IS YOUR
CUSTOMER SERVICE

10 mile markers to success, based on the “State of Marketing” research

High-Performing

Marketer’s Map

More than any previous generation, millennials expect their interactions with your business to be not only fast and easy, but personalized. And they’re willing to pay more for this type of 1:1 experience.
let’s get started

Today, marketing is more complex than ever. You need a map and a vision to guide you toward success. Why not follow the path of marketers who are succeeding? We surveyed 3,500 marketing leaders worldwide to discover how top teams are managing the customer experience, evolving priorities, and new technologies. Follow this map to start your journey toward becoming a high-performing marketer. Inside the map, you’ll learn 10 critical mile markers on the road to marketing success, based on our research. For more data to guide your quest, download the complete report.

View map guide
blaze your trail

The 10 Mile Markers of Marketing Success

Click a topic to Explore

Customer 
Experience

Artificial
Intelligence

Channel
Coordination

Sales
Alignment

Service
Collaboration

Tech Stacks

Roles for
Customer
Journeys

 

Single Customer View 
 

Broad Palette
of Channels

Data
Integration

X   close map

1

CUSTOMER EXPERIENCE FOCUS

Last year’s “State of Marketing” research established customer experience as a significant marketing focus. But beyond focusing on customer experience, marketing leaders are now battling over it. Customer experience is central to their go-to-market strategy, in how they aim to win new customers, and in how they’re keeping current customers happy. 

Almost two-thirds of marketers say their team is leading customer experience initiatives across the business.

Almost two-thirds of marketers say their team is leading customer experience initiatives across the business.

Sixty-eight percent of marketing leaders say their company is increasingly competing on the basis of customer experience. And although delivering a superior customer experience requires attention from every facet of the business, marketing leaders — particularly high performers — feel they’re leading the charge. Almost two-thirds of marketers say their team is leading customer experience initiatives across the business. Among top teams, that number rises to 89%.

Kick off your journey toward becoming a top marketer with a close look at the customer experience.

PERCENTAGE of Marketing Leaders Who Strongly Agree or Agree with the Following Statements

High Performers vs. Underperformers

Marketing is increasingly competing on the basis of customer experience

86%

69%

43%

2.0x
more likely

Marketing is leading customer initiatives across the business

89%

66%

33%

2.7x
more likely

High performers

Moderate performers

Underperformers

J

 

VIEW MAP

The 10 Mile Markers of Marketing Success

Click a topic to Explore

Customer 
Experience

Artificial
Intelligence

Channel
Coordination

Sales
Alignment

Service
Collaboration

Tech Stacks

Roles for
Customer
Journeys

 

Single Customer View 
 

Broad Palette of Channels

Data
Integration

X   close map

2

ARTIFICIAL INTELLIGENCE

Marketers anticipate AI use will grow by 53% — a much higher rate than any other technology.

AI is the leading technology where marketers expect the most growth over the next two years. Marketers anticipate AI use will grow by 53% — a much higher rate than any other technology. As the new kid on the block, AI is attracting attention for its emerging and future marketing use cases.

 

About half (51%) of marketing leaders are already using AI, at least in some capacity, with more than a quarter planning to pilot it in the next two years. Unsurprisingly, high performers lead the way with 72% reporting current use. While usage seems high for a tech type that’s still in its infancy, AI has its roots in tactics like product recommendations and predictive lead scoring, which successful marketers have been using for years.

Do as the high performers do: plan to incorporate AI into your marketing.

High Performers vs.
Underperformers

2.2x
more likely to say they’re currently
using artificial intelligence (AI)

J

 

VIEW MAP

The 10 Mile Markers of Marketing Success

Customer 
Experience

Artificial
Intelligence

Channel
Coordination

Sales
Alignment

Service
Collaboration

Tech Stacks

Roles for
Customer
Journeys

 

Single Customer View 
 

Broad Palette of Channels

Data
Integration

X   close map

3

CHANNEL COORDINATION

Over the past 12–18 months, 63% of all marketers say their company has become more focused on expanding marketing efforts across channels and devices. Driven by customers’ expectations to be consistently recognized and remembered across every interaction, top marketers pay special attention to how they’re coordinating marketing across channels, not just how many channels they touch. High performers are 12.8x more likely than underperformers to heavily coordinate their marketing efforts across channels.

High performers are 12.8x more likely than underperformers to heavily coordinate their marketing efforts across channels.

Don’t just add more channels to the mix — coordinate your message at every touchpoint.

