Accenture and Salesforce

No matter the industry, meaningful experiences, strong engagement and customer satisfaction flow from customer data and insights. So the fact that 57% of marketing executives admit they often don’t have the data to understand customers or anticipate their needs is no small issue. It’s an existential problem.
Why is the thing that marketers need the most so elusive?

Marketers are stuck in the clutter from the haphazard way that marketing organizations have evolved in the digital era. Nearly 70% of marketing executives say that the past year has completely exhausted their employees.

It’s no wonder.

The pressure is on marketers to collect, connect and stay current on customer data to deliver business value. But the collection of tools, competing priorities and ingrained ways of working makes it very difficult to modernize how marketing works.

Getting the data house in order

Yet one group of marketing executives—Thrivers—has cut the clutter. They deliver superior revenue growth, profitability, customer satisfaction and their teams are invigorated. It’s possible because everything that Thrivers do comes back to how well they continually collect data, extract insights and act on them in a timely way to deliver data-driven experiences.

Marketing leaders should take their cue from Thrivers. This means decluttering how customer data is managed. Doing this takes a mindset shift. It also takes a technology/experience platform that provides an omnichannel view of customers and an ability to orchestrate experience in a seamless fashion. Salesforce is key to helping marketing organizations deliver data-driven customer experiences that delight.

How to power data-driven experiences

To make the most of customer data and insight, marketing organizations must change how they work with the business. This starts with the CMO working as the CEO of customer data—setting priorities like a data company would.
Marketing shows its value. The CMO must take responsibility for educating the business about the value of data-driven marketing—and why this model is advantageous for all.

A new operating model. This digital shift forces the C-suite to think about new roles like chief digital officer and chief experience officer that impact the CMO’s remit.

UX design is a priority. Experience design is currency when delivering for customers and it must be continually evolving, informed by a closed loop of consumer feedback.

Double down on digital. CMOs need marketers to be digital evangelists who know how to operate in this new world—that includes understanding customers’ digital lives.

Share data, start small. Modern marketers don’t have to be data scientists, but they need some data skills to stop the clutter from reappearing once it is under control.

Let data guide business. Everyone should obsess over returns on data. This data should help make the business case for all marketing initiatives.
Marketers make meaning of products and services for customers. But this can’t happen in a vacuum. That’s where the power of Accenture and Salesforce comes in. Combining strategy, execution and technology, we help marketers harness customer data and reimagine experiences to ignite growth. Let the decluttering begin.

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