Country Profile State of Marketing 29 Canada (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 69% positively impacts revenue growth Data management Marketing analytics/ 1platform (DMP) 2Social publishing tools 3measurement tools say a c onnected customer journey across all touchpoints and channels 69% positively impacts overall customer engagement of marketers say their current tech stack is extremely or very effective at 58% 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 56% improving marketing efficiencies (e.g., automating tasks, etc.) 1Budgetary constraints 2Too many channels 3from different sources 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 27% 60% vs. traditional roles (e.g., by marketing channel/function) 49% 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 52% create 1-to-1 marketing across every touchpoint f m 55% 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 57% engage customers across channels at scale No defined business Customer privacy 1Budgetary constraints 2strategy for AI 3concerns Salesforce Research