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).