Salesforce: State of Marketing

Insights and trends from 6000 marketing leaders

State of Marketing 2023

In the 8th edition of the Salesforce State of Marketing, Salesforce surveyed 6000 marketing leaders worldwide to ask how they:

  • develop their teams amidst change,
  • prepare for the end of the third-party cookies,
  • centralize their data to enhance customer experiences,
  • use innovation for better customer journeys.


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Page 5 - 6
Executive Summary
Page 7 - 9
Marketers focus on driving value amidst change

87% of all marketers say that the value of their work has increased in the last 12 months. So how do successful marketers keep the ball rolling despite budget cuts, complex tech stacks and market changes?

Page 10 - 14
Innovative channels and tactics redefine customer engagement

83% of marketers engage with their customers in real time across one or more marketing channels. What needs to happen and which processes are crucial to ensure a wide reach and successful interactions?

Page 15 - 17
Marketers walk the 'personalization vs. privacy' tightrope

Nearly every third marketing team is still lacking a fully defined strategy to shift from third-party cookies to first-party data use. What can they learn from the 68% that have already identified the next steps?

Page 18 - 20
KPIs shift as marketers adopt real-time intelligence

Successful marketing teams are much more likely to analyze marketing performance in real time. Correlation or causality?

Page 21
Distributed teams unite with collaboration technology

On average, marketing teams use up to four collaboration technologies for better team work and data sharing. How do they make use of these solutions and is this a long-term development?

Page 22 - 28
Marketers lead with values

85% of marketers say that their external communication aligns with their corporate values. But why is this important?

Page 29 - 33
Survey Demographics

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