Appendix B State of Marketing 43 Marketers Move to Evolve Journeys, but Data Woes Linger High performers use nearly twice the number of channels as underperformers. However, those messages don’t live in a vacuum and are more likely to be coordinated across channels as discussed in section 1. Average Number of Channels Used by Performance Level .18 Mean = 11.1 Standard Deviation = 2.46 .16 Mean = 9.1 Standard Deviation = 3.09 .14 Mean = 6.4 .12 Standard Deviation = 3.43 .10 .08 .06 .04 .02 .00 High performers Moderate performers Underperformers 0 2 4 6 8 10 12 14 Channel Adoption by Performance Level* 44% 52% 4% High performers Heavy adoption Moderate adoption Minimal adoption Moderate performers 17% 71% 12% Underperformers 3% 61% 36% * Heavy adoption is defined as the use of all 13 of the channels defined. Salesforce Research Moderate adoption is defined as the use of 6–12 of the channels defined. Minimal adoption is defined as the use of 0–5 of the channels defined.