Appendix A State of Marketing 39 Customer Experience Is the Brand Battlefield Top teams are happier with their journey capabilities. High-performing marketers are better able to create a shared, single view of the customer and personalize experiences across business units. Percentage of Marketing Leaders Who Say They’re Extremely Satisfied High Performers vs. or Very Satisfied with Their Ability to Do the Following Underperformers Create a shared, single view 93% 3.8x of the customer 58% more likely 24% Create personalized omni-channel customer experiences across all 93% business units (e.g., sales, service, 59% 4.5x marketing) 21% more likely High performers Moderate performers Underperformers Percentage of Marketing Leaders Who Say They’re High Performers vs. Much More or More Focused on the Following Underperformers Evolving from a traditional marketing 73% structure to roles aligned with a 61% 1.7x customer journey strategy 43% more likely High performers Moderate performers Underperformers Salesforce Research