Country Profile State of Marketing 28 United States (600 Marketing Professionals) Marketers Move to Evolve Journeys, but Data Woes Linger Marketing Tech Makes Waves say a connected customer journey across all touchpoints and channels Tools and Tech Most Essential to 1-to-1 Marketing 78% positively impacts revenue growth Customer relationship management (CRM) Marketing analytics/ Data management 1system 2measurement tools 3platform (DMP) say a c onnected customer journey across all touchpoints and channels 78% positively impacts customer loyalty of marketers say their current tech stack is extremely or very effective at 70% increasing productivity and delivering better analytic insights Top Challenges in Creating a Connected Customer Experience Outdated tools/tech and of marketers say their current tech stack is extremely or very effective at providing a Insufficient internal creating a shared, single 68% more cohesive view of customer data and delivering more efficient spending 1Budgetary constraints 2resources 3view of the customer 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 25% 71% vs. traditional roles (e.g., by marketing channel/function) 48% 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 61% create 1-to-1 marketing across every touchpoint f m 70% 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 Lacking the right internal 69% engage customers across channels at scale Customer privacy skill set (e.g., too few data 1Budgetary constraints 2concerns 3scientists) Salesforce Research