The growth mandate: How marketers are facing up to the pressures of marketing-led growth

Today’s digital-first customer wants personalised offers from companies who understand their needs. They want online experiences that can keep up with their every whim, especially since the pandemic changed the way they live, work, and shop. In fact, according to Salesforce’s latest Marketing Intelligence Report, 88% of customers expect companies to accelerate digital initiatives as a result of COVID-19.

In order to get there, marketers must learn to navigate a complex landscape of channels, data, and tools. A cross-channel overview of marketing activity is vital for achieving clear, measurable business impact, but with Australian marketers using an average of 18 marketing and advertising platforms, it can often be difficult to see the wood for the trees. 

So how can marketers begin to better utilise their marketing performance data to engage customers and drive growth? To answer those questions and more, Salesforce has surveyed 1,050 decision-making marketers across Australia, the US, UK, France, Germany, Japan and Singapore. Their responses provide some clear insights for businesses in Australia and beyond looking to navigate the choppy waters of digital disruption.