The gap between high- and underperforming marketing teams is widening, driven by a new approach to data & AI. We bring together 3 marketing Trailblazers to deconstruct the report’s critical findings.
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High-Performer Secrets: State of Marketing Report
Objective 1: Evaluate top trends from the Tenth State of Marketing report and how they align with current brand experience challenges.
Objective 2: Identify specific agentic and AI use cases that allow brands to maintain narrative integrity while automating execution.
Objective 3: Identify the top trends separating high-performing marketing teams from underperformers.
, SVP, Marketing & Communications, NAACP
, Director, Marketing Operations & Data, GoodLeap
, VP, Simantel Group
Role: Marketing
Product: Marketing, Agentforce
Topic: Thought Leadership
Session Level: Beginner
Session Type: Breakout
- Wednesday, Jun 39:00 AM - 9:40 AM CDT(2:00 PM - 2:40 PM GMT)Stage 3 | Content Pavilion, Level 3FIRST COME FIRST SEATED
Session Summary: The session provided an in-depth analysis of Salesforce's State of Marketing report, highlighting how AI is reshaping the marketing landscape. Key findings revealed that 75% of marketing organizations use at least one form of AI, with high-performing teams being nearly twice as likely to leverage AI agents for tasks such as personalizing content, predicting customer behavior, and generating campaign visuals. Despite AI's transformative potential, marketers face challenges in implementation, with 26% of respondents identifying as high performers, while others struggle with operationalizing AI and unifying data across systems like sales, service, and commerce. The panel emphasized the importance of starting small, addressing cultural shifts, and strategically leveraging tools like Slack to reduce inefficiencies and enable marketers to focus on creative, high-impact work.
Key Takeaways:
• High-performing marketing teams are 83% more likely to utilize AI for tasks such as content personalization and predictive analytics, resulting in improved ROI and customer satisfaction rates.
• Unifying data across marketing, sales, and service is critical to maximizing AI's potential, as only 58% of marketers report full access to customer support data, and 51% have access to commerce data.
• Organizations are advised to start with low-effort AI use cases, like automating internal processes or creating FAQ pages, to build confidence and demonstrate value before scaling AI initiatives.
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