Country Profile State of Marketing 31 United Kingdom/Ireland (400 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 73% positively impacts revenue growth Customer relationship management (CRM) Marketing analytics/ 1system 2measurement tools 3Social listening tools say a c onnected customer journey across all touchpoints and channels 73% positively impacts customer satisfaction (CSAT) scores of marketers say their current tech stack is extremely or very effective at 63% 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 58% delivering more efficient spending 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 28% 60% 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 53% 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 61% engage customers across channels at scale Customer privacy skill set (e.g., too few data 1Budgetary constraints 2concerns 3scientists) Salesforce Research