tie 3
processes and Siloed data
44% 13%
Marketing analytics
55% 38% 7%
and measurement
data platform
52% 41% 7%
and personalization

France
1 Data quality 1 1 Customer satisfaction
distributed teams
Shared marketing and

2
sales business objectives 2 Unified customer profiles 2 Customer acquisition
3 Cross-channel analytics 3 Data quality 3 Marketing ROI

84% 94%
1 Marketing budget allocation 1 Manual data integration processes

Data governance/
data privacy changes have 2 Personalization strategies the importance of having a 2
management processes
3 Customer data collection 3 Siloed data
22% 49%
Marketing analytics
49% 34% 11%
and measurement
data platform
42% 42% 11%
and personalization

Germany

sales business objectives
2 AI performance insights 2 Data quality 2 Marketing ROI
3 3 Unified customer profiles 3 Customer acquisition
distributed teams

83% 98%

data privacy changes have 2 Personalization strategies the importance of having a 2 Manual data integration processes
they measure performance. all cross-channel marketing. Alignment across teams on
26% 42%
Marketing analytics
51% 39% 8%
and measurement
data platform
36% 51% 8%
and personalization

Israel
Testing new marketing

1 1 Data quality 1 Customer satisfaction
channels/platforms
Collaboration across 2
2 channels/platforms 2 Channel metrics
distributed teams
3 Real-time personalization 3 Cross-channel analytics 3 Customer acquisition

89% 100% Employee resources and
1 Marketing budget allocation Tie 1 skill sets and Budget allocation
and optimization
2 Customer data collection Data governance/
data privacy changes have the importance of having a 2
fundamentally changed how complete, centralized view of management processes
they measure performance. Marketing performance all cross-channel marketing.
Tie 3 KPIs and goals and 3 Manual data integration processes
Personalization strategies
24% 18%
Marketing analytics
52% 38% 5%
and measurement
data platform
40% 49% 6%
and personalization

Italy
1 Data quality 1 Real-time personalization 1 Customer satisfaction

Data quality and Shared marketing and
2
Shared marketing and sales sales business objectives, Collaboration
business objectives Tie 2 2 Marketing ROI
across distributed teams, and Testing
new marketing channels/platforms
3 3 Cross-channel analytics 3 Customer acquisition
distributed teams

79% 96%
1 Customer data collection 1 Budget allocation and optimization

2 Personalization strategies 2 Manual data integration processes
data privacy changes have the importance of having a
they measure performance. Marketing budget allocation all cross-channel marketing. 3 Manual report generation processes
Tie 3 and Marketing performance
KPIs and goals
30% 18%
Marketing analytics
50% 43% 5%
and measurement
data platform
47% 45% 3%
and personalization

Japan

1 1 Data quality 1 Marketing ROI
channels/platforms

business objectives
3 3 Unified customer profiles 3 Customer acquisition
distributed teams

91% 99%
1 Marketing budget allocation 1 Employee resources and skill sets

data privacy changes have 2 Customer data collection the importance of having a 2 Manual data integration processes
they measure performance. Marketing performance all cross-channel marketing. Alignment across teams on
3 3
KPIs and goals measurement and reporting
31% 28%
Marketing analytics
39% 48% 13%
and measurement
data platform
34% 49% 15%
and personalization

Mexico
1 Data quality 1 1 Customer acquisition
distributed teams
Shared marketing and sales Testing new marketing

2
business objectives
2 2 Customer satisfaction
channels/platforms
3 Real-time personalization 3 Cross-channel analytics 3 Channel metrics

88% 98%

data privacy changes have 2 Personalization strategies the importance of having a 2 Employee resources and skill sets
31% 23%
Marketing analytics
57% 35% 7%
and measurement
data platform
51% 37% 9%
and personalization

Netherlands
1 Data quality 1 Unified customer profiles 1 Customer acquisition
Testing new marketing Shared marketing and

2 2 2 Customer satisfaction
channels/platforms sales business objectives
3 Cross-channel analytics 3 Real-time personalization 3 Channel metrics

