TH SALESFORCE STATE OF MARKETING, 9 EDITION 15 01 Unified Data is a Tenet of High Performance Marketing Full Integration Gives High Performers a Head Start The modern marketer's challenge isn't a lack of first-party data: it's fully integrating this Marketers With Fully-Integrated Cross-Departmental Data data across departments to glean insights, for the Following Tasks plan campaigns, and suppress messages from High performers Moderate performers Underperformers reaching the wrong audiences, to name a few examples. Performance analytics All 59% Only 31% of marketers are fully respondents 53% satisfied with their ability to unify 52% 40% customer data sources. Audience suppression All 57% While the majority of marketing teams have respondents 48% % 34% at least partially integrated data for these 48 tasks, roughly half or fewer have done so fully. Campaign building Fully integrated data is more common among All 54% respondents 48% high performers, suggesting that investing % 38% in the right tools can pay off and investing in 48 unification can give marketers an edge.