VOLUME OF CHANNEL COORDINATION BY PERFORMANCE LEVEL

High performers

Moderate performers

Underperformers

43%

47%

11%

16%

69%

15%

3%

58%

38%

Heavy coordination

Moderate coordination

Minimal coordination

*   Heavy coordination is defined as coordination across 10–11 of the channels defined.

    Moderate coordination is defined as coordination across 4–9 of the channels defined.

    Minimal coordination is defined as coordination across 0–3 of the channels defined

J

 

ARTIFICIAL INTELLIGENCE

Marketers anticipate AI use will grow by 53% — a much higher rate than any other technology.

AI is the leading technology where marketers expect the most growth over the next two years. Marketers anticipate AI use will grow by 53% — a much higher rate than any other technology. As the new kid on the block, AI is attracting attention for its emerging and future marketing use cases.

 

About half (51%) of marketing leaders are already using AI, at least in some capacity, with more than a quarter planning to pilot it in the next two years. Unsurprisingly, high performers lead the way with 72% reporting current use. While usage seems high for a tech type that’s still in its infancy, AI has its roots in tactics like product recommendations and predictive lead scoring, which successful marketers have been using for years.

Do as the high performers do: plan to incorporate AI intor your marketing.

J

 

Let's get millennial

Learn  how to have smart conversations about service that are in tune with your customer base.

VIEW MAP

Customer 
Experience

Artificial
Intelligence

Channel
Coordination

Sales
Alignment

Service
Collaboration

Tech Stacks

Roles for
Customer
Journeys

 

Single Customer View 
 

Broad Palette of Channels

Data
Integration

X   close map

4

SALES & MARKETING ALIGNMENT

High performers are 2.2x more likely than underperformers to say marketing consistently provides sales with quality leads — and 2.1x more likely to say sales regularly provides key insights that shape marketing efforts.

Digging deeper into the collaboration habits of high performers, they’re at least twice as likely as underperformers to align with sales teams in a variety of ways. For top teams, this alignment starts by being empowered to collaborate with sales, sharing common goals and metrics, and understanding how their efforts impact individual accounts and customers. Winning marketing teams keep close tabs on their sales counterparts’ needs, and value two-way communication. High performers are 2.2x more likely than underperformers to say marketing consistently provides sales with quality leads — and 2.1x more likely to say sales regularly provides key insights that shape marketing efforts.

To become a high-performing marketer, prioritize your alignment with sales.

Percentage of Marketing Leaders Who Strongly Agree or Agree with the Following Statements about Their Relationships with Sales

High Performers vs. Underperformers

I understand how marketing’s efforts impact individual accounts/customers

92%

70%

45%

2.0x
more likely

Marketing consistently provides sales with quality leads

90%

70%

41%

2.2x
more likely

Marketing and sales are empowered to collaborate

91%

69%

45%

2.0x
more likely

Marketing and sales share common goals and metrics

91%

69%

45%

2.1x
more likely

Marketing understands what sales needs to succeed

89%

68%

45%

2.0x
more likely

Sales regularly provides key insights that shape marketing efforts

91%

67%

43%

2.1x
more likely

Marketing shares data insights (e.g., channel usage, campaign effectiveness)

90%

67%

42%

2.1x
more likely

High performers

Moderate performers

Underperformers

J

 

VIEW MAP

Customer 
Experience

Artificial
Intelligence

Channel
Coordination

Sales
Alignment

Service
Collaboration

Tech Stacks

Roles for
Customer
Journeys

 

Single Customer View 
 

Broad Palette of Channels

Data
Integration

X   close map

5

UNIFIED SERVICE & MARKETING

As with successful sales partnerships, high-performing marketing and service teams align to ensure a more consistent experience for customers. Top teams are 2.2x more likely than underperformers to alert service to special offers and promotions — and 2.5x more likely to say service alerts them to suppress marketing when there’s a known issue.

Since a company’s brand is often defined as “the sum of all conversations” happening, the role of service in branding cannot be overstated. Social media channels are the perfect place to start working more frequently with service, as top marketing teams are 2.4x more likely than underperformers to say they collaborate with service teams to respond to social inquiries and issues.

Top marketing teams are 2.4x more likely than underperformers to say they collaborate with service teams to respond to social inquiries and issues.

Learn from top marketing teams and unify service experiences with your marketing.

