TH SALESFORCE STATE OF MARKETING, 9 EDITION 28 04 Top Performers Demonstrate Success Through Analytics Marketers Connect the Dots to Revenue Analytics remains the watchword for both performance evaluation and strategic Marketers Who Agree With the Following Statements iteration. More than 80% of marketers feel High performers Moderate performers Underperformers they have a clear sense of their impact on revenue and pipeline. I have access to All 94% But the work isn't done: improving all the customer respondents 88% insights needed for % marketing ROI/attribution remains a campaign planning 85 67% top priority, behind only adopting AI and refining the use of technology. All We have a clear respondents 95% The ability to demonstrate value via sales, view into marketing's % 89% revenue, and pipeline impact is crucial for impact on revenue 88 74% securing the support and budget needed to succeed. This is where high performers shine. We have a All 93% clear view into respondents 89% Nearly all high performers (93%) have a marketing's impact % 71% on sales pipeline 86 clear view into their impact on sales pipeline compared to 71% of underperformers. Unsurprisingly, marketers who can identify Our marketing All 95% their impact and adjust as needed are strategy makes a respondents 91% significant impact % 73% outperforming those who can’t. on sales 88