94% 97%
Marketing performance
1 1 Siloed data
KPIs and goals
data privacy changes have 2 Marketing budget allocation the importance of having a 2 Manual data integration processes
28% 36%
Marketing analytics
32% 47% 19%
and measurement
data platform
34% 46% 16%
and personalization

Singapore
1 Data quality 1 Data quality 1 Customer acquisition
Shared marketing and sales 2 Real-time personalization

2 2 Brand awareness
business objectives
3 AI performance insights Tie 3 business objectives and 3 Conversions or desired actions
Unified customer profiles

98% 99%
1 Customer data collection 1 Manual data integration processes

Marketing performance 2 Siloed data
data privacy changes have 2 the importance of having a
KPIs and goals
32% 27%
Marketing analytics
54% 37% 8%
and measurement
data platform
42% 49% 4%
and personalization

South Africa
1 Data quality 1 Data quality 1 Customer satisfaction
2
2 Cross-channel analytics business objectives 2 Marketing ROI
Collaboration across distributed teams,

3 Real-time personalization Tie 3 and Real-time personalization and Testing 3 Brand awareness

86% 99%
of marketers agree that recent Marketing budget allocation of marketers emphasize

data privacy changes have Tie 2 and Marketing performance the importance of having a 2 Budget allocation and optimization
fundamentally changed how KPIs and goals complete, centralized view of
they measure performance. all cross-channel marketing. Data governance/
3 Personalization strategies 3
management processes
34% 14%
Marketing analytics
68% 25% 5%
and measurement
data platform
57% 33% 7%
and personalization

Spain
Collaboration across Shared marketing and sales

1
distributed teams
1 1 Marketing ROI
business objectives
Data quality and 2 AI performance insights

Tie 2
Cross-channel analytics
2 Customer acquisition
Shared marketing and sales Collaboration across distributed

3 Tie 3 teams and Testing new 3 Customer satisfaction
business objectives marketing channels/platforms

91% 100%
of marketers agree that recent Marketing budget allocation of marketers emphasize

Tie 2 2 Budget allocation and optimization
data privacy changes have and Personalization strategies the importance of having a
they measure performance. all cross-channel marketing. Employee resources and skill sets
3 Tie 3 and Alignment across teams on
KPIs and goals
33% 31%
Marketing analytics
46% 42% 11%
and measurement
data platform
48% 42% 8%
and personalization

Sweden
Shared marketing and Shared marketing and sales

1 1 1 Marketing ROI
sales business objectives business objectives
2 Data quality 2 Data quality 2 Marketing-generated pipe
3 AI performance insights 3 AI performance insights 3 Brand awareness

96% 97%
1 1 Manual data integration processes
KPIs and goals
data privacy changes have 2 Marketing budget allocation the importance of having a 2 Manual report generation processes
3 Personalization strategies 3 Employee resources and skill sets
27% 37%
Marketing analytics
56% 36% 7%
and measurement
data platform
48% 43% 7%
and personalization

United Arab Emirates

Data quality and Collaboration across

Tie 1 1 1 Customer satisfaction
Cross-channel analytics distributed teams
2 Real-time personalization 2 Data quality 2 Marketing-generated pipe

3 3 Real-time personalization 3 Customer acquisition

88% 97%
1 Customer data collection 1 Siloed data

data privacy changes have 2 the importance of having a 2 Manual report generation processes
KPIs and goals
27% 20%
Marketing analytics
58% 33% 7%
and measurement
data platform
50% 36% 10%
and personalization

United Kingdom
Data quality and Collaboration

1 Data quality Tie 1 1 Customer satisfaction
across distributed teams
2 Cross-channel analytics 2
Shared marketing and 2 Marketing ROI
Customer acquisition
Tie 3 distributed teams and 3 Real-time personalization Tie 3
and Brand awareness
Real-time personalization

91% 100%

Marketing performance 2 Budget allocation and optimization
data privacy changes have 2 the importance of having a
KPIs and goals
3 Customer data collection 3
31% 28%
Marketing analytics
53% 38% 7%
and measurement
data platform
40% 47% 12%
and personalization

