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

Blog Posts

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

Promotion is difficult. You should be able to do it. Sometimes it turns out bad, and when you turn to professionals, it turns out well - ...

Jordan Samuil

Village Roadshow partners with Lion for pourage rights and promotional partnership

Read more

This is very good news for Australian SMEs as ActiveCampaign is an very powerful marketing automation / email marketing tool that costs a...

Lawrence

SMB marketing automation provider sets up Asia Pac HQ in Sydney

Read more

Thanks for the info! If you are looking for commercial real estate in Mumbai, visit us at Jagaha.com! We have over 20,000 verified proper...

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Completely agree! For the best commercial properties in Mumbai, visit our website - Jagaha!

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Carisoprodol is used for treatment of pain.so it has some amount of drug use it carefully . Get its complete usage and prescription from ...

jensons henry

CMO profile: The strategy behind Cash Converters brand and customer experience reboot

Read more

Latest Podcast

More podcasts

Sign in