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The State of Marketing Leadership
How senior-level marketers are redefining success and integrating the customer journey
Today’s marketing leader must be more agile, data-focused, and customer-obsessed than ever before. For The State of Marketing Leadership, a joint research report from LinkedIn and Salesforce Marketing Cloud, we surveyed more than 900 senior-level marketers on LinkedIn to learn what’s top-of-mind in their roles—whether director, VP, or CMO.
Key findings include:
- 86% of senior-level marketers agree that it’s absolutely critical or very important to create a cohesive customer journey.
- 56% of enterprise companies have a customer journey strategy, vs. 33% of mid-sized companies and 27% of small businesses.
- The top three challenges facing senior-level marketers: budgetary constraints, quantifying marketing’s ROI, and creating personalized experiences.
- Among marketers who have fully integrated customer data (only 17%), 97% said they are now successfully creating a cohesive customer journey.
The full report also includes charts segmented by B2B vs. B2C and enterprise, mid-sized, and small business.