What are the world’s top marketers thinking as they enter 2018? Salesforce.com decided to ask them. Every year, the company surveys marketers around the world about the state of the marketplace, how the channel mix is changing, and how they are feeling about their marketing practices. In the report, “The Fourth Annual State of Marketing,” respondents are divided into three categories: top performers (those who are “highly satisfied” with their marketing outcomes), underperformers (those who are “slightly” or “highly unsatisfied” with their marketing outcomes), and moderate performers (everyone in the middle). Here are some of the characteristics of top performers compared to underperformers.