Perhaps one of the biggest highlights coming out of 2014 is that companies are beginning to look at lot closer at the customer journey. How are your products being discovered online? How are you leading the prospect from discovery through to conversion? And even more importantly, what are you doing to ensure you retain and build more valuable relationships with your customers?
Salesforce Marketing Cloud found that 86% of senior-level marketers agree that having a cohesive customer journey is essential but only 29% of enterprise companies actually rate themselves as effective at creating that journey. That's a huge gap! And I believe technology and resources cover that spread. We're still cooking batch and blast marketing efforts to keep up with the demands of our sales teams rather than applying resources more strategically.
Worse yet, there's a shortage of analytics talent in the industry and a lack of marketing engagement throughout other aspects of the organization that support marketing – like customer service or product development. If I were a young marketer today, I'd be spending the majority of my time helping to conquer building attributable marketing strategies and utilizing solutions to accurately report on those strategies.
As the customer journey becomes clearer, having both an impact in that journey and measuring the journey is far more complex than the simple sales funnel!
This infographic captures other amazing highlights from Salesforce Marketing Cloud's 2014 research. Salesforce will be publishing their 2015 State of Marketing report in January.