02Shifting Priorities Spark Organizational Change State of Marketing 18 As with successful sales partnerships, high- Service and Marketing Unite for Consistent Customer Experiences performing marketing and service teams align to ensure a more consistent experience for Top marketing teams are more than twice as likely as underperformers customers. Top teams are 2.2x more likely than to collaborate with their service counterpart. underperformers to alert service to special offers and promotions — and 2.5x more likely to say Percentage of Marketing Leaders Who Strongly Agree or Agree High Performers vs. service alerts them to suppress marketing when with the Following Statements about Their Relationships with Service Underperformers there’s a known issue. Since a company’s brand is often defined as “the Marketing and service collaborate 90% 2.1x on a regular basis 66% more likely sum of all conversations” happening, the role of 42% service in branding cannot be overstated. Most 87% service professionals, in fact, feel that service has Marketing alerts service to special 67% 2.2x the largest impact on how customers perceive promotions and offers 39% more likely their brand.* Regardless of whether marketing agrees with that sentiment, the takeaway is that 89% brand reputation depends on collaboration Marketing and service share 64% 2.3x common goals and metrics 39% more likely between these departments. Service collaborates with marketing 88% Thanks to the boom in social media, 65% of to manage and respond to social 64% 2.4x marketers agree that customers broadcast inquiries and issues 37% more likely positive experiences more publicly than they did five years ago (and 61% say the same Marketing is suppressed when a 81% 2.5x about negative experiences). To accommodate customer has an open service case 55% more likely changing customer behaviors, 64% of marketing 33% teams work in tandem with service to manage High performers Moderate performers Underperformers social inquiries and issues. * Salesforce Research “State of Service,” Salesforce Research, January 2017.