TH SALESFORCE STATE OF MARKETING, 9 EDITION 11 Few Marketers Are Fully Satisfied With Performance Performance On Key Initiatives Leaves Room for Growth Data and AI can help marketers reach customers in new ways and be more Marketers Completely Satisfied With Performance Across the Following efficient, but they are far from reaching High performers Moderate performers Underperformers their potential. Even most high performers see room for improvement: Fewer than half are fully satisfied with their attempts at Unlocking Total 41% the value % 36% unifying customer data to create relevant of AI 34 16% experiences. Even fewer are satisfied with efforts to maximize AI’s value. Loyalty Total 41% Only 32% of marketers are program % 38% 34 14% completely satisfied with how they use customer data to create relevant experiences. Using customer Total 43% data to create % 34% more relevant 32 10% Many marketers are looking to deepen experience their customer relationships through loyalty programs and omni-channel Delivering Total 41% experiences, but satisfaction is low on omni-channel % 34% experiences 31 12% these initiatives too. On average, only one in three marketers is fully satisfied with performance on core initiatives, Total 40% highlighting a gap between expectations Unifying our % 33% and outcomes. customer data 31 13%