Percentage of Marketing Leaders Who Strongly Agree or Agree with the Following Statements about Their Relationships with Service

High Performers vs. Underperformers

Marketing and service collaborate on a regular basis

90%

66%

42%

2.1x
more likely

Marketing alerts service to special promotions and offers

87%

67%

39%

2.2x
more likely

Marketing and service share common goals and metrics

89%

64%

39%

2.3x
more likely

Service collaborates with marketing to manage and respond to social inquiries and issues

88%

64%

37%

2.4x
more likely

Marketing is suppressed when a customer has an open service case

81%

55%

33%

2.5x
more likely

High performers

Moderate performers

Underperformers

J

 

VIEW MAP

Customer 
Experience

Artificial
Intelligence

Channel
Coordination

Sales
Alignment

Service
Collaboration

Tech Stacks

Roles for
Customer
Journeys

 

Single Customer View 
 

Broad Palette of Channels

Data
Integration

X   close map

6

THE RIGHT TECH STACK

Leading teams also lean more heavily on an array of marketing technology. High performers report using, on average, 15 out of the 17 tools and technologies included in the “State of Marketing” survey compared to only eight for underperformers. This means top teams are 14x more likely to be heavy tech adopters. Even though top teams are using more technologies, they’re making a greater effort to ensure the end messages they’re sending customers are more coordinated between channels, as covered in Mile Marker 3.

Zooming in on the specifics of their technology stack, top teams’ current tools are significantly more effective. For instance, high performers are 3x more likely than underperformers to say their current tech stack is very effective at driving collaboration across the business (e.g., sales, service, and marketing). They’re also 2.4x more likely to say their current tech stack is very effective at increasing productivity.

For productivity and collaboration gains, lean on technology to enhance what your marketing team is already doing.

Top marketing teams are 14x more likely to be heavy tech adopters.

Percentage Who Say Their Current Technology Stack Is Extremely or Very Effective at Delivering the Following

High Performers vs. Underperformers

Collaboration across the business (e.g., across sales, service, and marketing)

30%

56%

88%

3.0x
more likely

Collaboration across marketing functions)

27%

55%

85%

3.2x
more likely

Increased productivity)

36%

61%

86%

2.4x
more likely

Better analytic insights)

31%

59%

86%

2.8x
more likely

Improved marketing efficiencies (e.g., automating tasks, etc.)

32%

58%

86%

2.6x
more likely

More efficient spending

35%

58%

86%

2.4x
more likely

More cohesive view of customer data

32%

59%

85%

2.7x
more likely

High performers

Moderate performers

Underperformers

J

 

VIEW MAP

Customer 
Experience

Artificial
Intelligence

Channel
Coordination

Sales
Alignment

Service
Collaboration

Tech Stacks

Roles for
Customer
Journeys

 

Single Customer View 
 

Broad Palette of Channels

Data
Integration

X   close map

7

NEW ROLES TO FIT THE CUSTOMER JOURNEY

Most facets of marketing are evolving at a breakneck speed: geotargeting, customer expectations, and AI capabilities, to name only a few. But what about marketing roles at your company? Have people filled essentially the same roles since the pre-iPhone era?

73%of high-performing marketers say they’re more focused on evolving to roles aligned with a customer journey.

Seventy-three percent of high-performing marketers say they’re more focused on evolving from a traditional marketing structure to roles that are better aligned with a true customer journey strategy. Compare that number to 61% of moderate performers and just 43% of underperformers. Marketing has expanded to encompass the entire customer experience, so it’s time for job descriptions and responsibilities to follow suit.

Update your team’s roles and responsibilities to reflect the customer journey, not marketing standards of 10 years ago.

Percentage of Marketing Leaders Who Say They’re Much More Focused on the Following

High Performers vs. Underperformers

Evolving from a traditional marketing structure to roles aligned with a customer journey strategy

73%

61%

43%

1.7x
more likely

High performers

Moderate performers

Underperformers

J

 

VIEW MAP

Customer 
Experience

Artificial
Intelligence

Channel
Coordination

Sales
Alignment

Service
Collaboration

Tech Stacks

Roles for
Customer
Journeys

 

Single Customer View 
 

Broad Palette of Channels

Data
Integration

X   close map

8

A SINGLE VIEW OF THE CUSTOMER

On the path to delivering connected customer experiences, marketers continue to wrestle with gaining a single view of the customer and leveraging data from different sources. The difficulty of gaining this single customer view is compounded by elevated customer expectations and the tremendous growth of newer marketing channels.

 

High-performing teams excel at creating a shared, single view of their customer, with 93% reporting that they’re extremely or very satisfied with their ability to do so. For underperformers looking for areas to increase effectiveness, creating a single view of the customer should be a top priority — because it’s essential to building a true customer journey.

High-performing teams excel at creating a shared, single view of their customer

Emulate high-performing marketers by creating a shared, single view of the customer.