United States

2 Real-time personalization 2 2 Brand awareness
3 Cross-channel analytics 3 Real-time personalization 3 Marketing ROI

96% 99%

data privacy changes have 2 the importance of having a 2 Budget allocation and optimization
KPIs and goals
22% 27%
Marketing analytics
53% 38% 8%
and measurement
data platform
49% 44% 6%
and personalization

Architecture, Engineering, Construction, and Real Estate

2
2 Real-time personalization distributed teams 2 Customer acquisition
Shared marketing and Real-time personalization and

3 Tie 3 3 Marketing ROI
sales business objectives Cross-channel analytics

87% 96%

data privacy changes have 2 Personalization strategies the importance of having a 2 Employee resources and skill sets
3 Marketing budget allocation 3 Budget allocation and optimization
32% 22%
Marketing analytics
49% 41% 5%
and measurement
data platform
49% 36% 10%
and personalization

Automotive
1 Data quality 1 Shared marketing and sales 1 Customer satisfaction

business objectives
2 Cross-channel analytics 2 Data quality 2 Channel metrics
3
Collaboration across Tie 3
Customer acquisition and
distributed teams distributed teams Brand awareness

90% 99%
Customer data collection and
Tie 1 1 Manual data integration processes
Marketing budget allocation
data privacy changes have 2 Vendor selection the importance of having a 2 Budget allocation and optimization
they measure performance. all cross-channel marketing. Alignment across teams
3 Personalization strategies 3
on measurement and reporting
30% 23%
Marketing analytics
54% 33% 10%
and measurement
data platform
50% 41% 8%
and personalization

Communications

channels/platforms
2 Cross-channel analytics 2 Data quality 2 Customer acquisition
Collaboration across Collaboration across

3 3 3 Marketing ROI
distributed teams distributed teams

89% 98%
of marketers agree that recent Marketing budget allocation and of marketers emphasize
data privacy changes have Tie 2 the importance of having a 2 Employee resources and skill sets
3 3 Budget allocation and optimization
KPIs and goals
31% 21%
Marketing analytics
52% 36% 11%
and measurement
data platform
49% 39% 10%
and personalization

Consumer Goods
2 Cross-channel analytics Shared marketing and sales

2 2 Customer acquisition
business objectives
Tie 3 channels/platforms and 3 Testing new marketing 3 Marketing ROI
channels/platforms

91% 99%
of marketers agree that recent of marketers emphasize Manual data integration processes
data privacy changes have 2 Marketing budget allocation the importance of having a Tie 2 and Alignment across teams on
fundamentally changed how complete, centralized view of measurement and reporting
3 3 Budget allocation and optimization
KPIs and goals
32% 22%
Marketing analytics
54% 37% 8%
and measurement
data platform
49% 40% 9%
and personalization

Energy & Utilities

Data quality and Real-time Shared marketing and sales

Tie 1 1 1 Customer satisfaction
personalization business objectives
Collaboration across distributed
Tie 2 teams and Cross-channel analytics 2 Data quality 2 Customer acquisition
and AI performance insights
Shared marketing and sales Collaboration across
Tie 3 business objectives and Testing 3 3 Channel metrics
distributed teams

90% 97%
data privacy changes have
2 Marketing budget allocation the importance of having a 2 Budget allocation and optimization
Tie 3 KPIs and goals and 3 Employee resources and skill sets
28% 25%
Marketing analytics
48% 38% 11%
and measurement
data platform
45% 41% 11%
and personalization

Financial Services
2 Cross-channel analytics 2
2 Customer acquisition
Shared marketing and Collaboration across

3 3 3 Marketing ROI
sales business objectives distributed teams

89% 99%
of marketers agree that recent of marketers emphasize Budget allocation and

data privacy changes have 2 Marketing budget allocation the importance of having a Tie 2
optimization and Siloed data
fundamentally changed how complete, centralized view of and Alignment across teams on
they measure performance. all cross-channel marketing. measurement and reporting
3
KPIs and goals 3 Employee resources and skill sets
26% 27%
Marketing analytics
52% 36% 9%
and measurement
data platform
46% 42% 9%
and personalization

Government
1 Data quality 1 Data quality 1 Customer acquisition
2
Collaboration across Testing new marketing Customer satisfaction and
2 Tie 2
distributed teams channels/platforms Marketing-generated pipe
Testing new marketing Collaboration across

