Fifth edition - Insights and trends from over 4,100 marketing leaders worldwide State of Marketing

For the fifth edition of our “State of Marketing” report, Salesforce Research surveyed over 4,100 marketing leaders worldwide to discover how:

  • Cross-functional dynamics are shifting to satisfy customer and business demands
  • Data — and how it’s used — is transforming how marketers operate
  • Personalization is becoming more refined at the crossroads of intelligence and trust
  • New standards of engagement are inspiring and challenging marketers

Data in this report is from a double-blind survey conducted from August 13 through September 23, 2018, that generated 4,101 responses from full-time marketing leaders — those holding a manager or higher leadership role. Survey respondents are from North America, Latin America, AsiaPacific, and Europe. All respondents are third-party panelists (not limited to Salesforce customers). For further survey demographics, see page 56. Due to rounding, not all percentage totals in this report equal 100%. All comparison calculations are made from total numbers (not rounded numbers).


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