Percentage of Marketing Leaders Who Say They’re Extremely Satisfied or Very Satisfied with Their Ability to Do the Following

High Performers vs. Underperformers

Create a shared, single view of the customer

93%

58%

24%

3.8x
more likely

High performers

Moderate performers

Underperformers

J

 

VIEW MAP

Customer 
Experience

Artificial
Intelligence

Channel
Coordination

Sales
Alignment

Service
Collaboration

Tech Stacks

Roles for
Customer
Journeys

 

Single Customer View 
 

Broad Palette of Channels

Data
Integration

X   close map

9

BROAD PALETTE OF CHANNELS

Customers find out about products and services through hundreds of channels. That means marketers have more communication vessels at their disposal, but it also means a lot more work in creating original content on each one.

High-performing marketers use nearly twice the number of channels as underperformers

High-performing marketers use nearly twice the number of channels as underperformers (11 channels on average, versus six), so they’re reaching customers in more places. But instead of just recycling the same content over and over, high performers are also twice as likely as underperformers to evolve messages across channels. The combination of more channels, superior channel coordination (see Mile Marker 3), and unique content fuels their success.

Combine more channels with organized channel-by-channel coordination for elevated marketing success.

Average Number of Channels Used by Performance Level

High performers

Moderate performers

Underperformers

J

 

VIEW MAP

Customer 
Experience

Artificial
Intelligence

Channel
Coordination

Sales
Alignment

Service
Collaboration

Tech Stacks

Roles for
Customer
Journeys

 

Single Customer View 
 

Broad Palette of Channels

Data
Integration

X   close map

10

DATA INTEGRATION

In marketing personalization, 1-to-1 is the ultimate goal — but you can't get there without data.

Regardless of whether you’re in B2B or B2C, and whether your company is large or small, data is truly the building block for every personalized marketing interaction. It’s what allows you to talk to each of your customers with full cognizance of their likes, dislikes, and past history with your brand. (That’s the goal, anyway.)

The journey’s never over: Maintain a focus on data integration amid every marketing effort.

PERCENTAGE OF MARKETING LEADERS WHO SAY THEY’RE EXTREMELY SATISFIED OR VERY SATISFIED WITH THEIR ABILITY TO DO THE FOLLOWING

High Performers vs. Underperformers

Leverage the data we collect on customers to create more relevant experiences

95%

59%

22%

4.3x
more likely

High performers

Moderate performers

Underperformers

High-performing marketers are 4.2x more likely than underperformers to be satisfied with their ability to use data to craft more relevant experiences. Even though high performers use more tools and channels than underperformers (and thus have more data to juggle — see Mile Marker 6 and 9), they’re still more likely to make sense of all this data by integrating sources.

 

If you’re not creating personalized customer experiences now, implement a strong focus on data integration across channels, silos, and departments to reach this goal in the future. The journey’s never over: Maintain a focus on data integration amid every marketing effort.

J

 

Personalized

The days of scripted customer service responses and “hold please” are long gone. Millennials expect brands to be authentic and have a more informal attitude when it comes to customer service. In addition to texting, mobile messaging apps are key to how people communicate now, using Facebook Chat, Slack, WhatsApp, and more, often interchangeably. This mobile messaging is extremely personal, and that expectation for personalization has rubbed off on customer service.

Ultimately, personalization hinges on your business having a 360-degree view of each customer across all departments. Companies have tons of customer data, but aren’t able to make the most of it. The companies excelling in the Age of the Customer let service insights inform the entire business, and vice versa. These businesses easily share data and get complete customer insights across sales, service, marketing, and product.

HOW CAN YOU CONNECT?

LiveMessage is the easy, cost-effective way for you to deliver a more personalized conversation using the messaging apps customers prefer. No longer tied to a web browser, customers can get in touch with an agent instantly, get the answers they need, and get on their way. 

As the previous 10 mile markers show, the road to marketing success is already paved with best practices. By taking a cue from what high-performing marketers are doing and how they’re collaborating with other teams, you’re now armed with a blueprint for more effective marketing.

The journey’s never over. Take a cue from high-performing marketers to pave your path to marketing success.

Discover more resources

State of Marketing Report

Download the fourth annual “State of Marketing” report to see the biggest trends influencing marketers today.

Salesforce Marketing Cloud

See how the Customer Success Platform can help you join the ranks of high performers.

