State of Marketing 01Marketers Move to Evolve Journeys, 12 but Data Woes Linger Most marketers haven’t cracked the code on Continued Attention to Journeys Yields Big Benefits creating ideal customer journeys — but not for lack of trying. Sixty-seven percent of marketing High-performing marketers overwhelmingly agree that a connected customer journey across all leaders say creating a connected customer touchpoints and channels is a boon to business, lifting everything from loyalty levels to revenue. journey across all touchpoints and channels is critical to the success of their overall Percentage of Marketing Leaders Who Strongly Agree or Agree High Performers vs. marketing strategy. That a Connected Customer Journey Positively Impacts the Following Underperformers While the term “customer journey” was just 91% 71% 2.1x hatching a decade ago, it’s now top of mind — Customer loyalty 43% more likely and with good reason. The positive benefits associated with customer journey efforts speak 89% 71% 2.1x for themselves. A staggering 91% of high Revenue growth 42% more likely performers agree that a connected customer journey across all touchpoints and channels 91% positively impacts customer loyalty. Another 89% 70% 2.1x Customer engagement 43% more likely say the same for the impact on revenue growth. 91% But overall, only 23% of marketers are Customers’ willingness to recommend 70% 2.2x products and services 42% more likely extremely satisfied with their ability to leverage customer data to create more 88% relevant experiences. To understand how 68% 2.1x Customer satisfaction (CSAT) scores 41% more likely marketers expect personalization capabilities to evolve over the next few years, see section 4. 88% 65% 2.6x Customer churn rates 33% more likely High performers Moderate performers Underperformers Salesforce Research