Aussie companies lead charge to adopt marketing cloud

New report from Bluewolf on Salesforce customers globally also shows CMO now taking greater ownership of customer lifecycle engagement

A new survey of Salesforce customers globally has found Australian organisations are leading uptake of the marketing cloud as CMOs take greater ownership of the customer lifecycle.

The latest State of Salesforce Report produced by global consulting group and Salesforce partner, Bluewolf, showed 22 per cent of Australian respondents have adopted the vendor’s marketing cloud, and an additional 32 per cent plan to do so in the next year. This compared to 17 per cent of respondents globally who have invested already, and 14 per cent who plan to in the next year.

Bluewolf global head of mobile, Patrick Bulacz, told CMO a core theme from the report was that marketing now owns the entire customer lifecycle – and is also commonly leading the digital push at an executive level.

“Marketing is getting more involved in the data side of the business, and more CMOs are leading customer lifecycle accountability and owning the customer engagement piece,” he said. “They’re more engaged in that customer engagement strategy and are working hand-in-hand with the CIO/CTO.”

Bulacz noted marketers were rarely involved in CRM deployment discussions 10 years ago, as most focused purely on campaign execution.

“Today, CMOs are in the room more and more often, and are participating most heavily in the lifecycle discussion,” he said.

“In the B2C space in particular, marketers hold the most amount of data on how customers are engaging. It makes sense to impart that knowledge to the rest of the business. People were previously working in silos, but we’re starting to see those walls break down.”

The latest Bluewolf report also found a strong push across Salesforce’s customer base towards mobile.

Globally, 48 per cent of organisations are planning investment into customer-facing mobile initiatives, and 56 per cent are investing into customer mobile apps. Other areas of planned mobile deployment include sales apps (56 per cent) and services apps (36 per cent).

Related:Saleforce brings customer journey mapping to mobile apps

Bulacz said very early adopters of Saleforce’s mobile capabilities were twice as likely to invest in mobile in the future. He pointed out 38 per cent of total respondents are planning mobile interactions in the future that are customer facing, a figure that jumped to 75 per cent across early mobile adopters.

“Organisations who didn’t adopt mobile early are taking a ‘softly, softly’ approach, but as they do, they see the benefits,” he claimed. “Mobile is not just about efficiency, it’s the digital representation of your brand.”

Related: Bulacz on achieving effective mobile business strategy for CMO success

Not everyone is ready to be so strategic about mobile, however. A big surprise for Bulacz was the large percentage of companies only now allocating spend on optimising on building responsive websites – 55 per cent.

“This should be part-and-parcel of any brand strategy now, so this says many organisations are lagging behind on that,” he commented. “Over time, customers engaging in mobile will have stickier engagements with customers over a longer lifecycle span.”

The State of Salesforce Report is based on a survey of 1000 Salesforce customers globally, 8 per cent of which were based in Australia, and 70 per cent in the US.

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

brunson5862@mail.ru

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in