SEE DEMO

VIEW MAP

The 10 Mile Markers of Marketing Success

Click a topic to Explore

Customer 
Experience

Artificial
Intelligence

Channel
Coordination

Sales
Alignment

Service
Collaboration

Tech Stacks

Roles for
Customer
Journeys

 

Single Customer View 
 

Broad Palette of Channels

Data
Integration

X   close map

HIGH-PERFORMING
MARKETERS MAP

10 mile markers to success, based on the “State of Marketing” research

High-Performing

Marketer’s Map

10 mile markers to success, based on the “State of Marketing” research
let’s get started

Today, marketing is more complex than ever. You need a map and a vision to guide you toward success. Why not follow the path of marketers who are succeeding? We surveyed 3,500 marketing leaders worldwide to discover how top teams are managing the customer experience, evolving priorities, and new technologies. Follow this map to start your journey toward becoming a high-performing marketer. Inside the map, you’ll learn 10 critical mile markers on the road to marketing success, based on our research. For more data to guide your quest, download the complete report.

View map guide
blaze your trail

The 10 Mile Markers of Marketing Success

Click a topic to Explore

Customer 
Experience

Artificial
Intelligence

Channel
Coordination

Sales
Alignment

Service
Collaboration

Tech Stacks

Roles for
Customer
Journeys

 

Single Customer View 
 

Broad Palette of Channels

Data
Integration

X   close map

1

CUSTOMER EXPERIENCE FOCUS

Last year’s “State of Marketing” research established customer experience as a significant marketing focus. But beyond focusing on customer experience, marketing leaders are now battling over it. Customer experience is central to their go-to-market strategy, in how they aim to win new customers, and in how they’re keeping current customers happy. 

Almost two-thirds of marketers say their team is leading customer experience initiatives across the business.

Almost two-thirds of marketers say their team is leading customer experience initiatives across the business.

Sixty-eight percent of marketing leaders say their company is increasingly competing on the basis of customer experience. And although delivering a superior customer experience requires attention from every facet of the business, marketing leaders — particularly high performers — feel they’re leading the charge. Almost two-thirds of marketers say their team is leading customer experience initiatives across the business. Among top teams, that number rises to 89%.

Kick off your journey toward becoming a top marketer with a close look at the customer experience.

PERCENTAGE of Marketing Leaders Who Strongly Agree or Agree with the Following Statements

Marketing is increasingly competing on the basis of customer experience

86%

69%

43%

High Performers vs. Underperformers

2.0x
more likely

Marketing is leading customer initiatives across the business

89%

66%

33%

High Performers vs. Underperformers

2.7x
more likely

High performers

Moderate performers

Underperformers

J

 

VIEW MAP

The 10 Mile Markers of Marketing Success

Click a topic to Explore

Customer 
Experience

Artificial
Intelligence

Channel
Coordination

Sales
Alignment

Service
Collaboration

Tech Stacks

Roles for
Customer
Journeys

 

Single Customer View 
 

Broad Palette of Channels

Data
Integration

X   close map

2

ARTIFICIAL INTELLIGENCE

Marketers anticipate AI use will grow by 53% — a much higher rate than any other technology.

AI is the leading technology where marketers expect the most growth over the next two years. Marketers anticipate AI use will grow by 53% — a much higher rate than any other technology. As the new kid on the block, AI is attracting attention for its emerging and future marketing use cases.

 

About half (51%) of marketing leaders are already using AI, at least in some capacity, with more than a quarter planning to pilot it in the next two years. Unsurprisingly, high performers lead the way with 72% reporting current use. While usage seems high for a tech type that’s still in its infancy, AI has its roots in tactics like product recommendations and predictive lead scoring, which successful marketers have been using for years.

Do as the high performers do: plan to incorporate AI into your marketing.

High Performers vs.
Underperformers

2.2x
more likely to say they’re currently
using artificial intelligence (AI)

J

 

VIEW MAP

The 10 Mile Markers of Marketing Success

Customer 
Experience

Artificial
Intelligence

Channel
Coordination

Sales
Alignment

Service
Collaboration

Tech Stacks

Roles for
Customer
Journeys

 

Single Customer View 
 

Broad Palette of Channels

Data
Integration

X   close map

3

CHANNEL COORDINATION

Over the past 12–18 months, 63% of all marketers say their company has become more focused on expanding marketing efforts across channels and devices. Driven by customers’ expectations to be consistently recognized and remembered across every interaction, top marketers pay special attention to how they’re coordinating marketing across channels, not just how many channels they touch. High performers are 12.8x more likely than underperformers to heavily coordinate their marketing efforts across channels.

High performers are 12.8x more likely than underperformers to heavily coordinate their marketing efforts across channels.

Don’t just add more channels to the mix — coordinate your message at every touchpoint.

VOLUME OF CHANNEL COORDINATION BY PERFORMANCE LEVEL

High performers

43%

47%

11%

Moderate performers

16%

69%

15%

Underperformers

3%

58%

38%

Heavy coordination

Moderate coordination

Minimal coordination

*   Heavy coordination is defined as coordination across 10–11 of the channels defined.

