A company’s customer experience is not owned by any single department. Today, customers expect a personalized experience whether they are talking to customer service, sales, marketing, or finance. Enabling every employee to meet this expectation will require nearly all companies to change how they do business and their underlying technology.

Based on Bluewolf’s 3rd annual State of Salesforce report, marketing departments are leading these changes for many companies. Below are three areas of investment that are enabling marketers to deliver a personalized customer experience:

Integrate Tools and Data

Most marketing departments juggle a collection of disparate tools and data. Those that have invested in integrating at least Salesforce and their marketing automation tools report greater insight into customer activity, improved cross-department collaboration, and see more innovation potential with Salesforce.

83% of marketers say integrating Salesforce and marketing automation increases innovation potential, according to Bluewolf. Tweet this.   

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