Trends and Tactics Driving Marketing ROI

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For this report, Salesforce Research surveyed over 4,100 marketing leaders worldwide to discover:

• Which metrics marketers track – and plan to track

• How measurement efforts are increasingly shared between marketing and other teams

• Which channels and strategies lead to marketing ROI

• How marketers are generating ROI with artificial intelligence – and what the future may hold

Data in this report is a subset of findings from the fifth edition of the “State of Marketing” study conducted August 13 through September 23, 2018 — a double-blind survey of over 4,100 full-time marketing leaders holding a manager or higher leadership role. Survey respondents are from North America, Latin America, Europe, and Asia Pacific. All respondents are third-party panelists (not limited to Salesforce customers). For further survey demographics, see page 18. 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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Source: sales force





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