    Moderate coordination is defined as coordination across 4–9 of the channels defined.

    Minimal coordination is defined as coordination across 0–3 of the channels defined

J

 

ARTIFICIAL INTELLIGENCE

Marketers anticipate AI use will grow by 53% — a much higher rate than any other technology.

AI is the leading technology where marketers expect the most growth over the next two years. Marketers anticipate AI use will grow by 53% — a much higher rate than any other technology. As the new kid on the block, AI is attracting attention for its emerging and future marketing use cases.

 

About half (51%) of marketing leaders are already using AI, at least in some capacity, with more than a quarter planning to pilot it in the next two years. Unsurprisingly, high performers lead the way with 72% reporting current use. While usage seems high for a tech type that’s still in its infancy, AI has its roots in tactics like product recommendations and predictive lead scoring, which successful marketers have been using for years.

Do as the high performers do: plan to incorporate AI intor your marketing.

J

 

Let's get millennial

Learn  how to have smart conversations about service that are in tune with your customer base.

VIEW MAP

Customer 
Experience

Artificial
Intelligence

Channel
Coordination

Sales
Alignment

Service
Collaboration

Tech Stacks

Roles for
Customer
Journeys

 

Single Customer View 
 

Broad Palette of Channels

Data
Integration

X   close map

4

SALES & MARKETING ALIGNMENT

High performers are 2.2x more likely than underperformers to say marketing consistently provides sales with quality leads — and 2.1x more likely to say sales regularly provides key insights that shape marketing efforts.

Digging deeper into the collaboration habits of high performers, they’re at least twice as likely as underperformers to align with sales teams in a variety of ways. For top teams, this alignment starts by being empowered to collaborate with sales, sharing common goals and metrics, and understanding how their efforts impact individual accounts and customers. Winning marketing teams keep close tabs on their sales counterparts’ needs, and value two-way communication. High performers are 2.2x more likely than underperformers to say marketing consistently provides sales with quality leads — and 2.1x more likely to say sales regularly provides key insights that shape marketing efforts.

To become a high-performing marketer, prioritize your alignment with sales.

Percentage of Marketing Leaders Who Strongly Agree or Agree with the Following Statements about Their Relationships with Sales

I understand how marketing’s efforts impact individual accounts/customers

92%

70%

45%

High Performers vs. Underperformers

2.0x
more likely

Marketing consistently provides sales with quality leads

90%

70%

41%

High Performers vs. Underperformers

2.2x
more likely

Marketing and sales are empowered to collaborate

91%

69%

45%

High Performers vs. Underperformers

2.0x
more likely

Marketing and sales share common goals and metrics

91%

69%

45%

High Performers vs. Underperformers

2.1x
more likely

Marketing understands what sales needs to succeed

89%

68%

45%

High Performers vs. Underperformers

2.0x
more likely

Sales regularly provides key insights that shape marketing efforts

91%

67%

43%

High Performers vs. Underperformers

2.1x
more likely

Marketing shares data insights (e.g., channel usage, campaign effectiveness)

90%

67%

42%

High Performers vs. Underperformers

2.1x
more likely

High performers

Moderate performers

Underperformers

J

 

VIEW MAP

Customer 
Experience

Artificial
Intelligence

Channel
Coordination

Sales
Alignment

Service
Collaboration

Tech Stacks

Roles for
Customer
Journeys

 

Single Customer View 
 

Broad Palette of Channels

Data
Integration

X   close map

5

UNIFIED SERVICE & MARKETING

As with successful sales partnerships, high-performing marketing and service teams align to ensure a more consistent experience for customers. Top teams are 2.2x more likely than underperformers to alert service to special offers and promotions — and 2.5x more likely to say service alerts them to suppress marketing when there’s a known issue.

Since a company’s brand is often defined as “the sum of all conversations” happening, the role of service in branding cannot be overstated. Social media channels are the perfect place to start working more frequently with service, as top marketing teams are 2.4x more likely than underperformers to say they collaborate with service teams to respond to social inquiries and issues.

Top marketing teams are 2.4x more likely than underperformers to say they collaborate with service teams to respond to social inquiries and issues.

Learn from top marketing teams and unify service experiences with your marketing.