3 3 3 Channel metrics
channels/platforms distributed teams

90% 98%
1 1 Employee resources and skill sets
KPIs and goals strategies
Alignment across teams on
data privacy changes have 2 Personalization strategies the importance of having a 2
29% 28%
Marketing analytics
49% 40% 10%
and measurement
data platform
45% 43% 9%
and personalization

Healthcare
distributed teams
2 Cross-channel analytics 2 Data quality 2 Marketing ROI
Shared marketing and Customer acquisition

3 3 Cross-channel analytics Tie 3
sales business objectives and Brand awareness

93% 99%
of marketers agree that recent Marketing performance of marketers emphasize

data privacy changes have Tie 2 KPIs and goals and the importance of having a 2 Employee resources and skill sets
fundamentally changed how Personalization strategies complete, centralized view of
27% 25%
Marketing analytics
48% 40% 8%
and measurement
data platform
50% 36% 12%
and personalization

Life Sciences & Biotechnology


2 sales business objectives and 2
Tie
sales business objectives 2 Marketing ROI
Collaboration across Real-time personalization and
Tie 3 distributed teams and Tie 3 3 Customer acquisition
Testing new marketing channels/platforms
Unified customer profiles

90% 99%
1 Customer data collection 1 Manual report generation processes

data privacy changes have 2 Marketing budget allocation the importance of having a 2 Employee resources and skill sets
KPIs and goals
32% 25%
Marketing analytics
49% 40% 7%
and measurement
data platform
53% 34% 11%
and personalization

Manufacturing
1 Data quality 1 Data quality 1 Marketing ROI
2
Shared marketing and 2
sales business objectives channels/platforms 2 Customer acquisition
3 Cross-channel analytics 3 3 Brand awareness
distributed teams

89% 99%
1 Customer data collection 1 Employee resources and skillsets

data privacy changes have 2 the importance of having a 2 Manual data integration processes
KPIs and goals
33% 25%
Marketing analytics
49% 40% 10%
and measurement
data platform
46% 42% 9%
and personalization

Media & Entertainment

distributed teams
2 Real-time personalization 2 Data quality 2 Marketing ROI

3 3 Cross-channel analytics 3 Customer acquisition
channels/platforms

90% 99%

data privacy changes have 2 Personalization strategies the importance of having a 2 Budget allocation and optimization
33% 21%
Marketing analytics
54% 35% 10%
and measurement
data platform
53% 36% 10%
and personalization

Nonprofit
1 Data quality 1 1 Channel metrics
distributed teams
2 Cross-channel analytics Data quality and Shared marketing

Tie 2 2 Customer acquisition
and sales business objectives
teams and Testing new marketing Artificial Intelligence
Tie 3
channels/platforms and Unified
3 3 Brand awareness
customer profiles

89% 97%
1 Personalization strategies 1 Employee resources and skillsets

data privacy changes have 2 Customer data collection the importance of having a 2 Siloed data
3 Vendor selection 3 Manual data integration processes
28% 25%
Marketing analytics
47% 39% 12%
and measurement
data platform
52% 37% 11%
and personalization

Professional & Business Services

distributed teams
2
Collaboration across Data quality and Testing new
distributed teams Tie 2 2 Customer acquisition
marketing channels/platforms
3 3 Real-time personalization 3 Brand awareness

90% 100%
1 Customer data collection 1 Employee resources and skillsets

data privacy changes have 2 Personalization strategies the importance of having a 2 Manual data integration processes
28% 22%
Marketing analytics
58% 36% 4%
and measurement
data platform
51% 39% 9%
and personalization

Retail
Shared marketing and 2 Real-time personalization

2 2 Marketing ROI
3 Cross-channel analytics Tie 3 teams and Testing new 3 Brand awareness
marketing channels/platforms

92% 98%

data privacy changes have 2 Customer data collection the importance of having a 2 Budget allocation and optimization
3 3 Employee resources and skill sets
KPIs and goals
in Response to Data Privacy Changes

Technology Investments In
30% 25%
Marketing analytics
53% 39% 7%
and measurement
data platform
48% 41% 9%
and personalization

