State of Marketing Last Look 26 What Makes Top Marketers Tick From connecting customer experiences and embracing organizational change to pushing the boundaries of personalization with AI, high-performing marketers stand out from the pack. Customer Journey Data Artificial Channel Alignment Integration Intelligence Coordination High Performers vs. High Performers vs. High Performers vs. High Performers vs. Underperformers Underperformers Underperformers Underperformers 2.4x 4.2x 3.1x 12.8x more likely to align marketing roles more likely to be satisfied with their more likely to extensively use more likely to heavily coordinate to a customer journey strategy ability to leverage customer data to artificial intelligence (AI) marketing efforts across channels create more relevant experiences