01Marketers Move to Evolve Journeys, State of Marketing 8 but Data Woes Linger In the quest to connect customer experiences, Marketers Continue to Battle Disparate Data marketers’ struggle with disparate data isn’t a new issue — but it is a persisting one. As Marketers at all performance levels struggle to leverage data from different sources in their quest marketing leaders continually strive to gain to execute a connected customer experience. a single customer view, customers’ elevated expectations make this an increasingly complex Top Challenges Marketing Leaders Face in Creating a Connected Customer goal to reach. Experience across the Customer Lifecycle by Performance Level For high-performing marketers, the central High Performers Moderate Performers Underperformers challenges are obtaining a single view of the customer and leveraging data from different sources. For underperforming teams that Creating a shared, single Budgetary Budgetary aren’t quite as far down this path, they struggle 1 view of the customer constraints constraints more with foundational issues such as budget restrictions and outdated technologies. Difficulty leveraging data Difficulty leveraging data Insufficient internal 2 from different sources from different sources resources Budgetary Insufficient internal Difficulty leveraging data 3 constraints resources from different sources Salesforce Research