Supply Chain & Logistics

Cross-channel analytics and Shared marketing and sales business

Tie 2 Tie 2 objectives and Collaboration 2 Customer acquisition
Real-time personalization across distributed teams
Collaboration across Testing new marketing
3 3 3 Marketing ROI
distributed teams channels/platforms

91% 99%

3 Personalization strategies 3 Budget allocation and optimization
33% 22%
Marketing analytics
55% 33% 10%
and measurement
data platform
54% 37% 6%
and personalization

Technology
2
distributed teams distributed teams 2 Customer acquisition
Testing new marketing Shared marketing and

3 3 3 Marketing ROI
channels/platforms sales business objectives

92% 99%

KPIs and goals
29% 20%
Marketing analytics
59% 34% 6%
and measurement
data platform
53% 36% 8%
and personalization

Travel & Hospitality

distributed teams
2
distributed teams 2 Data quality 2 Customer acquisition
Shared marketing and Testing new marketing

3 3 3 Marketing ROI
sales business objectives channels/platforms

84% 100%

data privacy changes have 2 Vendor selection the importance of having a 2 Budget allocation and optimization
3 Personalization strategies 3 Employee resources and skill sets
37% 23%
Marketing analytics
50% 43% 8%
and measurement
data platform
49% 41% 8%
and personalization

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does not constitute an endorsement. Salesforce.com does not warrant the accuracy or completeness of any information, text, graphics, links, or other items contained
within this guide. Salesforce.com does not guarantee you will achieve any specific results if you follow any advice in the report. It may be advisable for you to consult
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Salesforce Research Third Marketing Intelligence Report

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THIRD EDITION

What You’ll Find

• How marketers define their roles in the

• How marketers are adapting to a

• The role of data in marketing-led growth

• Trends in cross-channel marketing

2,583 marketing decision makers

Salesforce Research provides data-driven insights to help

What You’ll Find

Additionally, six in-depth interviews were conducted High Performer (n = 439)

Due to rounding, not all percentage totals in this report

See page 22 for detailed survey demographics.

01 | Marketers Welcome a Dual Mandate in the Digital-First Era . . . . . . . . . . . . . . . . . . . . . . . . . 06

02 | Data Privacy Changes Inspire Strategic Shifts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 08

03 | Success Means Data, and Data Means Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

04 | Cross-Channel Views Are a Dream Under Construction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

05 | Data-Driven Marketing Requires Speed to Insight . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Look Ahead: Tactics and Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

05 Data-Driven Marketing Requires Speed to Insight

* Salesforce State of the Connected Customer, October 2020.

Eighty percent of marketers surveyed

experience initiatives across the business.* Return on marketing 40%

marketing function as critical for Channel 34%

However, despite the importance of

Case in point: proving marketing's impact on

02 Data Privacy Changes

Hit sales or business targets 42%

Create personalized 90% of marketers agree that

Measure marketing ROI 37%

Accordingly, marketers are facing headwinds

02 Data Privacy Changes

More often than not, marketers are

Customer data platform in platforms that help them measure

02 Data Privacy Changes

Event marketing 41% 43% 13%

Affiliate marketing 39% 48% 9%

Out-of-home marketing 38% 44% 12%

Increased Stayed the same Decreased

03 Success Means Data,

03 Success Means Data,

Data governance/management processes 36%

Further, data integration processes such as

03 Success Means Data,

about it. Only about one in five marketers Total

on any analytics component. In particular, data access

Connecting data 32%

45% of underperformers.* and dashboards

Prioritizing data quality can also be pacing practices 18%

performers are two times more likely practices 17%

03 Success Means Data,

Only 51% of marketing teams Technology dedicated

currently have employees Cross-channel

Even fewer have resources dedicated to

Still, marketers intend to catch up: About

Yet 71% of marketers evaluate the

Evaluate each platform's

An even mix of the two Many marketers have begun to simplify

Respondents were allowed to select up to three responses.

MEDIA STRATEGY DIRECTOR High performers

Frequency Marketers Monitor Cross-Channel Performance

If I don't get the data on

then that's also a handicap. We

CHIEF MARKETING OFFICER