Country Profile State of Marketing 33 Germany (350 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 68% positively impacts customer satisfaction (CSAT) scores Guided selling (e.g., Customer relationship opportunity ranking by Marketing analytics/ management (CRM) 1potential value) 2measurement tools 3system say a c onnected customer journey across all touchpoints and channels 67% positively impacts customer loyalty of marketers say their current tech stack is extremely or very effective at 65% providing a more cohesive view of customer data Top Challenges in Creating a Connected Customer Experience Disconnected tools/tech of marketers say their current tech stack is extremely or very effective at across the business 61% delivering more efficient spending 1Outdated tools/tech 2(e.g., disparate systems) 3Too many channels 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 29% 57% 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 57% create 1-to-1 marketing across every touchpoint f m 61% 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 57% engage customers across channels at scale Customer privacy skill set (e.g., too few data 1Budgetary constraints 2concerns 3scientists) Salesforce Research