We surveyed more than 4100 marketing leaders worldwide for the fifth edition State of Marketing report, and found distinct differences between the strategies and tactics of high-performers and underperformers.

The State of Marketing report explores how:

  • Customer needs and the demands of businesses are driving cross-functional collaboration 

  • The use of data insights is changing marketing practice

  • Intelligence-fuelled personalisation, balanced with privacy, is being used by marketers to build trust 

  • The increasing expectations of consumers inspire and challenge marketers

As part of the research, we asked respondents to rank the performance of their teams, and found they fall into three groups:

  • High performers: the top 16%, who are completely satisfied with their overall marketing performance and the outcomes of their marketing investments.

  • Underperformers: the bottom 15%, who are moderately or less satisfied with their overall marketing performance and the outcomes of their marketing investments.  

  • Moderate performers: all other marketers.

The full report is available here, but here’s a quick look at differences between strategies, tactics and tools of the top-performing 16% of marketers and the underperforming 15%.