Percentage of Marketing Leaders Who Strongly Agree or Agree with the Following Statements about Their Relationships with Service

Marketing and service collaborate on a regular basis

90%

66%

42%

High Performers vs. Underperformers

2.1x
more likely

Marketing alerts service to special promotions and offers

87%

67%

39%

High Performers vs. Underperformers

2.2x
more likely

Marketing and service share common goals and metrics

89%

64%

39%

High Performers vs. Underperformers

2.3x
more likely

Service collaborates with marketing to manage and respond to social inquiries and issues

88%

64%

37%

High Performers vs. Underperformers

2.4x
more likely

Marketing is suppressed when a customer has an open service case

81%

55%

33%

High Performers vs. Underperformers

2.5x
more likely

High performers

Moderate performers

Underperformers

J

 

VIEW MAP

Customer 
Experience

Artificial
Intelligence

Channel
Coordination

Sales
Alignment

Service
Collaboration

Tech Stacks

Roles for
Customer
Journeys

 

Single Customer View 
 

Broad Palette of Channels

Data
Integration

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6

THE RIGHT TECH STACK

Leading teams also lean more heavily on an array of marketing technology. High performers report using, on average, 15 out of the 17 tools and technologies included in the “State of Marketing” survey compared to only eight for underperformers. This means top teams are 14x more likely to be heavy tech adopters. Even though top teams are using more technologies, they’re making a greater effort to ensure the end messages they’re sending customers are more coordinated between channels, as covered in Mile Marker 3.

Zooming in on the specifics of their technology stack, top teams’ current tools are significantly more effective. For instance, high performers are 3x more likely than underperformers to say their current tech stack is very effective at driving collaboration across the business (e.g., sales, service, and marketing). They’re also 2.4x more likely to say their current tech stack is very effective at increasing productivity.

For productivity and collaboration gains, lean on technology to enhance what your marketing team is already doing.

Top marketing teams are 14x more likely to be heavy tech adopters.

Percentage Who Say Their Current Technology Stack Is Extremely or Very Effective at Delivering the Following

High Performers vs. Underperformers

Collaboration across the business (e.g., across sales, service, and marketing)

30%

56%

88%

High Performers vs. Underperformers

3.0x
more likely

Collaboration across marketing functions)

27%

55%

85%

High Performers vs. Underperformers

3.2x
more likely

Increased productivity)

36%

61%

86%

High Performers vs. Underperformers

2.4x
more likely

Better analytic insights)

31%

59%

86%

High Performers vs. Underperformers

2.7x
more likely

Improved marketing efficiencies (e.g., automating tasks, etc.)

32%

58%

86%

High Performers vs. Underperformers

2.6x
more likely

More efficient spending

35%

58%

86%

High Performers vs. Underperformers

2.4x
more likely

More cohesive view of customer data

32%

59%

85%

High Performers vs. Underperformers

2.7x
more likely

High performers

Moderate performers

Underperformers

J

 

VIEW MAP

Customer 
Experience

Artificial
Intelligence

Channel
Coordination

Sales
Alignment

Service
Collaboration

Tech Stacks

Roles for
Customer
Journeys

 

Single Customer View 
 

Broad Palette of Channels

Data
Integration

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7

NEW ROLES TO FIT THE CUSTOMER JOURNEY

Most facets of marketing are evolving at a breakneck speed: geotargeting, customer expectations, and AI capabilities, to name only a few. But what about marketing roles at your company? Have people filled essentially the same roles since the pre-iPhone era?

73%of high-performing marketers say they’re more focused on evolving to roles aligned with a customer journey.

Seventy-three percent of high-performing marketers say they’re more focused on evolving from a traditional marketing structure to roles that are better aligned with a true customer journey strategy. Compare that number to 61% of moderate performers and just 43% of underperformers. Marketing has expanded to encompass the entire customer experience, so it’s time for job descriptions and responsibilities to follow suit.

Update your team’s roles and responsibilities to reflect the customer journey, not marketing standards of 10 years ago.

Percentage of Marketing Leaders Who Say They’re Much More Focused on the Following

Evolving from a traditional marketing structure to roles aligned with a customer journey strategy

73%

61%

43%

High Performers vs. Underperformers

1.7x
more likely

High performers

Moderate performers

Underperformers

J

 

VIEW MAP

Customer 
Experience

Artificial
Intelligence

Channel
Coordination

Sales
Alignment

Service
Collaboration

Tech Stacks

Roles for
Customer
Journeys

 

Single Customer View 
 

Broad Palette of Channels

Data
Integration

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8

A SINGLE VIEW OF THE CUSTOMER

On the path to delivering connected customer experiences, marketers continue to wrestle with gaining a single view of the customer and leveraging data from different sources. The difficulty of gaining this single customer view is compounded by elevated customer expectations and the tremendous growth of newer marketing channels.

