Appendix C State of Marketing 44 Shifting Priorities Spark Organizational Change Modern marketing is dependent on relationships between business units. Sixty-nine percent of marketing teams share common goals and metrics with sales teams; 64% say the same for customer service. Percentage of Marketing Leaders Who Strongly Agree or Agree with the Following Statements about Their Relationship with Service Marketing and service collaborate on a regular basis 66% Marketing alerts service to special promotions and offers 66% Marketing and service share common goals and metrics 64% Service collaborates with marketing to manage and respond to social inquiries and issues 64% Marketing is suppressed when a customer has an open service case 56% Percentage of Marketing Leaders Who Strongly Agree or Agree with the Following Statements about Their Relationship with Sales I understand how marketing’s efforts impact individual accounts/customers 70% Marketing consistently provides sales with quality leads 69% Marketing and sales are empowered to collaborate 69% Marketing and sales share common goals and metrics 69% Marketing understands what sales needs to succeed 68% Sales regularly provides key insights that shape marketing efforts 67% Marketing shares data insights (e.g., channel usage, campaign effectiveness) 67% Salesforce Research