Country Profile State of Marketing 36 Japan (350 Marketing Professionals) Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves of marketers strongly agree or agree that a connected customer journey across Tools and Tech Most Essential to 1-to-1 Marketing 52% all touchpoints and channels positively impacts revenue growth Content management Marketing analytics/ Data management 1platform 2measurement tools 3platform (DMP) of m arketers strongly agree or agree that a connected customer journey across 52% all touchpoints and channels positively impacts customer loyalty of marketers say their current tech stack is extremely or very effective at 45% improving marketing efficiencies (e.g., automating tasks, etc.) Top Challenges in Creating a Connected Customer Experience Disconnected tools/tech of marketers say their current tech stack is extremely or very effective at Insufficient internal across the business 43% increasing productivity 1Budgetary constraints 2resources 3(e.g., disparate systems) Shifting Priorities Spark Organizational Change Marketing Embraces the AI Revolution o arketers say they’re aligning marketing roles to a customer journey strategy f m of marketers say they use AI extensively or on a limited basis with another 20% 43% vs. traditional roles (e.g., by marketing channel/function) 44% piloting or planning to use within two years of marketers who use AI say it’s absolutely or very essential in helping their company o arketers are extremely or very satisfied with their 55% create 1-to-1 marketing across every touchpoint f m 38% collaboration with other departments (e.g., sales, service, IT) Primary Roadblocks in Executing an AI Strategy of m arketers are extremely or very satisfied with their ability to 36% engage customers across channels at scale Customer privacy No defined business 1Budgetary constraints 2concerns 3strategy for AI Salesforce Research