About This Report State of Marketing 2 In our fourth annual “State of Marketing” report, Salesforce Research surveyed 3,500 marketing leaders worldwide to explore how: • Customer experience continues to reshape the marketer’s mindset • Shifting priorities are sparking organizational changes • Technology, particularly AI, is raising the bar for efficiency and personalization 1,450 Throughout this report, high-performing marketing leaders are defined as those who are extremely 1,000 satisfied with the current outcomes realized as a direct result of their company’s marketing investment, as well as their overall marketing performance compared to their competitors. See page 3 for detailed performance information. 700 350 Data in this report is from a blind survey conducted in April 2017 that generated 3,500 responses from full-time marketing leaders — those holding a manager or higher leadership role within their organization — in the U.S., Canada, Brazil, U.K./Ireland, France, Germany, the Netherlands, Japan, and Australia/New Zealand.* All respondents are third-party panelists (not limited to Salesforce customers). Due to rounding, not all percentage totals in this report equal 100%. All comparison calculations are made from total numbers (not rounded numbers). Salesforce Research provides data-driven insights to help businesses transform how they drive customer success. Browse all reports at salesforce.com/research. * For further survey demographics, see page 48.