Country Profile State of Marketing 35 Australia/New Zealand (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 68% all touchpoints and channels positively impacts overall customer engagement Customer relationship management (CRM) Marketing analytics/ Mobile campaign 1system 2measurement tools 3management of m arketers strongly agree or agree that a connected customer journey across 67% all touchpoints and channels positively impacts revenue growth of marketers say their current tech stack is extremely or very effective at 62% increasing productivity Top Challenges in Creating a Connected Customer Experience of marketers say their current tech stack is extremely or very effective at Difficulty leveraging data Creating a shared, single 57% improving collaboration across marketing functions 1Budgetary constraints 2from different sources 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 23% 61% vs. traditional roles (e.g., by marketing channel/function) 59% 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 58% create 1-to-1 marketing across every touchpoint f m 58% 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 60% engage customers across channels at scale Customer privacy skill set (e.g., too few data 1concerns 2Budgetary constraints 3scientists) Salesforce Research