 

High-performing teams excel at creating a shared, single view of their customer, with 93% reporting that they’re extremely or very satisfied with their ability to do so. For underperformers looking for areas to increase effectiveness, creating a single view of the customer should be a top priority — because it’s essential to building a true customer journey.

High-performing teams excel at creating a shared, single view of their customer

Emulate high-performing marketers by creating a shared, single view of the customer.

Percentage of Marketing Leaders Who Say They’re Extremely Satisfied or Very Satisfied with Their Ability to Do the Following

Create a shared, single view of the customer

93%

58%

24%

High Performers vs. Underperformers

3.8x
more likely

High performers

Moderate performers

Underperformers

J

 

VIEW MAP

Customer 
Experience

Artificial
Intelligence

Channel
Coordination

Sales
Alignment

Service
Collaboration

Tech Stacks

Roles for
Customer
Journeys

 

Single Customer View 
 

Broad Palette of Channels

Data
Integration

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9

BROAD PALETTE OF CHANNELS

Customers find out about products and services through hundreds of channels. That means marketers have more communication vessels at their disposal, but it also means a lot more work in creating original content on each one.

High-performing marketers use nearly twice the number of channels as underperformers

High-performing marketers use nearly twice the number of channels as underperformers (11 channels on average, versus six), so they’re reaching customers in more places. But instead of just recycling the same content over and over, high performers are also twice as likely as underperformers to evolve messages across channels. The combination of more channels, superior channel coordination (see Mile Marker 3), and unique content fuels their success.

Combine more channels with organized channel-by-channel coordination for elevated marketing success.

Average Number of Channels Used by Performance Level

High performers

Moderate performers

Underperformers

J

 

VIEW MAP

Customer 
Experience

Artificial
Intelligence

Channel
Coordination

Sales
Alignment

Service
Collaboration

Tech Stacks

Roles for
Customer
Journeys

 

Single Customer View 
 

Broad Palette of Channels

Data
Integration

X   close map

10

DATA INTEGRATION

In marketing personalization, 1-to-1 is the ultimate goal — but you can't get there without data.

Regardless of whether you’re in B2B or B2C, and whether your company is large or small, data is truly the building block for every personalized marketing interaction. It’s what allows you to talk to each of your customers with full cognizance of their likes, dislikes, and past history with your brand. (That’s the goal, anyway.)

The journey’s never over: Maintain a focus on data integration amid every marketing effort.

PERCENTAGE OF MARKETING LEADERS WHO SAY THEY’RE EXTREMELY SATISFIED OR VERY SATISFIED WITH THEIR ABILITY TO DO THE FOLLOWING

Leverage the data we collect on customers to create more relevant experiences

95%

59%

22%

High Performers vs. Underperformers

4.3x
more likely

High performers

Moderate performers

Underperformers

High-performing marketers are 4.2x more likely than underperformers to be satisfied with their ability to use data to craft more relevant experiences. Even though high performers use more tools and channels than underperformers (and thus have more data to juggle — see Mile Marker 6 and 9), they’re still more likely to make sense of all this data by integrating sources.

 

If you’re not creating personalized customer experiences now, implement a strong focus on data integration across channels, silos, and departments to reach this goal in the future. The journey’s never over: Maintain a focus on data integration amid every marketing effort.

J

 

Personalized

The days of scripted customer service responses and “hold please” are long gone. Millennials expect brands to be authentic and have a more informal attitude when it comes to customer service. In addition to texting, mobile messaging apps are key to how people communicate now, using Facebook Chat, Slack, WhatsApp, and more, often interchangeably. This mobile messaging is extremely personal, and that expectation for personalization has rubbed off on customer service.

Ultimately, personalization hinges on your business having a 360-degree view of each customer across all departments. Companies have tons of customer data, but aren’t able to make the most of it. The companies excelling in the Age of the Customer let service insights inform the entire business, and vice versa. These businesses easily share data and get complete customer insights across sales, service, marketing, and product.

HOW CAN YOU CONNECT?

LiveMessage is the easy, cost-effective way for you to deliver a more personalized conversation using the messaging apps customers prefer. No longer tied to a web browser, customers can get in touch with an agent instantly, get the answers they need, and get on their way. 

As the previous 10 mile markers show, the road to marketing success is already paved with best practices. By taking a cue from what high-performing marketers are doing and how they’re collaborating with other teams, you’re now armed with a blueprint for more effective marketing.

The journey’s never over. Take a cue from high-performing marketers to pave your path to marketing success.

Discover more resources

State of Marketing Report

Download the fourth annual “State of Marketing” report to see the biggest trends influencing marketers today.

Salesforce Marketing Cloud

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