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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Invest and earn with Coinbloc .us. Guaranteed Weekly ROI, early signals, fast withdrawals among others. I recommend Coinbloc .us as on...

Hans Jensen

Explainer: What marketers need to know about cryptocurrency

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Gartner: Digital isn't enough of a superpower for CMOs anymore

Read more

I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...

Dave Sigurd

CMO's top 8 martech stories for the week - 9 June 2022

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Creating a marketplace for wellness

Read more

A solution for an retail industry data extraction. https://e-scraper.com/usefu...

"e-Scraper" Data Extracting

​Catchoftheday launches fee-based online shopping club

Read more

Blog Posts

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

5 ways to turn imposter syndrome into confidence and conviction

Imposter syndrome. That feeling others will discover you are actually not as good as they expect, and at any point you will be exposed and ridiculed as a fraud. If you can relate to this, then you are not alone.

Rowena Millward

Author, consultant

Sign in